Rexam Partners with Heineken Russia

Rexam, a leading global can maker, has collaborated with Feilong to produce a can for its brand new, traditionally-inspired rice beer.

With a striking design, the can uses various ink combinations specifically selected by Rexam to incorporate Feilong’s Chinese cultural influence. The use of two shades of white re-creates a traditional Chinese silk pattern, whilst the impactful and iconic Feilong symbol – meaning flying dragon – is brought to life by an array of carefully matched colours.

Feilong incorporates a traditional rice beer recipe long used by Chinese brewmasters, to create a light, refreshing and refined lager. Rexam’s premium can format enables the fusion of tradition and modernity and captures the essence of the brand.

Jonnie Cahill, Marketing Director for Heineken Russia says, “Authenticity is integral to the Feilong brand and we chose Rexam for their design and manufacturing expertise to bring this to life. We were confident they would be able to translate the brand truths onto the can to create a

stand out design and we are delighted with the outcome – we know our customers will love it.” Marianne Freund, Marketing Programme Manager for Rexam Europe says, “We were extremely excited to work with Feilong on this project. The design process was quite complex but we had a fantastic communication line between Feilong, our design team and the plant, ensuring the smooth delivery of the stunning can.”

The cans, launched in February 2015, are being produced out of Rexam’s Argayash plant in Russia and are available across Eastern Siberia and Far East regions of Russia.