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New can. Original taste.
Original and Caribbean Rum Cask are moving into cans in Sweden. Read on to learn more about why we're making this exciting transition!
The beer and quality
Q: Is the beer changing?
A: No. The recipe, flavour and our cask-aged process remain exactly the same. Only the format is changing.
Q: Does this affect quality?
A: No. Cans are an excellent format for preserving beer quality. They protect beer from light and help keep it tasting as intended.
Q: Will consumers notice a difference in taste?
A: No. The taste is unchanged. If anything, cans can help keep the beer fresher by protecting it from light and oxygen. Best serve is still to chill and pour into a glass.
The move to cans
Q: Why move to cans?
A: Cans chill faster, travel well, and are easy for consumers to store. They also protect the beer from light and oxygen, and they align with how shoppers in Sweden increasingly buy premium beer.
Q: Is this normal for premium beers?
A: Yes. Most premium lagers, IPAs and imported beers now offer premium can formats, and Sweden is particularly advanced in that shift.
Bottles and availability
Q: Are bottles being discontinued?
A: Bottles will not be available through Systembolaget during the transition. They might pop up in the order assortment in the future.
Q: I prefer bottles. What should I do?
A: Keep an eye out for our Limited editions as they will continue as normal, typically in bottle.
Price and value
Q: Will it be cheaper because it’s a can?
A: Yes. The new price of the can range will be as follows: 19,90 kr + pant.
Timeline and rollout
Q: What is the timeline for this?
A: The change will roll out in line with listing cycles and stock turnover - it is expected to start from 6 March. As can stock lands and bottle stock runs down, stores will transition.
In-store positioning
Q: Will the product move location in store?
A: No planned move. Our beers should remain in the same section as today, though individual store layouts can vary.
Sustainability and environment
Q: Can you tell us about any environmental benefits of this initiative?
A: Aluminium cans are highly recyclable and widely recycled in Sweden. Environmental impact depends on recycling rates and the wider system, but cans are generally a well-supported, circular format. It is a lighter format, so our net CO2 footprint will decrease vs shipping bottles from Scotland to Sweden.
Range and limited editions
Q: What about limited edition beers?
A: Limited editions will continue as normal, typically in bottle. Pack format can vary by release and market needs, but the principle stays the same: protect the quality, keep the beer premium, and make it easy for shoppers to buy.
