African beer gains impact in aluminium bottle

The African beer brand Skol has moved into Impact Bottles made by Ball Packaging Europe to market its Skol Platinum beer in Rwanda.

The Impact extruded aluminium bottle is initially being launched on the growing African market, which is set to double in size over the next 10 years.

The team behind the brand is looking to build Skol to a major quality beer brand all over Africa. Looking for superior quality, service and innovation opportunities, they worked with beverage can producer Ball and opted for the premium product Impact Bottle to underline the superior quality of the beer.

The longneck 33cl aluminum flask emphasizes the premium brand in adding elegance at point of sale. With its entire surface printed in eight different colors, the design shines to attract a luxury thirsty target group. Protecting the product from light and air, the shiny pack consistently keeps content fresh and quality steady.

The design targets a young and urban consumer group between the age of 22 and 28. Mark Mugarura, marketing director at Skol in Rwanda, is convinced of the benefits of the longneck aluminum bottle: “We always strive to be unique and differentiate ourselves from our competitors. An innovative packaging like the Impact Bottle provides us with a great opportunity to add to our portfolio.”

It is no surprise that Aluminum bottles are in growing demand, as they're perceived as a premium form of metal packaging. Product benefits also include creative design options using to eight colours, including gold/silver, UV/ fluorescent, transparent/opaque, plus three options of over varnish: gloss, semi-matte & matte.

The Impact Bottle is 100% recyclable and offers advantages for manufacturer and consumer alike: It is light, cannot shutter, chills fast and feels cool. An air cushion absorbs the pressure of carbonation and so reduces the risk of fizzing. The slender bottle serves as a brand ambassador at point of sale or at high-profile events and premium hotspots.

“Our Impact Bottles have a premium appeal,” says Adriana Escobar, product manager at Ball. “In addition they are absolutely lightproof and act as a shield for sensitive beverages, protecting the quality of the product perfectly and hence allowing the consumer to indulge in a thorough brand experience.”

Building on its African, Brazilian and European roots, Skol will use the Impact Bottle primarily as packaging for special occasions or limited offers. “The initial launch is planned for the Rwandan market only, but if our consumers appreciate our beer in the new Impact Bottle, we may adopt it in some of our other markets,” said Mugarura.

Impact Bottles by Ball Packaging Europe are made of aluminum and are available in sizes: 33cl – 50cl short neck and 33cl – 47,3cl long neck.

20 January 2014 - Felicity Murray The Drinks Report, editor