Rexam gives Redbach beer a fruity flavour

When Palm Breweries needed a sharp modern look for the packaging of its unique fruity beer, Redbach, it teamed up with Rexam to provide the solution. Redbach is a unique product in the fresh beer segment aimed at young adults aged 18-34 in Belgium and The Netherlands.

When Palm Breweries needed a sharp modern look for the packaging of its unique fruity beer, Redbach, it teamed up with Rexam to provide the solution. Redbach is a unique product in the fresh beer segment aimed at young adults aged 18-34 in Belgium and The Netherlands. It combines the traditional qualities of Rodenbach (an authentic refreshing beer in Belgium) with the sweet fruity taste of Kriek. Redbach is a blend of Rodenbach, a beer of mixed fermentation that is ripened for 24 months in oak wooden drums. To create Redbach it is blended with 25% black cherry juice. In today's beer market young people like to try new tastes but are also looking for authenticity, so to emphasise these qualities in the product the Redbach bottle needed to have a modern appearance but still reflect the character of a traditional beer. Rexam Glass Dongen has produced a 33cl green glass bottle with a modern longneck design and stylised twist-off crown cork that is different on every bottle. This design successfully combines the more traditional green glass beer bottle with the longneck and twist off features, which are less commonly used in this segment. The fresh feel of the product has been further enhanced by the use of clear PSL labels applied to the front and back of the bottle. Beer brands more commonly use traditional paper labels but for Redbach the clear labels printed distinctively in red, black and white give a no label look and enhance the sharp, fruity qualities of the beer. Commenting on the new product, which was launched on the 3 May 2004, the Master Brewer of Rodenbach in Roeselare, Rudi Ghequire, said : "Redbach is a well balanced sweet-sour beer refreshment, providing a mild cherry-aromatic bouquet, a bright red colour with a pinkish foam and an aftertaste which asks for more. In short - 'Rodenbach hit by kriek'."