Rexam is working with South African wine producer Eve on the international launch of its sparkling rosé, white and red wines in a 250ml aluminium “slim can”.
The packaging producer says the container has had an “exceptionally positive” test market response in South Africa, appealing both to the initial target market of 18-34 year-old women and to “a much broader consumer market”, including men. With a new plant operational in Cape Town since September, Eve plans shortly launching the can into parts of Europe, Australasia and the US.
Faan Muller, marketing director, says: “The overwhelming response to our pilot launch in 2006 is better than we could have imagined; the sophisticated cans are the perfect single serve addition to the Eve portfolio. The design possibilities of the can are endless and, with Rexam’s help, we have created an inspirational pack which brings our brand to life.”
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Already enjoying a positive reception in South Africa, the Eve cans will shortly be launched into Europe, Australasia and the US