thirst choice in this issue... Student Video Competition Myth Busting The Queen s Beasts The Can Makers UK Market Report and more...

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1 thirst choice S U M M E R in this issue... Student Video Competition Myth Busting The Queen s Beasts The Can Makers UK Market Report and more... Dear Reader, We are pleased to supply over 9 billion drinks cans to UK consumers every year. Cans continue to be a leading performer in the beverage market, despite challenging economic times and adverse weather. Thirst Choice looks back at recent can industry highlights, from a nationwide initiative for student film makers who met the challenge of busting common recycling myths and forward to the creation of a 3D app for designers to explore and showcase the world of can design. The industry has been working hard to address common misconceptions about drinks can recycling. Inside you can read about campaigns which the Can Makers support to increase recycling rates and much more. We hope you enjoy this issue of Thirst Choice. Main Image: Competition Winners Jens Christensen, James Hurst, Louis King Right: Category winners Sonya Moorjani, Wade Bennett Geoff Courtney Chairman Can Makers

2 A National Search for Student Film Makers The Can Makers are passionate about communicating the benefits of sustainability to young people and giving them a voice to help educate their peers. Myth Busting what happens to your drinks can when it s recycled is the industry s latest project which saw the launch of a nationwide video competition. The aim was to encourage students to dispel the myths around recycling drinks cans in a way that would resonate with other young people. Working in partnership with the prestigious British Film Institute (BFI) and supported by actor Danny Dyer, the Can Makers first heavily promoted the opportunity directly to universities and colleges across the UK. The chance to win the grand prize of 1,500 and a world premier at the BFI was also announced to UK media and echoed through the student social media universe. The entries were judged by a prestigious judging panel including representatives from Defra, Sky Movies, The Independent and experts from across the film and can making industries. They unanimously chose the overall Judging panel The panel was headed by Sky Movies lead presenter, Craig Stevens, who regularly interviews Hollywood stars and hosts film premiers. Other judges were: Geoffrey Macnab, Film Critic at The Independent newspaper and published author. Jennifer Granville, Director of Northern Film School at Leeds Metropolitan University. Dr Colin Church, Director, Climate, Waste and Atmosphere, Department for the Environment, Food and Rural Affairs (Defra). Noel Goodwin, BFI Education Programmer for Young People, who works with young people in film and media. 2 winner Can Heist, created by a team from Goldsmiths University. The winning entries were announced to media and premiered at the BFI in May Competition inspiration Inspiration for the competition came from a report commissioned in 2011 by the Can Makers entitled Recycling on the go: a youth perspective, where, amongst other things, the UK student authors highlighted the confused understanding that exists around recycling. Video was identified as an impactful method to communicate recycling messages and engage young people. Geoff Courtney, Chairman, the Can Makers, who also provided the initial inspiration for the competition Comments: Noel Goodwin, British Film Institute The entries were well thought out, well filmed and fantastic examples of creative thinking to make recycling messages impactful. Danny Dyer, Actor I wanted to see creative videos which told us how important recycling is and the students really delivered the goods. Geoff Courtney, Chairman, the Can Makers The students spotlighted and really challenged the sheer volume of misunderstanding that exists around recycling.

3 The Winners Can Heist Overall Competition Winner Jens Christensen, James Hurst and Louis King, studying BA Performance and Theatre Arts at Goldsmiths, scooped the top prize for their short with a British gangster twist. Originating from Copenhagen, Denmark, Jens love of film making and theatre is literally in his blood. James Hurst has an acting background, having previously worked with The New Vic Theatre and the National Youth Theatre amongst others, whilst Louis is interested in physical aspects of theatre - including sound design. The team, together known as The Basterd Productions, won this award with their first ever film. Winning is the greatest thing that s ever happened to us and it s brilliant as we can now fund more films. We had no idea what happened to our drinks can recycling once it went in the bin, so we learnt a lot making this film. Merging our passion for British gangster movies and lust for film making proved a winning combination. said Jens. The Death and Life of a Can Category Winner Sonya Moorjani from Richmond, The American International University, London won the Most Visually Appealing category with her strikingly shot first person account of one can s journey into another. I wanted to make something humorous, so touched on dark humour by personifying the can and I am honoured to win the most creative video as I'm aware that there is some really great talent out there. added Sonya. The Adventure of the Lonely Can Category Winner Wade Bennett, from The Academy of Contemporary Music, Guildford, won the Most Creative film category with his entry following an animated can s journey as it navigates the real world to find happiness in the recycling bin. Wade commented, It was important to me that the film had a charming, lilting and organic feel as there s virtually no dialogue. To have the first short film I've been involved with win an award is a dream come true. Commendations: The Joys of Recycling by Lance Featherstone, Bournemouth University You CAN Recycle by Dashiell Boyles and Nathan Scott, Leeds Metropolitan University Cans Get Around by Jasmine Hussey, University of Winchester and Emily Barron, University of Exeter To watch the winning entries visit 3

4 Cans Get appy to Lure Designers The Can Makers are helping designers and design agencies to visualise and explore the exciting possibilities of the drinks can in 3D with a brand new app. Packaging is a vital element of any product and the drinks can has long been a pack of choice for brands, consumers and retailers alike. To make exploring different can designs easy and fun, the Can Makers decided to create this fantastic new online (and offline!) tool. British Craft Brewers Embrace Cans The drinks can is already popular in the take-home beer and cider market in the UK, but craft beer brewers are also starting to recognise its benefits. The Camden Town Brewery has become the first UK brewery to install a micro-canning line. They are canning Byron beer and will introduce their award winning Camden Hells Lager in cans to the market later this summer, with plans in place for further canned beers. Mark Dredge, Spokesperson for Camden Town Brewery said, We are very proud of our new canning line and think cans are great for beer. They keep out oxygen and light, two things which make beer taste terrible, plus they don t smash, they keep drinks fresh and cold, they re lightweight and easy to recycle. We can t wait for our cans to hit the shelves. The Can Creator is the first free app of its kind and offers not only a new format, but an easy platform to explore different creations from template to 3D render with different sizes, special finishes and a variety of possibilities. The app will be available to download on Mac and PC in the autumn and will also enable quick and easy sharing of design mock-ups. Camden Town Brewery began in London in 2010 and, in a short amount of time, has enjoyed great success. This year, Camden Hells Lager, one of their many craft beers brewed on site, was awarded a Gold Medal and Champion Lager at the 2013 International Brewing Awards. To find out more about Camden Town Brewery visit 4

5 Busting Drinks Can Recycling Myths Most of us know that recycling is important, but that doesn t mean that we know all of the facts. The truth is there are a lot of myths about what happens to our recycling, especially beverage cans. today and each time metal is recycled, there are significant CO2 emissions savings. Other misconceptions include the difficulty associated with metal recycling and separation processes, that recycling doesn t have a positive impact on the environment and that the public doesn t care about recycling. In order to dispel these myths and rid common misunderstandings that can confuse those trying to do the right thing, the Can Makers have explored and dispelled key myths in its paper: Myth Busting What happens to your recycled drinks can. image courtesy of Novelis In the UK around 60% of all drinks cans are recycled and the metals industry is investing heavily to increase recycling rates further. While a common myth is that not much metal packaging is recycled, this is simply not the case. Many are also unaware that metal can be recycled infinitely with no loss of quality, which has significant environmental benefits. In fact, 75% of all metal ever used is still in productive use The myriad of myths exist, partly because there is an element of mystery in the act of recycling itself. Materials go into a special bin and a truck comes and takes them away, meaning you don t actually see what happens to the recyclables with your own eyes. This paper explores everything from collection to the recycling processes, the permanently available nature of metal and where finished metal ends up. By busting myths and removing common misconceptions there is potential to increase public participation in drinks can recycling and see the UK s recycling rates continue to grow. To read the paper in full visit The Queen s Beasts Get Contemporary Look When Tom Hiscocks visited the stone Queen s Beast statues in Kew Gardens, he sensed their spirits were compromised by the way they were presented. The use of stone was more about a need for permanence than a true reflection of their characters. I thought I would see if I could give The Beasts a contemporary expression. They needed flash, bling and movement, but in a way that respects the world they are part of. Recycled drinks cans offered the answer. The Beasts have been visited by the Queen and inspired an illustrated children s book - promoting the benefits of recycling drinks cans. To find out more visit: Evolving the Consumers Can The Can Makers latest white paper explores the origins of the drinks can and how it has evolved since its UK introduction in 1935 as a bottle-shaped beer can. As society has been affected over the decades by post-war rebuild, economic boom and economic struggle, consumer needs have changed and the can has evolved to meet these demands. Read The Evolution of the Drinks Can: Changing the Consumer s Can here: 5

6 The Can Makers UK Market Report 2012 Overview Deliveries of empty cans in 2012 were 9,382 million, a decrease of less than 1% on This figure masks an increase in cans for CSDs of 0.6% and a decline in cans for beer and cider of 2.2%. These figures show that the drinks can industry is robust and has stood up well to the challenges presented by historic summer weather conditions and recession. Market for drinks cans - UK and Eire Empty can shipments for alcoholic and soft drinks ( millions of cans) ,147 4,235 9,382 5,118 4,331 9,449 4,845 4,554 9,399 4,315 4,463 8,778 3,844 4,684 8, ,000 4,000 6,000 8,000 soft drinks alcoholic drinks source: BCME and Canadean Deliveries of cans for CSDs increased by 29 million or 0.6% in 2012 to 5,147 million, a creditable performance in what was reported by the Met Office to be the wettest summer in 100 years. Soft Drinks UK Soft drinks market Soft drinks market performance 52 weeks to by value millions % change YoY Cola 1, % Pure juice 1, % Energy drinks % Juice drinks Fruit carbonates Squashes Plain water % 1.7% 1.9% 4.1% Water plus Sports drinks Non fruit CSDs Smoothies Lemonade Mixers % -5.6% 0.6% -2.2% 2.3% 5.2% Scantrack The soft drinks market was worth 6,770 million at retail prices in Energy drinks which are sold mainly in cans, have led the growth at 10.1%, followed by Water and Mixers. The sectors that have declined are Sports Drinks and Smoothies. Pack shares The alcohol sector continued to be affected by the economic situation and pressures on disposable incomes. In addition Take Home Beer, particularly Lager, was affected by the rain that washed out many of the street parties and barbeques centred around the Jubilee celebrations. Overall the sector declined by 2.2% in 2012 to 4,235million cans. Total cans dispatched for the year were 9,382 million, a decrease of 0.7% on 2011, which compares well with the performance of most other grocery products in European can market More than 59 billion drinks cans were delivered across Europe in 2012, an increase of two billion cans or 3.7% on the previous year (source: BCME and Canadean). The increase was driven by strong performance in Eastern Europe where can deliveries grew by 5.7%. In Western Europe growth was 3.2%, well above that of GDP in the region. Carbonated soft drinks - share of market by pack type (volume) 28% 13% 59% Cans PET bottles <599ml PET bottles >600ml In 2012 cans have increased their share of volume of carbonates sold by 2%, taking from both large and small PET bottles. Within the can sector 50cl cans, used mainly for Energy Drinks, have increased by 27% and 25cl cans have grown by 24% on the back of value promotions. Multipack shares Cans dispatched for soft drinks were 29.1 billion, an increase of 3.4%, led by the Nordic countries and from a small base, Eastern Europe. Deliveries of 29.9 billion cans were for alcoholic drinks, an increase of 4% despite an almost 1% drop in beer consumption across Europe. 6

7 Carbonated soft drinks-share of pack - % of volume sold Single cans 4-packs 6-packs 8-packs 10-packs 12-packs packs 24-packs There have been several shifts in pack sizes in Single cans have increased share by 7% and four packs, which are popular in discount multiples, by 20%. Sales of eight packs grew by 37% - they now account for 31% of sales, overtaking single can sales for the first time. Alcohol UK Alcoholic drinks market 27% 4% 19% 31% 4% 8% 4% 3% Alcoholic drinks - take-home sales, GB off trade MAT to by value Take-home beer - by pack type Take-home beer and cider - by pack type % of volume sold Volume 64% 29% 7% cans glass bottles PET bottles Overall there was a slight decline in cans share of market, however in the Cider sector they grew by 1%. Glass bottles increased slightly, particularly in the Ale sector where they took share from cans. Overall cans continue to account for 64% of all the take-home beer packs sold and there has been growth in smaller sized cans aimed at lower retail prices and appealing to cost sensitive consumers. Multipacks 24% 6% 2% 36% 2% 3% 2% 24% 1% 14,703m beer cider RTDs light wine champagne sparkling fortified wines spirits other Sparkling Wine was the fastest growing sector in 2012, with a commensurate reduction in the sales of Champagne. Sales of Cider grew by 2.8% and Spirits have now overtaken Beer in value terms. The overall liquor sector grew in value terms by 1.2% to 14.7 billion in Take-home beer and cider - share of pack - % of volume sold % 43% 5% 12% 14% 4% 3% 3% 11% 1% Single cans 4-packs 6-packs 8-packs 10-packs 12-packs 15-packs 18-packs 24-packs others Multipacks are synonymous with take-home beer, particularly canned beer. The main can multipack sizes are 4, 12 and 10 packs. In 2012 there was an increase in sales of 10 packs which grew by 61% and in 18 and 24 packs. Take-home beer and cider - by type Sales of take-home beer and cider - by type Volume 68% 9% 21% 2% Outlook With the UK economy in recession, the forecast for 2013 is cautiously optimistic. The CSD and Beer and Cider markets have outperformed most other FMCG markets in 2012 and with strong consumer price offers, particularly in multiple grocers, this looks likely to continue. Lager Ale Cider Stout In an overall take-home beer and cider market, that declined by 3% in volume terms, the relative shares by type didn t change in 2012 with Lager and Cider predominating. copyright the Can Makers

8 Every Can Counts It s been another successful year for out-of-home drinks can recycling programme Every Can Counts, which has the Can Makers as a funding partner. Across the UK, there are now over 6,260 Every Can Counts-branded collection points at 2,457 sites in diverse locations including workplaces, universities, shopping centres, high streets and beaches. Every Can Counts has also expanded activity in Scotland thanks to key new partnerships with A.G. Barr plc and Zero Waste Scotland. Further afield, Every Can Counts has already been successfully replicated in five European countries. Easily adapted to suit a wide variety of recycling needs, the programme continues to be recognised for its innovative approach to sustainability communications. Most recently, the programme scooped the Best Sustainability Communications Award at the prestigious 2013 Environment and Energy Awards, judged by industry experts. In the summer of 2012, Every Can Counts helped Weymouth and Portland Borough Council rise to the recycling challenge as Olympic sailing activity saw an influx of visitors. Twenty Every Can Counts can crushers were installed across high footfall areas in the borough, complementing the existing recycling system. To aid communications further, promotional banners and posters were featured on collection vehicles and opentop buses and pupils from local schools designed posters. MetalMatters MetalMatters, the metal packaging industry s kerbside recycling communications programme, delivered unprecedented success in 2012, reaching two million households across 31 local authorities. Partnerships are central to the programme and the funding base reflects this, with all sectors of the metal packaging manufacturing and recycling industry now represented. MetalMatters has also received government recognition, with Ministers in Northern Ireland and Scotland supporting local programmes, and the UK Minister of Resources, Lord de Mauley commending the programme during a debate in Parliament. Further success was seen as 13 of the partner local authorities extended the range of metals collected for recycling, beyond drinks cans, to include foil trays, household foil, aerosols, metal caps and closures. The programme also demonstrated its value as a cost effective model. Portsmouth, for example, This supported the Council s 60% recycling rate and, once the summer season was over, ten of the can crushers were redeployed to help increase recycling in other local areas. Complementing Every Can Counts presence at major events, students were in the spotlight at the 2012 Reading Festival. A nationwide search selected three passionate Student Recycling Champions with bright ideas that encouraged festival-goers to do the right thing with their empties. Zac Hill, from Brighton University, John Kilpatrick, from Exeter University and Rebecca Smith, from Southampton University, got the inside track on the festival s recycling operation plus the chance to work alongside the Every Can Counts team and festival organisers, taking part in special recycling promotions on site. Every Can Counts continues to go from strength to strength, providing a comprehensive and easily adaptable programme to increase recycling in any situation where drinks cans are consumed outside the home. found that the initial financial outlay could be recovered in just 12 months from revenue generated by additional metals collected. The MetalMatters programme is proof that well targeted and tailored communications resonate with the public and have a positive impact on behaviour. Post-campaign attitudinal research conducted in Aberdeen City and Aberdeenshire showed that around half the residents remembered seeing or hearing advertising about recycling up to four months after the campaign. Can Makers funded can crushers at Weymouth 8 The Can Makers 10 Frith Street, Soho, London, W1D 3JF Tel: +44 (0) canmakers@onechocolatecomms.co.uk Copy onechocolate communications, Design jamessenior.net