Still or sparkling water in bottles – there is plenty of that on the shelves of the supermarket. A food manufacturer from Upper Austria is now trying out a new type of packaging: The Starzinger Group is now filling water from the Frankenmarkter brand into 0.5 liter cans. The “Liquid Death” brand may have inspired the novelty.
In July of the previous year, the American brand “Liquid Death” caused a stir when it started to stir up the beverage market in America with still and sparkling water in 500 milliliter cans, which was advertised as “water from the Alps”. The connection with the Starzinger Group in Frankenmarkt (Upper Austria) was quickly made.
However, the Upper Austrians were anything but “amused” that they were the center of attention as producers. After all, the motto usually applies to such contract fillings: everything is top secret.
“Liquid Death” has now expanded its range – it sells still and sparkling water, as well as flavored water and iced tea in cans. The company wants to send a clear signal in the fight against plastic waste. And Frankenmarkter himself was inspired by it: the family business around Ludmilla Starzinger now markets “Austria’s first mineral water in the 100 percent recyclable 0.5 liter can”.
Objective: To encourage the boys to drink mineral water
The young target group must be encouraged to drink mineral water from cans with a simple, modern look and premium character, as the company calls it. A resemblance to “Liquid Death” cannot be denied in terms of presentation. Other manufacturers have long developed a penchant for cans: Gasteiner, part of the Spitz Group from Attnang-Puchheim, bottles its fruity variants and the so-called energy water in the Soe.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
