Crown and BrewDog bring craft beer to cans
Crown Holdings has partnered with Scottish brewers BrewDog to develop a new 400cpm filling line in Aberdeen as the demand for aluminium cans rises.
Craft brewers are increasingly turning to metal packaging as a means to better differentiate their brands on store shelves, making full use of the 360 degree billboard a can offers. BrewDog selected Crown as its development partner due to its ability to offer cutting edge pre-press and print technologies and unrivalled customer technical expertise.
The team is working with BrewDog to create innovative and striking packaging design concepts. Cans will be developed with Crown’s soft touch varnish finish, a tactile effect that reduces the reflectivity of metal over the whole surface of the can, giving the product a premium look and feel while the reflecting the uniqueness of the ingredients within.
Martin Dempster, director, special ops, at BrewDog says: “We see cans as the ideal packaging for craft beer. Its ability to keep the beer fresh and to retain its unique flavour is what attracted us to this format and the team at Crown has made it possible for us to move forward with this very quickly.
‘Within the wider drinks industry we are a relatively small player, but Crown’s technical service team tailored training and support for us and made the whole process feel like a partnership from start to finish, in the same way it would for a global brewer. It is this bespoke treatment and its obvious passion for the can, and the industry, that put Crown ahead of its competitors for us.”
Matt Twiss, marketing and business development director, at Crown Bevcan Europe and Middle East, adds: “Our customer technical service team has established an excellent relationship with BrewDog. BrewDog chose to work with us following a series of discussions, throughout which their team was able to see that our approach is one that echoes its own views that the can is the obvious, and most sustainable, choice for packaging craft beer.
“We love being a part of such rapidly expanding, exciting sector and our work with BrewDog will help it to expand its operations and to support the next level of growth.”