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In parallel with driving production and material efficiencies ever higher, manufacturers have applied an array of innovations enhancing the tab’s functionality and branding potential. “Since the progression from the old ring-pull to the modern tab there have been further big changes,” observes Mr Neilson. “The industry has introduced systems to regulate the flow of the beverage, and anti-rotational technology and finger wells to improve ease of opening. These days demographic analysis of young and old consumers is applied in order to ensure we are supplying a product that every consumer finds easy to use.” Meanwhile, a variety of technologies have been deployed to render the tab the secret weapon of the beverage can in the branding war. From tabs punched with a logo or etched with lasers, and from thermochromic finishes to promotional codes digitally printed on the underside, the smallest component of the can has the potential to be the focus of the consumer’s emotional connection with the container. THE FUTUREHowever, the innovation does not stop there. Talk to any can manufacturer and they will enumerate areas of improvement in tabs that they are still working to address, whether this is further improving ease of opening or working to bring to market a commercially viable re-closable end. This, indeed, is a generalisation one can extend to the beverage can segment as a whole. For all the cutting edge technologies that are applied to the format, perhaps the most impressive thing about the industry is its pervasive culture: a passion for innovation. It is a business proud of its achievements but usually more excited about the next innovation.“Halting innovation is equivalent to dying! We as an industry are responsible for retaining that licence from society to operate,” declares Pim van Dam. “There are several big areas of innovation under consideration right now. For example, we’ve been working for years on pre-coated (PET film) material. On the end side, there is a series of interesting design opportunities to be considered in conjunction with new can formats to come. With coatings, we keep a close eye on global developments in the special effects category. “As it is in the realm of innovation, most things are possible but only a few things are affordable. The biggest risk, however, is not taking the risk, so it’s important to keep the ‘Yes, we can’ mind-set for the benefit of societal advancement.”Bill Neilson echoes these sentiments: “I’ve been in the business since 1989,” he concludes. “I’m very proud of the achievements of the industry over that time – in both the visible innovations and the non-consumer-facing ones such as those that have reduced water and energy consumption. Over that same period the thickness of can walls have reduced by 107μm to 87μm. The idea that a can might be thinner than a human hair rather frightens some people, but performance is as secure as ever. “There is always something different going on in the beverage can industry. We are always looking for the next big thing: the plant of the future, the can of the tomorrow.”nAbove Bill Neilson, Technical Vice President at Ball Packaging EuropeEUROPEAN CAN MARKET REPORT 2016 21INNOVATION