Can maker Rexam has teamed up with Dutch brewer Grolsch to make an array of celebratory cans to commemorate the latter’s 400 years in the industry.
Three individual cans, displaying art director and creator of Grolsch advertisements Gerard Brummer, flaunt a high-definition printing and a matt over-varnish, taking a stroll down memory lane to 1615.
The 50cl cans, made at Rexam's manufacturing unit in Fosie, Sweden, will hit the stores via retail channels in the Netherlands, riding high with TV and print advertising.
Grolsch Materials Manager Johannes Roeleveld said: "Having worked with Rexam for decades, we were confident that they would be able to provide us with a packaging format fitting for such an anniversary.
"The dedication of their design and manufacturing teams, as well as their commitment to quality can production, made Rexam the perfect partner for this important project."
Besides, a retro style has been infused in the can that is reflective of Grolsch's long history.
Rexam Benelux sales director Matthijs Jansen said, "We were ecstatic to be asked to support Grolsch with a project as significant as this."
Having been their beverage can supplier of choice for many years, we wanted to ensure that our innovative printing techniques worked to bring a snapshot of their long history into the modern world, in a consumer relevant way."
Recently, the can maker designed the cans for craft brewer Concrete Cow to help the latter launch its maiden canned beer. In what became a departure from the bottled beer, the Concrete Cow MK IPA cans draw from Milton Keynes area, which boasts Concrete Cow, famous Concrete Cow monuments and Rexam's largest manufacturing unit in the UK.
