Crowning Achievement – Elevating Crown Royal with Berry (Amcor)
How Spartek partnered with Berry Global (now Amcor) to deliver 70+ million premium closures annually and transform Crown Royal’s packaging.
The Challenge: A New Look Fit for Royalty
When Diageo, the global beverage leader, set out to refresh the Crown Royal brand, they knew the packaging needed a bold new statement. While the purple bag was iconic, the existing injection-molded closure lacked premium appeal.
Diageo envisioned a redesign that would stop consumers in their tracks — bold, elegant, and reflective of the product inside. They turned to Berry Global (now Amcor), who tapped Spartek to deliver a closure to match the brand’s elevated aspirations.
The Opportunity: Scale Meets Sophistication
The redesigned closure wasn’t just a style upgrade but a technical and production challenge. Diageo wanted a satin gold finish applied to a large, intricately designed closure with annual production volumes of 72 million units.
This wasn’t a simple tweak — it was a full-scale transformation, and it needed to be executed flawlessly.
Spartek’s Solution: Seven Years of Innovation
This project spanned over seven years of development, collaboration, and continuous refinement. Through changing finishes, revised color targets, and evolving design expectations, Spartek remained a steady, solution-focused partner.
We delivered:
- Design and engineering support for manufacturability
- Custom tooling for complex geometries
- Precision color matching to perfect the satin finish
- Vacuum metallizing adapted for high volume and nuanced effect
- Production ramp-up aligned with delivery expectations
To meet the demand, we partnered with our sister company Marca Technologies, who upgraded Line 1 and built Line 5— a brand-new line explicitly engineered for Crown Royal closures.
Together, we didn’t just produce the part — we built the infrastructure to support it.
The Results: A Closure That Sells
The outcome? A stunning satin gold closure which not only captured Diageo’s vision but drove measurable sales increases upon launch. Consumers noticed. Retailers noticed. And the product moved.
This success has since solidified Spartek as a trusted metalizing supplier for Amcor, the world’s largest manufacturer of consumer packaging.
Core Values in Action
This project is a powerful example of how Spartek’s Core Values shape the way we work:
- Solution Focused: Overcoming complexity with creativity and precision.
- Partnership: Working with Berry/Amcor, Diageo, and Marca to align, innovate, and deliver.
- Authentic: Building trust through transparency and honoring our commitments.
- Responsiveness: Adapting to years of evolving specs without losing momentum.
- Team: Uniting engineering, production, and operations to drive success.
- Evolving: Leveraging challenges to grow our capabilities and infrastructure.
- Kinetic: Maintaining energy, focus, and forward motion every step of the way.
Looking Ahead
The Crown Royal closure project exemplifies what Spartek does best — turning packaging into a competitive advantage. We’re proud to have contributed to a product which resonates with consumers and strengthens our ongoing partnership with Berry/Amcor and Diageo.
When the stakes are high, and scale meets complexity, Spartek delivers.
Let’s Keep the Conversation Going
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Let’s start the conversation: What can Spartek do for your business? Whether you want to scale production, elevate your packaging, or solve a complex engineering challenge, we’re ready to partner with you.
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