Regardless of a beverage's content or packaging, a plastic or metal cap or closure is necessary to keep the packaging spill-proof and contents fresh. Thus, beverage-makers are committed to giving consumers caps that are easy to open, tamper-resistant and biodegradable while still communicating the brand’s identity by using a variety of colors, shapes and graphics.
Closure placement in bottling might be at the end of the line, but if you overlook the smallest of marketing billboards, manufacturing and product sales could fall flat from the start. The drink won’t fly off the shelf if a cap is too hard to open, a bad seal causes degradation, or powdered flavoring or additives don’t mix correctly.
The International Society of Beverage Technologists (ISBT) convened in San Antonio, April 28-30 for BevTech 2014. Each day of the 61st annual meeting of the ISBT featured a keynote speaker, educational presentations from industry experts, and targeted presentations from three of the ISBT’s nine technical committees.
In the face of SKU proliferation and the growth of single-serve bottles, Cleveland-based The Freedonia Group Inc. projects that U.S. demand for beverage caps and closures will increase 4.1 percent in value and 2.1 percent in volume annually to $3.3 billion and 150 billion units in 2016.
The role of caps and closures has been to seal and preserve the product inside. But as the years go on, that job description keeps getting longer and longer. Beverage-makers are looking for tops that reflect their brand; keep the environment in mind; offer color, printing and form options; provide ease of use for consumers; showcase innovation; and maintain product integrity and safety.