There is no best before date on a can of Cheers Presso. That is not a printing error, it is food law. This article explains the rule, the reason behind it and what it means for you in practice.
Why is there no best before date on the can?
Because the law requires no best before date for beverages containing 10 percent alcohol by volume or more. At 10.3% ABV, Cheers Presso is above that threshold and falls under the exemption.
This is set out in the EU food information regulation. It is not a brand decision but a rule that applies to every drink from 10% ABV upwards, from wine and liqueur to ready to drink cocktails.
Where exactly is this rule written down?
In Regulation (EU) No 1169/2011, Annex X, point 1 (d). That annex lists the foods for which a best before date is not required.
The German Federal Office of Consumer Protection and Food Safety lists fresh fruit and vegetables, table salt, sugar and vinegar in the same group. Alcohol from 10% ABV is in good company there.
What does the alcohol have to do with it?
Alcohol preserves. Above a certain level micro organisms can no longer multiply in it, so the drink does not spoil in the classic sense.
That is why the legislator drew a line at 10% ABV. Below it a drink needs a date, above it does not, because shelf life is no longer the limiting factor.
Does that mean the can lasts forever?
No. No best before date does not mean unlimited shelf life, it only means no date is required. The drink stays safe, but its taste still changes over time.
Coffee is a sensitive natural product. Aromas fade slowly and the note flattens out. Cheers Presso is therefore at its best fresh, not after two years in a cellar.
What makes the can so stable?
It is light proof and oxygen tight. Unlike glass, aluminium lets no light through, and a sealed can lets no oxygen reach the drink.
Those two factors, light and oxygen, are exactly what usually damages coffee aromas most. In the can they stay outside. More on why the can works for an Espresso Martini is in Can vs. bar.
How do I tell which batch my can is from?
By the lot number. Where no best before date is printed, German lot marking rules require a lot number that makes the batch traceable.
For you as a buyer that is mainly reassurance: every can can still be traced back to a specific production run, even without a printed date.
How should I store Cheers Presso?
Dry and at room temperature. It does not need to be dark, the can takes care of that. Chill it only before serving, ideally to 4 to 6 degrees.
What you should avoid are extremes: sustained heat above 30 degrees and frost. Neither does any canned drink any good.
Can the can be frozen?
Better not. Liquid expands as it freezes and a full can has no room for that. In the worst case it deforms or leaks.
If you are in a hurry, an ice water bath with a pinch of salt chills it within minutes, with no risk.
And once it is opened?
Once opened the same applies as to any drink: drink it promptly. The alcohol still protects it, but crema and aroma lose quality as soon as air reaches the drink.
With the Cold Brew Fizz the carbonation escapes too. The can is designed as a single serve, not for storing leftovers.
Does this apply to the other varieties?
Yes. Espresso Martini, Espresso Martini Decaf and Cold Brew Fizz are all 10.3% ABV and all fall under the same exemption.
The alcohol content is identical across all three, what differs is caffeine, texture and can size. The figures in detail are in Calories and caffeine.
Why do other canned drinks carry a date?
Because they are below 10% ABV. Beer, shandy, most hard seltzers and every non alcoholic drink therefore need a best before date.
So if you hold two cans side by side and only one shows a date, that is not a difference in quality, it is simply a difference in alcohol content.
What does this mean for hospitality and retail?
Less effort in stock management. There is no date rotation on the shelf and no stock to pull because it is close to expiry.
Stored dry at room temperature and chilled only before serving, the costing stays simple. More on that is in Espresso Martini for bars and restaurants and on the B2B page.
Still unsure?
If you are not sure whether your can is still good, the simple test applies: if it looks undamaged, is not bulging and the drink smells of coffee, everything is fine.
More answers on ingredients, nutrition, shipping and returns are in the frequently asked questions, and every variety is in the shop.
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