Rexam first put the can into production earlier this year at its plant in Naro-Fominsk, Russia and Baltika has become the first customer to use it.

“The King can reaffirms our commitment to lead the can industry in innovation and demonstrates our ability to produce packaging formats that provide value for our customers in meeting the needs of today’s consumer,” said Ann Bonner, Rexam’s Marketing Manager for Beer and Soft Drinks. She added: “Baltika is market leader in Russia in terms of sales volumes and innovation and the new can supports and reflects its leading brand status. The 1 litre format sees Baltika literally towering above the competition!“

The launch is being supported by a nationwide marketing campaign including TV commercials, billboards and national print as well as promotional activity.

Marcho Kuyumdzhiev, VP of Baltika Breweries, commented, “Already market leader in the can segment, Baltika is the first and only Russian Brewer using the 1 litre aluminium can format. The huge can is the first of its kind in Europe and the largest capacity two-piece aluminium can available anywhere in the world."

“We continue to strengthen our leading position in the Russian beer market and see innovation as the way forward. Our aim is to cover all consumer needs with bigger sizes for both mainstream and premium products."

“Working with Rexam has been extremely straightforward and we hope to continue a long-term and effective partnership in the future.”