Indian drinks firm drop bottles for cans

India’s first fruit flavoured carbonated drink is to switch from glass bottles to cans.

Rio Fusion Drinks has chosen to partner with Rexam Beverage Can in a deal that will see Rexam India produce the 330ml sleek can for the drink.

Manufactured at Rexam’s Taloja plant, where a state-of-the-art aluminium line was opened in November 2012.

Rahul Sangoi, director of sales and marketing for Silver Ice Beverages the parent company of Rio-Fusion Drinks, says, “We have a developed a great working relationship with Rexam over the last three years, which has yielded success within the beverage market.

“Rexam’s ways of working go beyond the pure manufacturing of cans.

“Their team approached us with a design proposal and worked closely with the Silver Ice Beverages to create a new look brand that is both youthful and full of energy.

“Having previously packaged in glass, Rexam was also able to set us up with appropriate can filling facilities, making the transition to aluminium cans a smooth one.”

Rio-Fusion Drinks, which are enhanced with Vitamin C and honey, come in five flavours and are targeted at teenagers and students and are currently available in cafés, canteens and pubs.

The move to aluminium beverage cans will be supported by a new website and regional initiatives where the sustainability benefits of the aluminium can will be promoted.

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