Crown Beverage Packaging North America and brewer Molson Coors are introducing beer cans with a dual opening for smoother pouring.
The 'vented end' cans are replacing the traditional one-hole opening for Molson Canadian's beer brands Coors Light and Molson Canadian.
The dual aperture opening features a red tab and button-shaped depression mark to the right of the main opening. Consumers turn the tab so that it is aligned over the button, and then press down to activate the second opening.
The vented end is a unique feature that Crown hope will build brand identity with consumers.
Crown Beverage Packaging North America vice president marketing and strategic development Neill Mitchell said that brands see the value of leveraging packaging to differentiate products and drive sales.
"Consumers have had an extremely positive reaction to the vented end and have noted that the additional opening, with its corresponding smoother pour, is both easy and fun," he said.
The vented end can be used alongside other existing Crown technologies, such as promotional tabs, can shaping, finishing and printing.
From August, 355ml vented end cans inside 15-packs will be available in various Canadian provinces, including Ontario, New Brunswick, Prince Edward Island and Nova Scotia.
Image: Molson Coors' beer brand Coors Light. Photo: courtesy of Molson Coors Brewing Company.