Visy engaged with a number of craft brewers to better understand how they could make cans more attractive to this growing market segment.
Studies in the US and Europe had already identified significant benefits of cans over bottles. Benefits include longer shelf life from a fully light and oxygen sensitive pack, reduced breakages and damage across the entire filling and supply chain, and significant cost savings from reduced transport weight and overall pack costs (i.e. the can and end versus a bottle, cap and label). The only real drawback of cans was the historical high minimum order quantities.
As a result of these discussions, we reduced minimum order quantities to 60,000 cans per label design. We also established a core range of craft beer and cider cans (330ml, 355ml, 375ml & 500ml) which could be frequently produced in order to meet the short lead-times prevalent in this market segment.