The celebration was organized by Gie La Boite Boisson, the French Association of Beverage Can Makers to mark the 80th anniversary of the can. And the venue matched the occasion: 10th floor of a building adjacent to the Eiffel Tower, with a 180° view over Paris.
The whole French beverage industry was present with around 100 attendees, from the metal suppliers represented by ArcelorMittal to the consumer goods brands (Coca-Cola, Suntory Group, Kronenbourg among others), recycling players (Eco-Emballages, Association des Maires de France, local associations, etc.) and obviously can-makers.
The speakers were very varied and representative of the dynamism of the industry, with a great opening speech by Mercedes Erra (Executive President of Havas Worldwide and Founder of BETC) about the new consumption types, sharing economy, and their impact on value creation for the brands.
It was the perfect occasion to pass all our messages on the advantages of the steel cans, and especially on the recyclability and potential weight reduction for the future.
Trendy, modern, convenient, sustainable, all the speakers showed enthusiasm in the future of the metal beverage can as that packaging fulfills anyone's expectations.
Consumed everywhere at all instant, at home or on the go, that packaging is available in all selling spots. An interesting speech on retailing infrastructures underlined the specific development of the Drive and Proxy stores where the beverage can has a role to play.
Finally the metal recycling performances were reminded stressing the necessity to sort the beverage can wherever consumed and particularly in festivals and leisure events via the industry program Every Can Counts.
Pascal Amelot, Managing Director of ArcelorMittal’s Flat Products Packaging division and Cecile Piquemal, Key Account Manager ArcelorMittal’s Flat Products Packaging division