DB Breweries appoints VIP as preferred project partner for the Rugby World Cup
To meet the venue liquor licensing requirement for the 2011 Rugby World Cup in New Zealand, Heineken was required to deliver 330ml cans in a 4 pack cluster, a packaging format that was not a part of their current range.
VIP Closures’ Technical Design Team presented DB Breweries with an innovative concept they had developed previously for carrying cups around stadiums. VIP Packaging then used their 3D modelling machine and constructed some concepts for DB to review internally. The concepts received such an enthusiastic response that VIP were appointed preferred project partner.
Given the very high profile nature of the event, DB Breweries and Heineken were extremely thorough in their investigations into the functionality, assembly, safety, sustainability and appearance of the carrier. This necessitated a real partnership relationship between DB Breweries/Heineken and VIP Closures in order to successfully bring the project to life in a very short time frame.
At the conclusion of the event, VIP Packaging had supplied around 550,000 complete carriers and an additional 100,000 extra handles – enough to carry around 2.2m cans of Heineken product to thirsty Rugby World Cup fans.