Canpack and Specjal collaborate on new ‘Regional Roots’ can design
Canpack has forged a strong local collaboration over the past two decades with Specjal, the largest regional beer brand in the north of Poland. Now Canpack is helping Specjal launch its new “We Support Our Region” campaign, which includes a refreshed can design, created to celebrate the brand’s local roots.
The new can design indicates the regional provenance of every key aspect of the beer, with icons for Regional Brewery, Regional Malt House, Regional Barley, Regional Can and Regional Printing House.
“As a regional brand, we are proud to say that we don’t just brew our beer in the heart of the region,” said Barbara Rychel, Specjal brand manager. “We also, whenever possible, choose raw materials and suppliers from the region. So, we’re particularly happy that our cooperation with Canpack’s factory in Bydgoszcz has been going on for nearly 20 years now. Specjal has been with the residents of the northern region for all that time, and the refreshed can design is an even better reflection of the brand’s strong bond with its place of origin.”
Lesław Mika, group sales director of Canpack, added: “As a global company with local roots, we take pride in being able to respond to the needs of regional brands like Specjal. The brewery in Elblag was one of the first customers of our Bydgoszcz factory, and our business has grown alongside Specjal’s. Right from the start, we produced their cans, and now we’re pleased to be producing the cans in a new design that lets consumers know they’re supporting local producers and enjoying local flavour.”