For the launch of their new LUPULOID IPA, Beavertown Brewery has partnered with Ardagh Group in taking its can design to the next level. While the craft brewer is well-known for its eye-catching illustrations, for the debut of its signature new pale ale, it continues to integrate value-added solutions from Ardagh into its packaging.

Tapping into the signature colourway of the on-can graphics, a bright pink shell and a striking green tab will complement the package by giving it an extra ‘pop’ at the point of sale.

Adding Value to the Consumer Experience

When craft beers were first introduced to the market, the product itself challenged the traditional thinking of long established brands. Now, with the craft beer segment considered a mainstay and growing rapidly, brands understand more and more the need to distinguish themselves from the crowd.

“With new beers entering the craft beer market every day, there’s an ideal opportunity to customise the packaging to give a product a unique edge,” says John Reed, Manager Product Application at Ardagh. “In integrating this signature coloured shell and tab into the design, the LUPULOID IPA can offers consumers a 360 degrees brand experience.”

Given the can is an optimal container with which to protect the sensitive ingredients of this new hop-heavy treat from the threat of light and oxygen, Beavertown chose Ardagh’s 33 cl standard can to package this new core offering.

“The primary thought behind this behemoth of a beer is that for too long our American cousins have claimed the crown of superior IPAs. It’s time to bring it back,” says Beavertown owner Logan Plant.

Four years had been devoted to the development of this new 6.7% ABV India Pale Ale, and so the next logical step was for the brand to dig a little deeper into Ardagh’s broad product portfolio and add a bit of extra value to their packaging.

“By incorporating the pink shell and the green tab into the design, the LUPULOID can is now Beavertown - all over”, says Plant.

Those who are eager to understand, why Beavertown requires such strong packaging like the beverage can for their LUPULOID IPA, just click on this link to watch the video of the LUPULOID invasion.

About Beverage Cans

The beverage can is home to some of the most recognized brands in the world. Unrivalled in its ability to protect against light and oxygen, the can’s hermetic seal is the optimal environment in which to preserve the integrity of even the most delicate of beverages.

Unique to other packaging formats, the can offers 360-degree design integration - a compelling proposition for brands at the point-of-sale. Because metal is a permanent material, meaning infinitely recyclable without loss of quality, the beverage can stands as one of the most sustainable packaging solutions today.