The Can: Pop Packaging That Resonates with Gen Z

The can has long been the go-to packaging for convenient, “on-the-go” consumption; it is no coincidence that beyond the world of beer, classic soft drinks have adopted it for decades. Even today, the alcohol-free sector—including producers of “new-age” beverages that defy traditional categories—is doubling down on this format.

While glass remains the preferred choice for high-end market positioning, it is certainly telling that several companies across various segments have recently introduced cans as their latest innovation.

Take Heineken, for instance, which launched its 0.0% version in cans for the modern trade. Similarly, Fever-Tree is making moves. After debuting in the premium RTD (Ready-to-Drink) segment last year with 25cl cans of Mediterranean Tonic Water, Ginger Beer, and Pink Grapefruit Soda, the brand is set to unveil three new references in a 15cl single-serve format at the Beer&Food Attraction trade show. These include Premium Indian Tonic Water, Mediterranean Tonic Water, and Sicilian Lemonade. Available in both retail (Esselunga, Carrefour, Despar) and HoReCa, these single-serve cans reduce waste, optimise fridge space, and offer excellent value for money. While designed to be enjoyed neat, the 150ml size is also the perfect measure for a single cocktail, such as a Gin & Tonic.

Fonte Margherita 1845 is also following suit, extending its range—previously exclusive to glass—into 25cl cans. Following the October launch of their HoReCa and vending line (Chinotto, Aranciata, Tonic, and Lemonade, alongside Lemon and Peach Teas), they will soon roll out the same format for their Azzurra retail line. Both Fever-Tree and Fonte Margherita 1845 are targeting a demographic seeking soft drinks crafted with high-quality ingredients.

The Secrets Behind the Can’s Success

The success of this packaging in the non-alcoholic space is built on both technical and aesthetic foundations:

• Preservation: Aluminium acts as a “total blocker,” shielding the product 100% from sunlight. This prevents the oxidation of the delicate botanicals and aromas typical of premium alcohol-free products.
• Structural Integrity: Whether the liquid is still or carbonated, the can provides a perfect seal.
• Thermal Conductivity: As an excellent heat conductor, aluminium ensures “instant chill,” cooling down much faster than insulating materials like glass or plastic.
• Sustainability: While aluminium has a high initial production footprint, it is infinitely recyclable with significantly lower energy consumption than primary production. Furthermore, its lightweight nature drastically reduces the environmental impact of logistics compared to glass.

From an aesthetic perspective, thanks to high-impact graphics and “slim” silhouettes, the can has become an attractive design object for younger audiences, capable of communicating a truly premium brand identity.

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