Ball expands further into craft beer market

By Jenny Eagle contact

- Last updated on GMT

Lervig Aktiebryggeri's craft beer. Picture: Ball
Lervig Aktiebryggeri's craft beer. Picture: Ball

Related tags: Beer

Ball has expanded further into the craft beer market producing cans for Lervig Aktiebryggeri in Norway.

The partnership follows similar deals with craft brewers in the UK, Ireland, Germany, Spain and Sweden. 

Eight flavors

Lucky Jack

Ball will produce 330ml and 500ml cans for Lervig Aktiebryggeri in eight flavors including Lucky Jack American Pale Ale, Lucky Jack Grapefruit and Sour Suzy (Berliner Weisse).

Christian Nilsson, sales manager, Nordic and Baltic states, Ball, told BeverageDaily, the cans are manufactured out of its Malmö factory in Sweden and exported to approximately 25 countries.

It’s great to see so many craft beer brands from around the world embracing the beverage can as their preferred packaging. Lervig understands the sustainable credentials of the can and encourages its customers to recycle​,” he said. 

Ball said in December it expects double digit growth for craft beer cans​ as the uptake of cans among craft brewers is growing.

Speaking at Brau Beviale in Nuremberg, Germany, last year, Veronique Stephan, VP sales and marketing, Ball Beverage Packaging Europe, said even though the segment is small it has already taken off in the US, across the Atlantic, and UK.

Shelf appeal targeting young adults

She said two advantages of the can are that it has space for marketing and it appeals to young people.

The Lervig Aktiebryggeri cans come in a two-tone combination against a silver background displaying traditional Norwegian characters such as Vikings and fishermen. 

Nilsson added the 360°​ design allows craft brewers to communicate their story and stand out on the shelf. 

As a brewer, we don’t follow the rules and we’re looking to enhance our packaging by implementing aspects of Ball’s extensive range, as well as moving more of our products into can​,” he said.  

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