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Rexam continues to innovate

Following the launch of the Aluminium SLEEK can at Brau Beviale last year, Norwegian
brewer Hansa Borg became one of the first European companies to go to the market
with SLEEK for its Hansa Chill and Hansa Premium beer brands.
Available on the Norwegian market since early this year, the Hansa SLEEK can has
proved a great success story. The new shape looks fresh and modern, has a strong
shelf impact and its sleek lines make it easy for consumers to handle.
The super sized 1 litre can was one of Rexam’s biggest innovations for 2007, both in
terms of size and success. Introduced to the Russian market by the leading brewer
Baltika, the 1 litre format is helping two of Baltika’s most popular beers to literally tower
above the competition. The 1 litre can is the first of its kind in Europe and the largest
capacity two-piece aluminium can available anywhere in the world.
In spring this year, Swedish brewer Spendrups was the first to introduce Rexam’s new
360° embossing technology on its Bright Brew and Premium Gold brands. Spendrups
chose a fluted design offering high visual impact and brand alignment.
The 360° embossing technology allows drinks companies the flexibility to choose from
a variety of different patterns to enhance their brand with both visual and tactile
elements. What’s more, two independent laboratory reports have shown that
theoretically the fluted design helps cans stay cooler in the hand longer. The
Spendrups’ cans actually claim “Unique can keeps chill 30% longer”.
Estonian beverage producer A. le Coq became the first customer to take advantage
of Rexam’s sparkle varnish in time for the summer season with the launch of its new
cider based cocktail, Fizz Diamond. The sparkle varnish helps cans to stand out from
the crowd, the result is eye-catching and fun, perfect for a bar and nightclub
environment.

Illustration Impact, a breakthrough in can printing technology pioneered by Rexam in
2005, continues to attract more and more designs. This innovative technology
enables cans to be printed with much sharper images which means stronger text
differentiation and better quality print, it brings graphics on cans alive in a completely
new way. This year diet Coke used Illustration Impact to produce a distinctive design
for promotional cans to mark its UK re-launch.
As well as driving geographical expansion, Rexam is focusing on exploring new and
emerging categories of drinks such as wine. Rexam is working with South African wine
customer Eve on the international launch of its sparkling rosé, white and red wine in a
can. The 250ml Rexam slim can has already had an exceptionally positive test market
response, appealing not only to the initial target market of 18-34 year old females, but
also to a much broader consumer market, including men.
Rexam is also the leading supplier of 200 ml cans for Prosecco wine in cans which are
now found in most German and Austrian retailers. 2007 has seen much success for
wine in cans, with growth rates forecasted to reach around 200% from previous year.
Ann Bonner, New Product Development Manager for Rexam Beverage Can Europe
& Asia, comments: “The can allows drinks companies the flexibility to quickly respond
to rapidly changing market demands through easily implemented promotions, a
variety of visual finishes and new shapes and sizes.”
She continues, “We work closely with our customers, large and small, as they create
new drinks concepts so that we can provide the perfect package for their products
and the markets in which they sell them. Rexam’s latest innovations such as 360°
embossing and the 1 litre can, can be used by marketers to really maximise brand
impact.”