Russian water brand, Senezhskaya launches flavored water in can

From: Packaging News

With the support of Ball Corporation, mineral water brand Senezhskaya launched the first flavoured water in 25-centilitre slim cans on the Russian market.

By choosing this convenient packaging format, the brand is capitalising on the popularity of the can and bringing it to the flavoured water sector.

Available in lemon and mint or raspberry flavor, Senezhskaya is aimed at people between 20 and 45 – the age group for which the can is growing in popularity compared with glass. The launch also reflects the growing interest in special can formats such as Sleek and slim cans, supporting a modern look, aiding portion control of beverages and meeting the demands of the on-the-go culture. Produced at Ball’s Naro-Fominsk plant, the Senezhskaya 25-centilitre slim cans illustrate graphics of freshness and purity, helping the brand to create an on-shelf appeal against the rising competition.

Alexander Ivashkin, sales director for Senezhskaya, said: “Besides its convenience and visual appeal, we highly appreciate the sustainability credentials of the modern aluminium can, being almost infinitely recyclable with no loss in quality, preventing landfill and water pollution. The source of Senezhskaya water is a glacial spring and is estimated to be 145 million years old. We highly depend on a healthy environment and put sustainability first. This is why we are converting all our beverage products filled in PET and glass to cans.”

Irina Dolyanovskaya, business development and sales manager Russia at Ball, commented: “The dynamic development of water in cans abroad infers great potential for growth in Russia. Unlike standard PET packaging and glass, the aluminum can is both air- and water-tight, keeps the product carbonized longer, protects the beverage against sunlight, stays cooler for longer, and most importantly, preserves the fresh taste. This makes cans the package of choice for the growing packaged water category – especially for on-the-go consumption, which is a growing trend among Russia’s younger generation.”

Although the can is an accepted packaging format used for drinking water in many parts of North America and Western Europe, uptake in Russia has been much slower. Market research predicts an optimistic future for the packaged water category in Russia, though, with an expected growth of around 9 percent for the current year. The flavored water category is expected to perform even better in Russia, with an estimated 17 percent growth in consumption for 2019.

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