SABMiller logo


World Cup beer can takes gold in packaging awards

4 October 2010

Award winning full aperture can

Whilst the action on the pitch at this year's World Cup may have been a disappointment for some, SABMiller and Crown Holdings Inc. are celebrating success off the field.

A brand new type of beer can, which was developed especially for Castle Lager and launched during the World Cup, has taken the main prize at the packaging industry's annual awards. The Event Can won the Alcoholic Beverages category at the Starpack awards but was also declared the overall winner of 2010.

Developed by leading metal packaging manufacturer Crown Holdings, Inc. the ‘full aperture end' was the first beverage can in the world that allowed the entire can lid to be removed, turning the can itself into a drinking cup.

The can was used exclusively for SABMiller's Castle Lager - sponsor of the South African football team, Bafana Bafana. It was devised to reduce queues at bars around the event, with a quicker serving time, without compromising on the drinking experience.

Maurice Egan, SABMiller's Group Head of Manufacturing said, "The World Cup was a great success for South Africa and we wanted to ensure that locals and visitors alike had the best possible experience when it came to beer. So the new can was a timely and practical innovation and we're delighted that it has been recognised by Starpack."

"Helping our customers differentiate their brands with distinctive and functional packaging is our main objective at Crown," said Chris Homfray, President, CROWN Europe. "Throughout our history, we have a track record of bringing innovation to consumer product goods companies for added shelf appeal and brand loyalty. And now, with our latest technologies, we are partnering with manufacturers to boost their brands not only on the retail shelf but also at large events."

The Starpack judges selected the full aperture end can on the basis of its innovation and practicality. The judges called it a "breakthrough innovation" saying that it makes drinking from the can a new pleasurable experience, whilst being practical and time-saving for event bars.



Notes to editors

SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the world's largest bottlers of Coca-Cola products.

In the year ended 31 March 2010, the group reported US$3,803 million adjusted pre-tax profit and group revenue of US$26,350 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.

This announcement is available on the company website:

High resolution images are available for the media to view and download free of charge from or

SABMiller plc has exclusivity to the full aperture end in certain key markets

The Starpack Awards are organised by IOM Communications Ltd, a wholly owned subsidiary of the Institute of Materials, Mineral and Mining (IOM3). The Awards are endorsed by The Packaging Society, a division of IOM3.

For further information visit


Bianca Shevlin
Corporate Media Relations Manager
SABMiller plc
t: +44 20 7659 0172


Back to news index