Alcon shifts from glass bottles to Ball aluminium cans for its craft beer range BRAUS

Alcon has reportedly launched its craft beer range BRAUS in aluminium cans designed to offer a unique consumer experience and easy to sort and recycle.

To maintain its position as a craft beer with a special taste and attitude, Alcon chose Ball’s leading HD technology for its cans that would reflect the personality of each flavour through the facial illustrations on the cans. Extending the appeal one step forward, Alcon has also added Augmented Reality (AR) technology to the cans.

Shoppers can also download the BRAUS mobile application from the App Store or Google Play Store and then point their camera at the beer label to see and hear the portraits come to life.

Nikita Volkov, marketing director for Alcon, commented: “With craft beer becoming increasingly popular in Russia, as well as the rising popularity of our BRAUS range, we made the conscious decision to launch the range in aluminium cans to not only reach out to new fans but also drive home our sustainability credentials. When creating the original design for BRAUS, we wanted to be the first in Russia to launch an AR project like this and we’re delighted with the results we have achieved. None of this would have been possible without our partnership with Ball, who has been integral to our launch.”

Irina Dolyanovskaya, Russian sales manager at Ball, said: “We are really inspired by companies like Alcon who embrace sustainability and aim to change their footprint and we’re delighted that they chose us to partner with to bring their new designs to life. As market leaders ourselves, we’re overjoyed that Alcon was able to utilize our enhanced can technology to bring the first AR activation to Russia and we can’t wait to see the results of its performance on-shelf.”