Rexam collaborates with Hofjäger to can First Beer for Chinese market

Rexam, a leading global can maker, has partnered with German beer company Denninghoffs, owner of the brand Hofjäger, to can its Schwarzbier and Weizenbier ranges.

The new canned format will launch for the first time in China in May 2016 before being rolled out globally. The iconic aluminium beverage cans use Rexam’s high definition printing to bring to life an image of a traditional Bavarian hunter, set against dark and tan backgrounds to reflect the character of the beers.

Speaking about the project, Thomas Kühn, CEO of Denninghoffs GmbH, says, “There is huge demand for German beer in China, which is why we decided to launch in this market first. To mark the occasion, we wanted to innovate and moving to can seemed the perfect option. The design agency, Laut & Schoen, created the design on behalf of Denninghoffs and the Rexam team did an outstanding job of transferring the design onto the can, which will undoubtedly stand out on the shelf. We can’t wait to see the response from our Chinese consumers and are excited to roll the new format out globally.”

Arjen van Zurk, Marketing Manager at Rexam, adds, “We’re always keen to support traditional beer brands like Hofjäger make the move to can. Hofjäger recognises the benefits of the can as an effective packaging format, in terms of design and practicality, and we were able to take their striking design and translate it into a 360o design.”

The 50cl aluminium beverage cans are manufactured out of Rexam’s Milton Keynes plant and were launched at SIAL China 2016, Asia’s largest food exhibition, in May.