Novelis, the aluminium sheet producer, reported a 35-per-cent rise in output over the four weeks of the World Cup, compared to the same period last year, owing, of course, to the increased consumption caused by the tournament.
Brazil is regarded as a green country, in that it recycles 98 per cent of its beverage cans, making the nation the world-leader in aluminium-can recycling.
According to studies conducted by Nielsen, during a typical World Cup, the consumption of beer alone could reach 20 per cent above normal levels in households in which people are watching the matches.
"The World Cup has caused an unusual uptick in our winter sales, adding the equivalent of a peak summer month’s sales and creating our highest winter sales season on record for beverage can sheet," said Tadeu Nardocci, senior vice-president of Novelis and president of Novelis South America.
In order to meet the growing demand for aluminium into the next decade, the company recently finished a $340-million expansion of its aluminium rolling and recycling operations in Brazil, increasing its annual production capacity of aluminium-can sheet from 400,000 to 600,000 metric tonnes.
© 2014 European Supermarket Magazine by Peter Donnelly
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