Bitters in cans appeal to younger urban audience

A range of carbonated bitters usually seen in traditional glass bottles are now available in Germany in 33cl cans from canmaking firm Ball Packaging Europe.

Haindl’s Bitter Lemon, Ginger Ale and Tonic Water are being packed in aluminium containers in a bid to address a young, active, urban audience.

They are distributed by Rhodius Mineralquellen und Getränke GmbH & Co, which acquired the Haindl’s brand in 2011 and is one of Germany’s largest drinks bottlers, producing about 2.2 million hectolitres of soda drinks and water each year, including PepsiCo products.

The cans used by Haindl’s are adorned with a QR (Quick Response) code which customers can scan using their smartphone camera in order to retrieve Haindl’s web page. This provides extensive product information, including cocktail suggestions. Carbonated bitters are traditionally used as mixers in long drinks such as vodka and lemon or gin and tonic.

Founded in 1865, Haindl’s was first to launch carbonated bitters onto the German market, gaining for itself a reputation for refreshment with an adult taste. Originally, these drinks came from Britain, with over the years modifications being introduced. Today, these carbonated bitters remain highly popular, with the market segment undergoing steady growth. Market research company Nielsen reports that in 2011 there was an increase in sales volume of over 14 percent year-on-year.

Based in the Eifel region, Rhodius Mineralquellen und Getränke boasts annual sales of around 75 million euros.