Wenlock Spring revamps popular can range
The Wenlock Spring water brand has redesigned its popular cans to capitalise on the rapid expansion of the UK’s canned beverage market, especially among the environmentally-conscious GenZs.
The new look 330ml still and sparkling cans signal a move away from the firm’s existing branding. Being typography-led, the hope is that the design will boost chiller presence alongside the rising number of popular canned beverage brands now offered within the HORECA sectors.
And, with 60% of Gen Zs favouring brands with sustainable credentials (according to research by First Insight), and over half of UK adults believing cans to be more environmentally friendly, the recyclable cans also appeal to the environmentally conscious.
The new packaging is not Wenlock Spring’s first foray into canned beverages, having introduced canned water into its range in 2022 as part of its ongoing commitment to sustainability.
Using manufacturing methods designed to protect the environment while reducing the company’s carbon footprint, each new can takes just 60 days to be recycled and remade into a new one using 95% less energy than using raw materials.
As well as bolstering Wenlock Spring’s sustainable offering, the launch also comes in response to the growth of canned beverages across the wider RTD sector, with an increasing number of both alcoholic and non-alcoholic beverages now appearing in aluminium cans.
This coupled with online-led consumption habits of the so-called ‘sober-curious generation’, with 40% of GenZs saying they limited their alcohol consumption in 2023, has prompted an increase in popularity.
The new cans also bring with them an opportunity for hospitality venues to boost profits by encouraging customers to opt for premium still or sparkling water rather than defaulting to tap water.
Wenlock noted that while appearing to be free, tap water still comes at a cost to businesses without the added profit that comes with the sale of a premium canned or bottled beverage, making the new cans a potentially lucrative addition to drinks menus.
Matthew Orme, director at Wenlock Spring, said the brand is always thinking of ways to reduce its impact on the environment, which is why Wenlock Spring offers its natural source water in a can.
“Aluminium cans are having a moment in the water category, as consumers and businesses reach for convenient, recyclable packages,” Orme added.
“Making aluminium cans from recycled metal is 20 times more energy efficient than using raw materials and a process that can be repeated over and over again, making them a great choice. They can be recycled and remade into new cans in just 60 days – it’s a true closed loop.
“Our canned format is perfect for outdoor events and festivals – they are light, convenient to store, and can be easily recycled. They also take less time to chill down in a fridge, requiring less energy to do so.
“With a focus on bolder aesthetics, increased brand cohesion, and enhanced shelf presence, we wanted to redesign our cans to create a stronger and more distinctive visual identity that strengthens our position in the market and ensures we remain at the forefront of the industry.
“The younger generation is also bringing unique, often online influenced habits to beverage consumption which our industry needs to be aware of, with many seeking eco-friendly products and low and non-alcoholic drinks as they turn to healthier lifestyles.”
