Innovative Cricket-Themed Shaped Can Adds Value in Competitive Australian Beer Market

Crown Holdings Shaping Technology Licensed by Amcor Ltd.

PHILADELPHIA, April 7 /PRNewswire-FirstCall/ -- Crown Holdings, Inc. (NYSE: CCK) (Crown) announced today the success of a special shaped can replicating a sports jersey for Victoria Bitter (VB), a popular Australian beer produced by Carlton & United Breweries (CUB), via a licensing agreement with Amcor Limited, the leading beverage can manufacturer in Australia and New Zealand.

The 375ml (approximately 12 ounces) limited edition cans were launched to coincide with the 2003-2004 VB Series One-Day Cricket International competition between Australia, India and Zimbabwe. Designed to resemble an Australian One-Day Cricket Internationals jersey, the VB Cricket Shirt Shaped Can is contoured in a comfortable, easy-to-grip shape. Individual players' numbers are featured on one side of the container, with an embossed VB logo on the other, enhancing the tactile appeal of the package. The shirt's "sleeves" merge with the VB logo, creating a slightly asymmetrical shape.

Twelve different shirt variations have been produced and distributed in specially designed 12-pack cartons. Each carton contains a combination of players, giving consumers a chance to field their own "team."

The VB-shaped package further differentiates itself with an attractive gold can end that features a wide mouth opening to enhance drinkability.

"Developing this special edition can is a great way for us to leverage our involvement with Australian cricket, differentiate the brand and improve the consumer experience where it matters most - in the hand," explains John Murphy, Marketing & Sales Vice President for Carlton & United Breweries.

The ability to create this unique design results from Crown's patented high-pressure blow-forming process, which begins with printed preforms placed in precision-engineered molds to create the desired shape. The preform is then blow-formed using high-pressure air, causing it to expand into the shape of the mold and forming the unique package.

"We worked closely with Carlton & United Breweries to develop a package that would add value in the highly competitive beer market," says Darryl Roberts, Group General Manager, Metal Packaging, Amcor Limited. "Consumer response was extremely positive, with the supply selling out between the Christmas period and the official start of the competition."

Crown Holdings, Inc., through its affiliated companies, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, PA.

SOURCE Crown Holdings, Inc.