Bomb lager launched in cans

US Brewer Bomb Beer Company has launched Bomb Lager in 12oz cans from Rexam.

Bomb Lager is a traditional Bavarian Helles made from imported barley malt, noble hops and lager yeast. Each batch undergoes a long, cold fermentation process to produce a delicate and smooth flavour profile with a beautiful head that provides delicate yet firm lacing on the glass.

Every production of Bomb Lager will feature a new can design developed by a local street artist. Artist Billy Miller came up with the unique graphics for the inaugural can.

“We are excited to offer consumers a craft beer for the masses. Bomb Lager is a beer with a subtle complexity that is inviting, rewarding and a perfect fit for everyone’s table,” says Mike Raymond, managing director, Bomb Beer Company. “Along with creating a quality product, Bomb Lager is about artistic expression, so we wanted a package that people would want to see and be seen drinking. In fact we placed our recently updated recipe in Billy’s “Black Can” design which is as refined and exciting as the beer within it. Our Rexam cans are the perfect canvas, and we look forward to utilising our partnership with them to build our brand and our business.”

Bomb Beer Company chose aluminium cans because they offer the best canvas to display the artwork that is a key part of its brand. In addition, cans completely block out light which helps beer stay fresh longer, are more widely accepted at outdoor venues and are the best environmental and sustainability choice.

“We are pleased to work with the team at Bomb Beer to help them bring their unique beer and unique street art labels to market,” states Andre Balbi, president and CEO, Rexam Beverage Can Americas. “Our aluminium can is a great packaging solution, enabling their artistic brand design to stand out on retail shelves while delivering superior recycling benefits.”

Bomb Lager is currently available in select retail locations in New York State, with plans to expand distribution throughout the year.