Rexam has partnered with British craft brewer Hobsons to make its range of beers available in cans for the first time.
The transition to cans covers the company’s pale ale, tropical IPA and dark and malty stout.
The new Hat Collection of cans, inspired by the symbolic coke hat, showcases the Hobsons logo with each beer named and designed around the personality of a different hat. The bold, bright designs reflect the different flavour profiles of the beers and are finished with a matt over-varnish, giving a premium look and feel, Rexam said.
Reuben Crouch, commercial director for Hobsons Brewery, said: “We first met Rexam at a craft beer masterclass in 2015, where we were educated on the benefits of the aluminium can as a packaging format. As a global can maker, we were really impressed with the support and services they offer to smaller craft brewers like us.
“We wanted a new design that appealed to a wider contemporary audience and reflected these new beer styles. Rexam took our designs and was able to apply them to aluminium. As well as looking fantastic, the cans are infinitely recyclable, helping us in our quest to become the UK’s most sustainable brewer!”
Rexam key account manager Corina Maeting added: “The craft beer sector is key for us at Rexam. We are dedicated to supporting smaller brewers to make the move to can. It’s a growing global industry and it’s fantastic to see that initiatives, such as our craft beer masterclass, have value and provide a platform to engage with brands that may not have ever considered the can for their products.”
© FoodBev Media Ltd 2020
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