The FIFA World Cup 2014 in Brazil is expected to boost sales of aluminum beverage cans by 35% to cross two billion mark, as compared to last year’s figures, according to rolled aluminum and beverage can recycler Novelis.
The assumptions are based on studies conducted by Nielsen, which states that consumption of beer during a World Cup is 20% above normal levels in households. In addition to that, the consumption of soft drinks and other beverages will also increase during the event.
The increase in sales will boost Novelis' business, which owns and operates Brazil's largest aluminum recycling facility for used beverage cans.
To meet with increased demand, the company has already expanded its aluminum rolling and recycling operations in Brazil through an investment of $340m.
The expansion has increased its annual production capacity from 400,000 to 600,000 metric tons of aluminum can sheet.
Novelis South America president and Novelis senior vice president Tadeu Nardocci said, "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."
According to the Brazilian Association of Highly Recyclable Cans' Manufacturers (ABRALATAS), around 21.5 billion cans were sold in Brazil in 2013.
Brazil is said to be the world's top aluminum can recycler, with 98% recycling rate for beverage cans.
