The can will be launched in a fridge-friendly six-pack, which can be divided in two, allowing consumers the flexibility to store either in the fridge door compartment or on the fridge shelf. Commenting on the launch, Interbrew UK take-home Managing Director Stuart MacFarlane said, “This innovative ‘day to day occasion’ fridge pack and can provides more choice for consumers, opening up new drinking occasions by catering for people wanting smaller measures.” He adds, “chilled beer is vital to a good ‘at home’ drinking experience and this pack has specifically been designed as fridge-friendly – it is easy to store, cools quickly and does not take up too much space.”

The new can size was the result of a six month project between Interbrew UK and packaging company Rexam. David Brierley, Rexam’s Sales Director for beverage cans in the UK, worked closely on the project and is confident the new can will open up additional drinking occasions for the Stella Artois brand. He comments, “One of the biggest challenges for packaging providers today is to support customers in developing packaging solutions which will fit into the increasingly complex lives of busy consumers. The new half pint can does just that.”

He continues, “cans are an extremely versatile pack – they are available in a wide range of sizes, offer high impact branding opportunities, are lightweight and convenient, and have an unparalleled reputation for keeping the product safe and fresh. In addition to this, cans are the most recyclable package on the market place, a fact that is becoming increasingly important to today’s environmentally conscious consumers.”

The cans will be manufactured at Rexam’s can plant in Recklinghausen Germany.