New look for Bad Attitude craft beer

Swiss micro-brewery Birrificio Ticinese is packaging its Bad Attitude craft beer in cans designed by Rexam.

Rexam is 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 is 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 one 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.

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.”

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