Originally only associated with nightlife activities or as an accompaniment to alcoholic beverages to create mixed drinks, energy drinks are increasingly being consumed as refreshments in their own right.
In fact, a recent study conducted by Euromonitor International showed that between 2007 and 2012, the segment for energy drinks in Brazil grew 913.7%,2 with demand being driven mainly by the rising middle class and a younger demographic.
It is expected that the segment will continue to grow in the coming years. CROWN Embalagens Metálicas da Amaznia, is helping multinational and domestic brands leverage metal packaging to capitalize on this growth segment, engage consumers and grow market share.
CROWN Embalagens Metálicas da Amaznia is a joint venture of Crown Holdings and évora of Porto Alegre, Brazil.
"The opportunity in this segment is substantial," explains Djalma Novaes, President, CROWN Embalagens Metálicas da Amaznia S.A. "That means that large domestic and multinational companies, along with smaller, regional brands, all have a chance to succeed. With five plants across the country, Crown is well positioned to provide the packaging innovation and service necessary to support the needs of many of the players in the energy drinks segment."
With the increased competition for consumer dollars in the beverage market in general, energy drinks brands are choosing metal packaging for the format's many inherent benefits. For example, beverage cans have a large, printable surface area that serves as a 360-degree billboard for brands on store shelves, which is typically not feasible with other packaging formats.
In addition, Crown's Pictoris high definition printing enables brands to print intricate designs and strong, bold colors directly on to the aluminum can. The improved dot spacing produced by the high resolution printing plates allows for the reproduction of fine detailed images and text, boosting consumer interaction with the package while communicating the brand's unique identity.
While Crown's 269 ml and 425 ml sleek style cans are the most commonly used sizes in this segment, the other five sizes in its portfolio - sleek style 310 ml and 355 ml cans and the standard 355 ml, 473 ml and 550 ml cans - are also suitable for energy drinks.
The beverage can is also appealing to brand owners and consumers alike because it is lightweight, quick to cool, 100% recyclable and infinitely recyclable.
CROWN Embalagens Metálicas da Amaz nia is one of the largest manufacturers of two-piece aluminum cans for beer, soft drinks and teas in Brazil.
Crown has been operating in Brazil since 1942 and has a strong presence with beverage can plants in Cabreúva, Estancia and Ponta Grossa and a beverage end plant in Manaus. In 2013, Crown announced the construction of a new beverage can facility in Teresina in northern Brazil, which is expected to be commercialized this year.
