Ball releases Aluminium Cup to all major retailers

Ball Corporation has announced that the first-of-its-kind Ball Aluminium Cup is now available for purchase at major retailers in all 50 states across the US.

Between May and June, the cups will be available for the first time in more than 18,000 retailers, including Kroger, Target, Albertsons, CVS and others

“Ball has a long history of being a brand that people trust, and we are excited to re-enter the B2C market with the retail rollout of the innovative and infinitely recyclable Ball Aluminium Cup,” said Dan Fisher, president.

“As a company, we are relentlessly focused on enabling the circular economy and finding new ways to help solve the packaging waste crisis with aluminium beverage packaging. We look forward to working with our retail partners to continue advancing this mission.”   

“The Ball Aluminium Cup is a sustainable product that has the potential to reduce plastic and waste at gatherings big and small,” said Sebastian Siethoff, general manager, cups.

“As we expand the cups’ availability to major retailers nationwide, we are seeing very strong consumer adoption and performance in the marketplace as we are launching this new, exciting product line. We’re excited to expand the cups’ footprint and continue driving meaningful sustainable solutions for customers and consumers.”  

The nationwide retail rollout follows the success of a limited pilot that began in 2019. Since then, the cups have been available in select retailers, restaurants, and major sports and entertainment venues such as Ball Arena in Denver, SoFi Stadium in Inglewood and Allegiant Stadium in Las Vegas.

The cups are also available on Amazon, where they are currently the third best-selling product in the cups category.

Ball worked with Seed Strategy, a Burke Inc. innovation and brand strategy consultancy, on the national advertising campaign for the retail rollout. In addition, Ball is represented in the national marketplace by Acosta Sales & Marketing.

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