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.
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.
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."
The ends for the Budweiser can currently are produced in Europe, with final filling in China.