SKOL will use the Impact bottle as part of its premium range for clubs and bars, targeting young consumers between the ages of 22 to 28.
Antti Laakkonen, business manager, Alcoholic Beverages, Ball Packaging Europe, told FoodProductionDaily prior to this launch, SKOL used glass and can packaging from local suppliers in Africa.
“SKOL will use the Impact bottle for more upmarket venues to attract its target market,” he said.
“The aluminium metal packaging has an expensive appearance because it comes in eight different colours and has a shiny surface.
“It is the first time the longneck bottle has been launched in Africa for a premium beer range. Prior to that, we had a shortneck version of the product.”
According to Laakkonen, aluminum bottles are in growing demand, as they are seen as the absolute premium form of metal packaging.
Product benefits include designs with eye-catching graphics in colours including gold and silver, plus a gloss, semi-matte or matte finish.
SKOL’s brief was to create a quality beer brand which can be sold across Africa related to aspiration and fun.
“The initial launch is planned for the Rwandan market only, but if our consumers appreciate our beer in the new Impact Bottle, we may adopt it in some of our other markets,” said Mark Mugarura, marketing director, SKOL Rwanda.
“We partnered with Ball Packaging because we strive to differentiate ourselves from our competitors.”
The Impact Bottle is 100% recyclable: It is light, cannot shutter, chills fast and feels cool. An air cushion absorbs the pressure of carbonation and reduces fizzing.
“The product is testament to the fact that the bottle is a great branding vehicle for companies that want to grow and recruit new customers,” added Laakkonen.
“It also shows in Africa there is a need for differentiation between different brands and manufacturers want to adopt western-style packaging to introduce to the African market.”
Impact Bottles by Ball Packaging Europe are available in sizes: 33cl – 50cl short neck and 33cl – 47,3cl long neck.