Crown and Neodif bring Noble Rey beer to France

Craft beer is becoming increasingly popular in France. According to a recent Euromonitor report, beer was the most dynamic category in the country in 2016, and this is set to continue as French consumers increasingly seek a wider selection of beers from around the world.

As a result, enterprising retailers have taken up the challenge of meeting this demand. One example is Neodif, a French beverage retailer based near Nantes that specialises in foreign beer distribution.

The owner developed a relationship with American brewer Noble Rey and ultimately signed an agreement with rights to produce, fill and sell the brand’s beers in France and potentially other locations in Europe.

After deciding to package the beers in cans, Neodif partnered with Brasserie Duyck and Crown Bevcan Europe & Middle East to develop stand out designs that would appeal to consumers on-shelf and provide differentiation from the competition.

The finished product, named ‘Sex in a Can,’ features a redheaded, mermaid-inspired figure blowing a kiss to potential consumers from a contrasting aquamarine coloured background.

Gildas Hays, managing director at Neodif, said: “The team at Crown’s Leicester studio were highly professional throughout the design process and really opened our eyes about what can be achieved using metal packaging.

“It was an enlightening experience that will enable us explore new looks and finishes going forward as we bring craft beer to the people of France.”

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