Bloomberg reports that the container is an easy-to-open beer can that converts into a drinking cup once opened, and which can be refilled. The reusable nature of the cup will help cut back on its use as a “missile” by aggressive spectators, said Norman Adami, managing director of SABMiller's Johannesburg-based business. It will also cut back on the number of beer containers that have to be handed out.
The 440ml can is also fully recyclable.
The can will be used at fan parks in South Africa screening World Cup matches live for fans without tickets. World Cup sponsor Anheuser-Busch InBev NV is selling its Budweiser branded beers in stadiums, leaving SABMiller to exploit the fan parks.
