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Spendrups enjoys Swedish success with Rexam’s debossed can

Rexam’s latest can innovation, 360 deg embossing, has recently seen its first ever application worldwide, being used by Swedish brewer Spendrups for its Bright Brew and Premium Gold brands in its local market.

Claimed to be a first of its kind, the technology was officially made available last year and, Rexam says, gives drinks producers the flexibility to choose from a variety of different patterns to enhance their brands with both visual and tactile elements. Rexam says two independent laboratory reports have also shown that the debossed design helps cans stay cooler in the hand for longer, thus, theoretically, keeping the contents colder for longer.

Produced at Rexam’s Fosie plant, the Spendrups debossed can uses a fluted design for high visual impact. It sold “highly successfully” (Rexam says) as a limited edition from May-August 2007 in Swedish grocery stores as well as at Systembolaget, a speciality Swedish alcohol retailer. Spendrups supported the launch with a point-of-sale advertising campaign and giveaway of a limited edition coolbag with six-packs.

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Spendrups’ Bright Brew and Premium Gold beers were successfully sold in 360 deg embossed cans from Rexam this summer