Innovative water brand Wenlock Spring has revamped its highly sought-after cans to leverage the rapid expansion of the UK’s canned beverage market, especially among eco-conscious Gen Z consumers.
The newly designed 330ml still and sparkling cans represent a departure from the company’s previous branding. With a striking typography-driven aesthetic, Wenlock Spring aims to enhance its visibility in chillers amid the increasing variety of canned beverage options now available in the HORECA sectors.
As research from First Insight indicates that 60% of Gen Z consumers prefer brands with sustainable credentials, and over half of UK adults perceive cans as more environmentally friendly, the recyclable cans cater to the growing demand for eco-friendly options.
This new packaging marks not Wenlock Spring’s first entry into the canned beverage arena; the company debuted canned water in 2022 as part of its unwavering commitment to sustainability. Utilizing environmentally-friendly manufacturing methods to minimize its carbon footprint, each can can be recycled and remade in just 60 days, consuming 95% less energy compared to making new cans from raw materials.
In addition to enhancing Wenlock Spring’s sustainable product line, this launch responds to the surging popularity of canned beverages within the broader ready-to-drink (RTD) market. A diverse range of both alcoholic and non-alcoholic drinks increasingly appear in aluminum cans.
Furthermore, the online-driven consumption patterns of the ‘sober-curious generation’ are contributing to this trend, as 40% of Gen Z individuals reported limiting their alcohol intake in 2023. The new packaging also presents hospitality venues with an opportunity to increase their profits by encouraging patrons to choose premium still or sparkling water over complimentary tap water. While tap water seems cost-free, it incurs expenses for businesses, whereas premium canned beverages can generate additional revenue, positioning these new cans as a lucrative addition to drink menus.
Benefits of Beverage Cans
- Beverage cans chill more rapidly than alternative packaging formats.
- Cans are easier to stack, making storage and transport more efficient compared to bottles.
- Cans provide a complete barrier against light and oxygen, helping to maintain drink freshness for extended periods.
- Aluminum cans boast the highest recycling rates globally among beverage packaging, making them a significantly more sustainable option than PET bottles.
- On-the-go occasions—such as picnics, festivals, and barbecues—favor cans, which are portable, lightweight, and available in suitable portion sizes.
Matthew Orme, director at Wenlock Spring, stated: “We’re always thinking of ways to reduce our impact on the environment, which is why we offer our award-winning, 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.”
“Making aluminium cans from recycled metal is 20 times more energy efficient than using raw materials, and this process can be repeated indefinitely, 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 in a fridge, requiring less energy.”
“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 bolsters 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, prompting our industry to adapt. Many seek eco-friendly options and low or non-alcoholic drinks as they embrace healthier lifestyles.”
For further details on the cans, available in cases of 24 and pallets of 120, visit https://www.wenlockspring.co.uk or call 01694 781277.
