The aluminium rolling and recycling company estimated that thirsty cthe host nation purchased canned beverages in staggeringly huge amounts over the four weeks of the 2014 FIFA World Cup, representing a 35 percent increase over the same period last year.
Brazil has an astounding 98 percent recycling rate for beverage cans and is the world leader in aluminium can recycling and Novelis owns and operates the nation’s largest aluminium recycling facility providing closed-loop recycling capacity for those used beverage cans.
According to studies conducted by Nielsen, during a typical World Cup, the consumption of beer alone could reach 20 percent above normal levels in households where people are watching the games. Added to that is the combined consumption of soft drinks and other beverages which Novelis include in their estimation.
“The World Cup has caused an unusual uptick in our winter sales, adding the equivalent of a peak summer month’s sales and creating our highest winter sales season on record for beverage can sheet,” said Tadeu Nardocci, senior vice president of Novelis and president of Novelis South America.
The period from June 12 to July 13 is expected to increase overall beverage can sales in Brazil by four percent for the year. That is in addition to the six-to-nine percent projected growth for the can market overall in Brazil, one of the world’s fastest growing economies. During the entire year of 2013, 21.5 billion cans were sold in Brazil, according to the Brazilian Association of Highly Recyclable Cans’ Manufacturers (ABRALATAS).
In order to meet the growing demand for aluminium into the next decade, Novelis recently completed a $340m expansion of its aluminium rolling and recycling operations in Brazil, increasing its annual production capacity of aluminium can sheet from 400,000 to 600,000 metric tons.
