China has overtaken the U.S. as the world's largest beerdrinking market. To capture that business, Budweiser has launched an innovative morphing can that, courtesy of a specialized aperture end, changes from a conventional can to a open-ended drinking cup for toasting.
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The "gan bei" drinking ritual is a centuries-old tradition in China. Brand owner Anheuser-Busch InBev honor the custom with this new packaging, with a 200-diameter end developed by Crown Holdings Inc. The new 360 End, capping off the 150ml can, is slated for limited release in China, targeting nightclubs and the booming karaoke scene.
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According to Ricardo Dias, vp of procurement for AB InBev APAC, "The gan bei can is a brand new product with a very specific goal: enhancing the drinking experience for Budweiser consumers, who have increasingly sophisticated taste."
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The ends for the Budweiser can currently are produced in Europe, with final filling in China.
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