Crown Accents add colour to craft beer cans

Italian craft brewer Baladin is looking to engage millennials with a craft beer in cans, branded POP (short for popular beer).

Originally launched in metal packaging in 2015, the products were available in six different designs, and now owner and brewer Teo Musso is looking to extend the collectible range while innovating with the printing process.

Supported by Crown Bevcan with its Accents variable printing technology, Baladin developed 12 new designs that could be mixed on a single pallet and printed in just one production run.

Typically, only a small part of the design is decorated using variable printing. For POP, the process is used on a wider can surface, with six out of the eight colors used being variable. Each can design is numbered from one to 12, making it easy for consumers to collect all the cans after consumption.

Musso said: “It has been a rewarding experience in working with Crown to achieve this unprecedented level of customised graphic art on our product packaging. When we started this project, we were looking for striking, colourful designs that would appeal to the millennials’ original tastes. Crown’s beverage can is so much more than a functional tool to contain one of our live beers; it is also an amazing communication device for our brand messaging.”

Véronique Curulla, marketing & business development director at Crown Bevcan Europe, said: “We are so proud to have been a part of this exciting project with Baladin brewery. The team effort of their creative minds and our technical experts achieved both the most colorful variable print on the beverage can and occupying the most surface area ever achieved by us with this method.

“Once again, this shows how dynamic and creative the new and fast-growing categories like craft beer are with beverage cans. In addition to being fully recyclable and offering best product protection cans are a gateway to a robust set of decorative finishes which allow for unrestrained creativity.”

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