Trade shows, conferences, direct sales: SmartSeal’s strategy for growing active closures

By Rachel Arthur

- Last updated on GMT

SmartSeal says the valves stop liquid from spilling, even when pressure is applied
SmartSeal says the valves stop liquid from spilling, even when pressure is applied

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SmartSeal – a spill-proof closure system which draws its inspiration from scuba diving – says a ‘systematic and assiduous’ strategy has been the secret to its growth.

The closures for PET bottles is an ‘automatically-activated’ valve design, using technology resembling that to the values used for scuba diving.

The valve is triggered by the slight suction from the mouth when drinking. When suction is stopped, the valve closes and stops any liquid from spilling – even when pressure is applied to the bottle (‘one should be able to drive a car over the bottle, and the bottle will burst before the closure releases the slightest drop’). A 180 degree hinged lid covers the valve.

Children's drinks and beyond

The idea for SmartSeal came when founder and inventor Kjetil Næsje got tired of his children spilling liquids in the car. His technology was patented in 2001.

The company then had to develop its industry knowledge and what designs would appeal to the market, Paal Steensland, head of sales at SmartSeal, told BeverageDaily.

Exhibiting at trade shows such as Brau Beviale this month is part of the company’s strategy to keep growing over the next year, said Steensland.

“We want to continue the strong growth we’ve had so far,”​ he said.

We’ve been close to doubling two years in a row. The strategy is quite ordinary: trade shows, conferences, mailings and a strong push in direct sales. But it’s systematic and assiduous. We believe in the product and want to share it with as many people as possible.”


As well as the practical features, a key feature of the closure is the differentiation it can provide for brands, continued Steensland.

smart seal 2 cropped

“Kids’ drinks, and on-the-go consumption is where we have the greatest interest. Brands love the closure at first sight, it’s different and offers something new. Whether they can use it or want to deploy it is usually a different discussion with a scope far beyond ‘We love it!’

“It’s very intuitive, even more so for children. A small indication such as ‘no-spill’ on the label is a help of course.”

The closure is suited to children’s drinks, sports drinks, or any beverages targeting on-the-go consumption. The spill-proof nature makes it particularly well suited to any flavoured, sticky or coloured drinks, added Steensland.

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