Global beverage can manufacturer Rexam has joined forces with Jim Beam Germany to manufacture limited edition world cup cans.
The celebratory designs appear on Jim Beam Bourbon & Cola 330ml use Rexam's Editions technology, which allow multiple designs of the same label to be printed simultaneously on one pallet.
The cans feature silhouette images of four German football players and common German football phrases, according to Rexam.
The cans also offer a 'collect and win' promotion with a red coloured tab showing a unique promotional engraving underneath to encourage consumer engagement during the tournament.
Beam Deutschland marketing director Sabine Milewski said the brand chose to work with Rexam because of its unique Editions technology, which made company's vision of four different can designs possible.
"The World Cup is a huge occasion and we're delighted to be part of it with such an innovative can," added Milewski.
The Jim Beam cans, which are stocked across all major German retailers, are now available to consumers in the country.
Rexam noted that the launch is supported by a wider marketing campaign, comprising POS activation.
