The traditional Russian beer brand Alcon has teamed up with the world's leading beverage can manufacturer Ball for its BRAUS product. Previously available on the market in 500 ml glass bottles, the popular craft beers are now also available in aluminium cans.
Thanks to full-surface design and Augmented reality (AR) technology creates a new brand experience that appeals to a wide variety of consumers. The cans are easy to sort and recycle. The beer is available in Russia in the two varieties Bavarian Lager Premium BRAUS and Amber Ale BRAUS.
Interactive design
Alcon positions BRAUS as a „craft beer with a special flavour and character“. To create a Refreshed brand image The company opted for Ball's leading HD printing technology to convey the flavours on the can. The portraits, designed with attention to detail, reflect the character of each flavour.
Together with Ball, the branding agency ASGARD and AMA-LAB, the company is using augmented reality technology on beverage cans for the first time in Russia. The specially developed BRAUS App (available in the App Store or on Google Play) brings the portraits to life as soon as you point a mobile phone camera at the label.
„In view of the increasing success of craft beers and the growing popularity of the BRAUS brand in Russia, we have made a conscious decision to extend our range to the Russian market. Aluminium cans offer. Not only do we want to win new fans, but we also want to strengthen our Sustainability promise redeem.
Our aim was also to be the first Russian beer brand to use augmented reality. We are very satisfied with the result. This would not have been possible without our partner Ball, who played a key role in this launch.“
Nikita Volkov, Marketing Director at Alcon
From 2017 to 2018, the market share of beer in cans in Russia grew by seven per cent. Lightweight and unbreakable, beverage cans provide optimum protection for their contents. They are also the most frequently recycled beverage containers worldwide.
„We are inspired by companies like Alcon that are committed to sustainability and want to reduce their carbon footprint. We are delighted that Alcon has chosen us as a partner to bring the new designs to life.
And as the market leader, we were naturally delighted that Alcon used our technologies to realise the first AR project in this area in Russia. We can't wait to experience the performance of these products at the point of sale.“
Irina Dolyanovskaya, Sales Manager at Ball in Russia
Source: Ball Corporation
