Rexam has partnered with Fourpure Brewing Co, an independent British craft brewer, to develop unique designs for their newly canned craft beer range.
In a move that sees the brand switch from glass bottle to aluminium can, the six new designs depict the skyline of each city from which the characteristics of the beer are inspired. The innovative designs reflect the speciality of the Fourpure beers and use Rexam’s value added matt overvarnish to create strong stand out on shelf.
Speaking about the partnership, Daniel Lowe, Co-founder of Fourpure says: “With craft beer on the rise in an overall declining British beer market, it was essential to produce an interesting and unique design in order to differentiate our products from the macro breweries.
“Furthermore, as the first craft brewer in the UK to can it’s full core range we had to lead the way in packaging design in the emerging craft canning market. The bespoke designs and special finishes offered by Rexam are perfect for the evolution of the Fourpure brand to cans.”
The 33cl cans, produced out of Rexam’s Milton Keynes plant, will be sold in the on-trade, restaurants and specialist craft beer retailers.