Rexam Takes Step Into the Craft Beer Market with Bad Attitude Beer

Following a small initial production run, Rexam worked with Birrificio Ticinese to ensure a design that enhances the brand using Rexam’s advanced printing techniques.

Nov 17 2011 --- Rexam Beverage Can has been chosen by Swiss micro-brewery Birrificio Ticinese to repackage their Bad Attitude craft beer and enhance their unique design, allowing Rexam to become one of the few can manufacturers to produce packaging for European craft beers.

Bad Attitude craft beer is the main brand of family owned Birrificio Ticinese, and was the first ever craft beer to be sold in cans in Europe.

Birrificio Ticinese can also boast being at the moment the only craft beer Company in the world to produce a craft beer that is non-pasteurized and non-cold-filtered, while having, at the same time, a shelf-life of 1 year.

Aimed at the Swiss and Italian markets, Bad Attitude targets young and unconventional consumers who are willing to try a new brand of beer which is different to more mainstream brands.

Following a small initial production run, Rexam worked with Birrificio Ticinese to ensure a design that enhances the brand using Rexam’s advanced printing techniques.  The new 33cl cans, produced at Rexam’s Nogara Plant in Italy and available from autumn 2011, use Rexam’s bright white basecoat with Birrificio Ticinese’s artistic decoration over the top to make an eye catching and intriguing design.

The launch of the new can will be supported by a local advertising van which will tour the Italian towns of Milan, Bologna and Rome to promote the craft beer at bars, clubs and a number of other locations, where the beer has been traditionally served in glass bottles.  The advertising campaign will help to highlight both the environmental credentials and practicality aspects of the aluminium can as a beverage package.

Commenting on the design to repackage Bad Attitude beer in Rexam cans, Lorenzo Bottoni, General Manager at Birrificio Ticinese said; “Using Rexam’s printing process has really enhanced the visual impact of the design and the unconventional message of the brand. It will look great on the shelf, drawing consumers’ attention and arousing their curiosity.”

Monica Mantovani, Sales Manager at Rexam Italia, added; “It has been very interesting working with a local micro brewery like Birrificio Ticinese and it was great to help to create a unique can for such a unique product.”