Monster Import Debuts in Resealable Cans From Ball

June 04, 2009

Monster Energy, Corona, Calif., has launched 550 ml Monster Import in resealable cans from Ball Corporation . The cans feature the Ball Resealable End (BRE) and are supplied by Ball Packaging Europe, filled in The Netherlands and imported to the U.S. for sale.

The BRE is a revolutionary aluminum can end with an integrated flat opening mechanism made of plastic. The can is opened by simply turning the mechanism and is easily sealed again by turning it back. Unlike previous solutions for resealing beverage cans, the BRE allows the can to retain its flat end and therefore its stackability, efficient space utilization and other logistical benefits for transport, storage and retail.

Cans featuring the BRE were first introduced in Europe in 2008 and caught Monster's eye last summer at the Spanish Moto GP.

"When we saw this can we knew it would be perfect for Monster as we continue to expand the energy drink category reach with true innovation," said Geoff Bremmer, brand manager, Monster Energy. "Monster Import super premium formula was developed in Europe and packaged in this unique 'One Hand, No Hassle' resealable can, which will create a new buzz in the energy category."

The BRE adds resealability to the long list of beverage can benefits, such as superior shelf life, tamper-resistance, the ability to chill quickly, excellent billboard space and recyclability. The end meets the most stringent convenience and safety requirements: it is drip-tight, very easy to open and completely pressure stable (up to 6.4 bars). The tamper-proof seal is retained and the new can end provides an absolute barrier against light and gas.

The resealable beverage can is the result of close cooperation between Ball Packaging Europe, Coca-Cola and the Dutch company Bound2B B.V. Antonio Perra, managing director and partner in Bound2B B.V., invented the resealable can end and developed it to market maturity together with Ball Packaging Europe.

Ball Corporation is a supplier of high-quality metal and plastic packaging for beverage, food and household products customers, and of aerospace and other technologies and services, primarily for the U.S. government. Ball Corporation and its subsidiaries employ more than 14,000 people worldwide and reported 2008 sales of approximately $7.6 billion. For the latest Ball news and for other company information, please visit

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