UK beverage can manufacturer Rexam has partnered with Heineken Russia to produce a can for the latter’s rice beer brand Feilong.
The newly designed can uses various ink combinations specifically selected by Rexam to incorporate Feilong’s Chinese cultural influence.
Go deeper with GlobalData
Rexam claims that it uses two shades of white to recreate a traditional Chinese silk pattern, while the Feilong symbol on the can is designed by an array of carefully matched colours.
Produced at Rexam’s Argayash plant in Russia, the cans are available across Eastern Siberia and Far East regions of Russia.
Rexam Europe marketing programme manager Marianne Freund said: "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."
See Also:
Heineken Russia marketing director Jonnie Cahill said: "Authenticity is integral to the Feilong brand and we chose Rexam for their design and manufacturing expertise to bring this to life.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData"We were confident they would be able to translate the brand truths onto the can to create a standout design."
Heineken uses a traditional rice beer recipe long used by Chinese brewmasters to create light and refined lager Feilong.
Image: Heineken’s rice beer brand Feilong. Photo: courtesy of Rexam.
