Neat, Modern, Feminine... Can

“The launch of the new can will widen the range of packaging. Women know that Redd’s is the best beer brand for women and Kompania Piwowarska cares about them launching a product which positively surprises and meets their needs."

07/03/08 Redd’s beer in a new 330ml can has appeared on supermarket shelves. The small neat can is adjusted to the needs of modern and active women. This light and handy can fits easily in a handbag. It is the first can of this type in Poland. The launch of it proved the innovative character of the Redd’s brand, the leader in the flavoured beer segment.

A 0.5l can is not always suitable for active women, who are the majority buyers of the product. The traditionall can may be too large and too heavy, that is why Kompania Piwowarska (The Brewery Company), the owner of the Redd’s brand, decided to launch the innovative product. I was designed to meet the expectations of modern and active women in the 25-35 age bracket who enjoy going out, shopping, spending time outdoors as well as relaxing at home.

“The launch of the new can will widen the range of packaging. Women know that Redd’s is the best beer brand for women and Kompania Piwowarska cares about them launching a product which positively surprises and meets their needs. The new can will always be in hand while relaxing after work at home, in a club or a pub”, said Katarzyna Wilczewska, public affairs manager in Kompania Piwowarska.

The Redd’s brand was launched 7 years ago and is currently the definite leader in the flavoured beer segment with 53 per cent of market share. Redd’s is also one of the fastest-developing brands in the portfolio of Kompania Piwowarska. Last year, sales of Redd’s increased by 20 per cent.

In 2007 the manufacturer of Redd’s organized an open competition for the best can layout design. This innovative idea enjoyed popularity among consumers – there were over 15 000 entries for the competition. The designs chosen by the jury were applied to Redd’s packaging.