Saying "Gan Bei!" With Budweiser in China
“Gan bei” is the traditional drinking ritual in China – closely related to the “Cheers!” toast in the U.S. When AB InBev decided to launch Budweiser in a premium 150ml beverage package targeted at nightclubs and the karaoke scene, the company chose to feature Crown's unique full aperture end.
The 360 End® allows the entire can lid to be removed, turning the beverage can itself into a drinking cup. We worked closely with AB InBev to adapt the 360 End® for the Chinese market and developed ultra-high quality graphics for the uniquely sized can.