Asahi Breweries Adopts NKK Steel Can
In April, Asahi Breweries, Ltd. introduced a 350ml steel can version of its Asahi Super Dry beer, currently Japan's top-selling brand, in three cities in Hiroshima Prefecture (Fukuyama, Mihara and Onomichi) and two cities in Okayama Prefecture (Kasaoka and Ibara). The can is made of tinplate manufactured at NKK's Fukuyama Works, replacing the traditional aluminum material. Aluminum cans have dominated the canned beer market until now, with few brewers using steel cans. However, the facts that steel is easier to recycle and the entire process--from manufacturing through recycling--consumes less energy with less carbon dioxide emission compared to aluminum, was appreciated under Asahi's environment-oriented business policy, prompting the full-scale adoption of the eco-friendly steel can in the five cities. The steel can is produced by Toyo Seikan Kaisha Ltd., Japan's largest can manufacturer. In the Fukuyama and Kasaoka areas, Sapporo Breweries has already adopted a 350ml steel can for its mainstream product Sapporo Nama Black Label draft beer. Local consumers are now able to buy two brands of beer in steel cans. The Steel Can Committee of the Kozai Club, an association of steelmakers and trading companies, has been striving to expand the demand for steel cans since 1997, advertising the environmental superiority of steel cans and technological advances that have enabled the weight reduction of cans and improved flavor preservation characteristics. As a member of the committee, NKK is stepping up its promotional activities with a view to encouraging customers to adopt steel cans for other beers and canned beverages. |
