Minalba Brasil, a beverage company of the Edson Queiroz Group (GEQ), is launching the first mineral water can with Braille on its lid in this segment in Brazil. The goal is to make the purchasing, consumption, and selection experience accessible to people with visual impairments. This large-scale initiative in the country was developed over months with the support of Ball Corporation, a global leader in sustainable aluminum packaging and a pioneer in the canned water solution in Brazil. It also had the consultancy of the Dorina Nowill Foundation for the Blind to bring an inclusive perspective to the food and beverage market.
The #LataPraTodosVerem (Can for Everyone to See) campaign aims to promote accessibility in the beverage market. Today, there are more than 6.5 million people with visual impairments in Brazil, according to IBGE’s 2010 Census. The purpose is to offer greater independence in the purchasing and consumption experience by adapting to the needs of this audience.
“This is another milestone in our ESG journey. We were pioneers in offering mineral water in aluminum cans, an infinitely recyclable packaging. We also launched the first social product in the beverage segment, providing a special version of Minalba can in partnership with Gerando Falcões, and now we are launching the first inclusive can. Through this partnership, we demonstrate our innovative DNA and work for such an important cause,” emphasizes Aelio Silveira, CEO of Minalba Brasil.
“We are very pleased to be part of this change! The Braille system is one of the ways to ensure the independence and autonomy of people with visual impairments to an essential product like mineral water. Moreover, the project has an even greater purpose, which is to sensitize companies in this and other segments to the theme, contributing to an increasingly inclusive society,” highlights Alexandre Munck, Executive Superintendent of the Dorina Nowill Foundation for the Blind.
Inclusive packaging
Aluminum packaging has a lot of space in the country, and the can has the potential to bring different categories of beverages to consumption moments that have not yet been explored, besides reaching the ideal temperature faster, protecting the drink from UV rays, facilitating logistics, and not breaking. Making it even more inclusive, the new Minalba mineral water can will have Braille written on its top, next to the aluminum ring, and through touch, visually impaired consumers can ensure that it is a Minalba mineral water can with or without gas.
“At Ball, diversity and inclusion are imperative pillars of our business, and we understand that bringing inclusive innovation and sustainability to the market is our responsibility. It is very gratifying to be able to participate in this initiative, the result of the hard work of many teams within Ball, as well as Minalba, with whom we worked side by side in all stages of this ESG journey. Additionally, we had the privilege of having the support and consultancy of the Dorina Nowill Foundation for the Blind, working together on the development of a viable Braille system application solution for the aluminum can lid, thus making the delivery of this product possible, which has the potential to influence a major adaptation movement within the beverage chain,” says Fauze Villatoro, President of Ball in South America.
Cans with Braille on the lid will be part of the entire Minalba can line and can be found nationwide in the market. The first production will be destined for the VIP areas of the Tomorrowland Brasil 2023 event, the edition of the world’s largest electronic music festival held in Itu, 90 km from São Paulo, on October 12, 13, and 14.
Minalba Brasil innovating in the market
As one of the leading companies in the Brazilian mineral water market and 100% national, Minalba Brasil is at the forefront of innovation in the beverage market in Brazil. Minalba, one of the most significant brands in its portfolio, is recognized for the innovation of its products, which improve the differentiated consumption experience for its consumers.
With the initiative, Minalba will be the first widely distributed beverage company to apply Braille in its cans. The company recently began a path of ESG actions to position itself as a sustainable brand in the market. This was the case with the Fala na Lata project, which donated profits to Gerando Falcões. And now, #LataPraTodosVerem is a continuation of this vocation of Minalba Brasil.
“Minalba constantly works to offer Brazilian consumers new consumption and purchasing experiences, investing in innovation and technology. The launch of our mineral water in cans with Braille is not only a milestone for the brand, which increasingly strengthens its ESG journey, but also for the beverage market,” emphasizes Aelio Silveira.
The project also reinforces a new moment for GEQ (Edson Queiroz Group), one of the largest multi-sectoral holdings in the country, which owns Minalba Brasil. The partnership with the Dorina Nowill Foundation and Ball is part of a series of launches for the company’s new brand and is aligned with its new positioning, aiming to go beyond the essentials and positively impact people’s lives.
About Minalba Brasil
Minalba Brasil is the beverage division of GEQ, one of the largest business conglomerates in the country, which is present in various moments of Brazilians’ lives through a diversified portfolio of brands and products from various segments, ideal for all consumption occasions. The company is a leader in mineral water in Brazil and owns the brands Indaiá, Minalba, São Lourenço, Petrópolis, Natural do Horizonte, Refri, Citrus, and the energy drink Night Power. It also has licensing for the Grapette and Nestlé Pureza Vital brands, as well as the concession for the distribution of the premium global brands Perrier, S. Pellegrino, and Acqua Panna, and for the production and distribution of the Minotauro Energy Drink.
About the Edson Queiroz Group
Since 1951, the Edson Queiroz Group has been present in various moments of Brazilians’ lives through a diversified portfolio of brands and products from various segments. Throughout its history, the Group has consolidated a culture of pioneering and developing great businesses, employing directly more than 9,000 employees and always guiding its decisions on the ethical principles that underlie all its relationships. Among the areas of operation and brands are: Energy, with storage, bottling, and distribution of LPG with Nacional Gás; Appliances, with Esmaltec; Beverages, with Minalba Brasil; and Communication, with Sistema Verdes Mares.
About Ball Corporation
Ball provides innovative and sustainable aluminum packaging solutions for customers in beverages, personal care, and household products, as well as aerospace and other technologies and services. The company and its subsidiaries employ 21,000 people worldwide and recorded net sales of US$ 15.35 billion in 2022. In South America, the company has 13 production units, distributed among Brazil, Chile, Argentina, and Paraguay. For more information, visit www.ball.com and follow the VADELATA – movement in favor of the aluminum can, the most environmentally friendly packaging – on Instagram and Facebook.