BURGROHL / LONDON (IT BOLTWISE) – The soda can is making an unexpected comeback, driven by the boom in energy drinks. Companies like Rhodius are benefiting from this trend and investing in new capacities to meet increasing demand. Despite concerns about sustainability, the can is proving to be a popular on-the-go packaging solution.
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The beverage can, once a symbol of the throwaway society, is currently experiencing a remarkable renaissance. Driven by the boom in energy drinks, the can has developed from a slow seller to a sought-after packaging format. Companies like Rhodius, a medium-sized bottler from Burgbrohl in Rhineland-Palatinate, are using this trend for their growth. With a production capacity of up to 200,000 cans per hour, Rhodius is now one of the most important can fillers in Germany.
The turning point came with the increasing popularity of energy drinks, which are sold almost exclusively in cans. These drinks, particularly popular with young consumers, have reinvigorated the can. Supermarkets and major brands such as Coca-Cola and Red Bull are investing in new bottling facilities to meet growing demand. Even traditional brands like Lipton and Spezi are back to the can.
However, the sustainability of the beverage can remains a controversial topic. While associations emphasize that the can is now 99 percent recyclable, environmentalists criticize the energy-intensive recycling process and the high use of resources in aluminum production. Nevertheless, consumers’ concerns seem to be low, as the moment of consumption and convenience are the main focus.
For Rhodius and other manufacturers, beverage cans offer an attractive opportunity to position themselves in the market. With small filling quantities and a high contribution margin, the can has developed from a cheap beer container into premium packaging. Rhodius boss Hannes Tack sees the trend pragmatically and emphasizes that demand for the can just needed time to come back.
Overall, the comeback of the beverage can shows how quickly packaging trends can change and how companies can take advantage of these changes. While mass production used to be the focus, today convenience and style are crucial. The beverage can is an example of how a once frowned upon product can develop into a modern trend.
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