Molson Coors said that the new technology has “impressive capability and flexibility to support Molson Coors’ plans to help drive innovation in the beer category”.
According to the firm, in an industry first, selected packs feature a carry handle on larger pack sizes which will help increase the efficiency of stock replenishment for customers and make the product easier to handle for shoppers.
The move to packaging in film is set to further increase the brewery’s environmental performance by reducing the weight of secondary packaging by 63% and reducing carbon emissions by 4%, Molson Coors suggested.
As well as the carbon and weight benefits, ink coverage has been restricted to less than 5% of the overall packaging weight so the film can be 100% recycled.
This investment is part of a multi-year redevelopment programme in which Molson Coors has increased capital investment into its brewery network by an additional £15m a year over five years, with the majority of this investment being spent in Burton.
Speaking about the packaging developments, head of supply chain strategy and change at Molson Coors (UK & Ireland) Jim Shaw said: “This new packaging technology is the latest milestone in our plans to drive innovation to ensure we meet the future needs of our customers and consumers, while being as energy efficient as possible.
“We are the first major UK brewer to invest in this technology on such a large scale, and it is another step in our five year plan to redevelop our largest brewery and the UK’s biggest, based in Burton-upon-Trent.”
UK’s number one beer brand
To compliment the new packaging initiative, design consultancy Echo has designed a new creative visualisation of Carling, Britain’s number one beer brand, according to market research by Neilson.
The new design will incorporate the Union Jack and will feature across Carling’s outdoor, print, and TV advertising.
Under the “Brilliantly British – Brilliantly Refreshing” campaign, the new look will also be used on limited edition retail packs of 10, 12 and 20 Carling cans.
Echo has also designed an exclusive limited edition pack for Sainsbury’s featuring the Carling can with refreshing droplets over a monochrome Union Jack.