Can manufacturer Rexam has collaborated with Pilsner Urquell on the creation of a range of limited edition can designs, which celebrate the beer brand’s sponsorship of the Czech national men’s ice hockey team.
The 50cl cans depict famous former Czech Republic international hockey players such as Jaroslav Špaček, František Kaberle and Vladimír Růžička, and are being released ahead of the team’s participation in the World Championships this month.
The packaging was created at Rexam’s plant in Enzesfeld – 20 miles south of Vienna – using the manufacturer’s Super Premium Editions technology and high-definition printing. The cans are then finished with a matt over varnish for a premium appearance that “appeals to Pilsner’s audience of hockey fans,” the brand said.
Ice hockey is one of the most popular sports in the Czech Republic, and the men’s national team has won six World Championship gold medals since the dissolution of Czechoslovakia in 1993.
Rexam regional key account and sales director Harold Moser said: “Pilsner Urquell is a pioneering brand and we enjoyed working with them. We ensured that we communicated both their passion for the traditional Czech sport and support of their sponsorship, as well as staying true to the brand identity. Our Super Premium Editions technology always delivers to provide unique cans and we are very happy with the outcome.”
Pilsner Urquell brand manager Lukás Novotny added: “Rexam is renowned for its innovative design capabilities and for producing personalised stand out cans, which is exactly what we required for this project. We wanted to get consumers excited about enjoying Pilsner Urquell, a traditional beer, whilst enjoying the traditional Czech sport and Rexam has achieved this.”
© FoodBev Media Ltd 2024