Can maker Rexam has partnered with Grolsch to produce a range of celebratory cans to commemorate the Dutch brewer’s 400th anniversary.
The designs take inspiration from previous cans throughout Grolsch’s long history, resulting in a retro style that aims to engage established consumers with the milestone. Rexam’s HD printing and matt over-varnish finish are used to showcase and reflect the brand’s creative flair since 1615.
The 50cl cans – produced at Rexam’s facility in Malmö, Sweden – will be available through retail channels in the Netherlands for a limited period over the summer and the launch will be supported by television and print advertising.
Grolsch materials manager Johannes Roeleveld said: “Having worked with Rexam for decades, we were confident that they would be able to provide us with a packaging format fitting for such an anniversary. The dedication of their design and manufacturing teams, as well as their commitment to quality can production, made Rexam the perfect partner for this important project.”
Rexam Benelux sales director Matthijs Jansen added: “We were ecstatic to be asked to support Grolsch with a project as significant as this. Having been their beverage can supplier of choice for many years, we wanted to ensure that our innovative printing techniques worked to bring a snapshot of their long history into the modern world, in a consumer relevant way.”
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