A sparkling global first: Cider from the “Bembel” can

Whether it’s pure, „sour“, or mixed with Cola: The typical beverage of Hesse – a special sort of cider – finds its ideal package in the beverage can.

BEMBEL-WITH-CARE, a start-up company based in the region, replaces the old-fashioned stoneware pitcher (the traditional “Bembel”) with a stylish aluminium container from Ball Packaging Europe – with the purpose of giving its specialty drink access to a younger group of consumers.  Produced by a traditional winemaker, BEMBEL-WITH-CARE in cans has been available at retail chains and via the Internet since early August. This is just the beginning, though: Thanks to the cool, matte lacquered outfit, BEMBEL-WITH-CARE is intended to become a nationwide German trend beverage soon.

In Germany, cider has led rather a sort of wallflower existence until now. “Unjustifiably”, according to Benedikt  Kuhn and Kjetil Dahlhaus. In the opinion of the two avowed cider fans the traditional drink might even turn into the next trend beverage – if only its appearance were a bit more attractive: “Young consumers consider cider staid and uncool. This is due to the fact that it is still presented in a form that holds little appeal for this group.”

In 2007, Kuhn and Dahlhaus – both designers with a university degree – accordingly founded BEMBEL-WITH-CARE, a new cider brand including the attendant merchandise products, specifically aimed at this trendy target group. After the market introduction a year ago, BEMBEL-WITH-CARE initially sold its cider in five-litre party cans via the Internet – with steadily rising demand. Since August 2009, the new drink has been sold also in the 0.5-litre can throughout Germany. It comes in three flavours: Pure Apfelwein, Sour Apfelwein and Apfelwein Cola. „The beverage can appeals in particular to young consumers”, Kuhn explains. “Moreover, as an on-the-go package it is ideal for our target group, who are mobile and trendy”.

For the time being, BEMBEL-WITH-CARE cans are available at petrol stations and convenience stores, but also at regional retail chains. Cider fans outside Hesse can easily order the refreshing drink in the can via the Internet and have it delivered to their homes. These distribution channels are intended to promote nationwide sales in Germany. “It is our objective to not only sell our own products, but increase total cider consumption figures in Hesse and throughout Germany”, Kuhn explains. “The can will help us to achieve this goal.”

Clear market strategy with cool cans
For the two company founders the can is not only an extremely practical package, but a package that in terms of both style and design clearly distinguishes itself from the brown glass bottles otherwise customary in this segment. „The can leaves enormous scope for design”, Kuhn explains. The design of the  BEMBEL-WITH-CARE container makes full use of the benefits of the beverage can: It looks modern and slightly puristic – and appears classy and innovative thanks to the matte finish process used to print the can. In designing the can, BEMBEL-WITH-CARE closely cooperated with Ball Packaging Europe right from the start. "We certainly had quite specific ideas - and they were welcomed at Ball Packaging Europe", Kuhn says. "Ball offered us the matte finish process, which is innovative for the can and perfect for the implementation of our ideas." The 0.5-litre beverage cans are a first both for the cider and the beverage can industry. “None of the 250 Hesse-based winemakers has ever come up with the idea of filling their ciders in beverage cans“, Kuhn says with astonishment. To ensure that the product and package always meet all quality standards, Ball Packaging Europe initially carried out the customary filling and shelf-life tests – with consistently positive results.
Consistent quality

The  BEMBEL-WITH-CARE cider is clarified through filtration and pasteurised. This gives the cider a shelf life of one year as well as consistently high quality. BEMBEL-WITH-CARE’s cider is mild with a high residual sweetness and light carbonation. The mixed product Apfelwein Cola retains the authentic cider flavour. The beverages are produced by the traditional Odenwald winemaker Krämer. Stefan Krämer, managing director, is convinced that BEMBEL-WITH-CARE products will stimulate the whole market: “I am quite certain that due to its design, appearance and the merchandising offered with this product will induce non-cider drinkers to drink cider”.

Cider is exempt from the mandatory deposit - but the can is fed into the recycling process just as reliably and conveniently via the Green Dot system. And this is a veritable plus for the environment: For the recycling of beverage cans saves up to 95 % of the energy required for the production of new metal and thus an equal amount of CO2 emissions. In Germany roughly 90 % of beverage cans are recycled, which has made them the most environmentally friendly one-way packaging.

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