Packaging giant, the Ball Corporation, has created an exclusive premium can design for Tuborg’s Christmas beer, already available to vendors in Serbia, Montenegro, Bosnia, and Herzegovina, in time for the festive season. The design was developed in partnership with Tuborg’s parent company, Carlsberg Srbija Group. It illustrates an aspect of senior procurement jobs that rarely sees much publicity. Carlsberg’s Procurement and Supply Chain Manager and her team were intimately involved in commissioning and approving the new design to give a seasonal competitive edge to the Tuborg brand.

Carlsberg and Ball’s experts collaborated on the design, which could be said to illustrate the procurement of Christmas (buying Christmas items). The result reflects the lager’s caramel hints while highlighting the festive spirit by featuring the famous Tuborg logo above Santa and his reindeers, Christmas trees, a snow-covered Tuborg transportation truck, and a background of midnight blue spangled with white daubs to evoke a snow blizzard. The can’s eye-catching look showcases Ball’s cutting-edge new Eyeris® High Definition printing technique, delivering what it set out to when the procurement manager commissioned it: a design that makes Tuborg beer stand out from competitors at this important festive sales period, promising strong Christmas purchasing intent.

Procurement recruitment agencies won’t necessarily be looking for candidates with a flair for beer can design, but the product illustrates the vision for capitalising on established seasonal market patterns among innovative procurement professionals.

Carlsberg Srbija Group’s Procurement and Supply Chain Manager, Ana Mira Milinkovic, said: “We knew we wanted to use aluminium for our packaging as the cans not only allow us to build strong numeric distribution quickly, but are also infinitely recyclable with no loss of quality, irrespective of the colour or design of our branding on them. Ball’s innovation and passion has helped us create a really exciting and eye-catching design to help give us cut through during this competitive time.”

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