Download the BRAU Beviale 2012 press pack PDF - Rexam

REXAM COMPANY BACKGROUND
Rexam is a leading global consumer packaging company. We are one of the leading global
beverage can makers and a major global player in rigid plastic packaging. We are business
partners to some of the world’s most famous and successful consumer brands. Our vision is to be
the best global consumer packaging company. Rexam's sales from ongoing operations in 2011
were in the region of £4.7 billion. After the recent agreed sale of our Personal Care business, we
have 66 plants in 22 countries and employ close to 11,000 people. Rexam is a member of the
FTSE 100 and its ordinary shares are listed with the UK Listing Authority and trade on the London
Stock Exchange under the symbol REX.
We serve these markets*:
• Beverage
• Healthcare
*after the recent agreed sale of our Personal Care business
For the beverages market we manufacture approximately 60 billion cans each year giving us a
global market share of around 25%. In Europe we are the largest beverage can manufacturer.
For the healthcare market, we produce a broad range of products including plastic containers,
drug delivery and medical devices, pharmaceutical pumps and valves as well as ophthalmic
packaging.
Our businesses
Our principal business operations are Beverage Packaging and Healthcare Packaging. In all, we
have 66 manufacturing facilities in 22 countries in Europe, North and South America and the
Asia-Pacific rim.
90% of our sales come from Beverage Packaging.
In July 2012, we announced the creation of a new division, Beverage Can Asia, Middle East,
and Africa (AMEA) which will be headquartered in Dubai and include our current plants in

Turkey, Egypt and India. These changes will take effect from 1 January 2013. This new division
will be separated from the current Beverage Can Europe and Asia with that division becoming
Beverage Can Europe.
Although our businesses are diverse when it comes to manufacturing technologies, they are
bound together by a single name and a focus on operational excellence, customer orientation,
innovation and people development, and are guided by the twin performance methodologies of
Six Sigma and Lean Enterprise.
Facts & Figures
• Net Sales of approximately £4.7 billion (2011)
• 66 plants in 22 countries*
• Employ 11,000 people*
• Member of the FTSE 100
*after the recent agreed sale of our Personal Care business
Three things characterise us – leadership in our industry, our commitment to innovation and our
passion to deliver exceptional value.
For further information, visit Rexam’s website at www.rexam.com

2012
A SHORT HISTORY OF THE BEVERAGE CAN
Rexam launched the first 75cl can for Europe into the Russian beer market.
2011
Rexam’s FUSION bottle wins 3 further industry awards – Beverage Innovation global award,
CanMaker Gold award & Italian Packaging award.
2010
The beverage can celebrates its 75 th birthday.
Rexam’s FUSION aluminium bottle goes commercial. FUSION is a breakthrough innovation in
the market and uses Drawn Wall and Ironed technology to create a light-weight, sophisticated
and infinitely sustainable aluminium bottle. In its first year FUSION wins the German Packaging
Award 2010.
2006
Continual improvements in the manufacture of aluminium cans mean they are no longer confined
to packaging soft drinks. Today, these cans are used for a wide variety of products, including
alcoholic beverages, iced coffee and even food such as nuts, fruits and seeds.
2002
Laser technology mean numbers, designs and logos can now be etched on both sides of the can
end.
2000
Printing techniques continue to advance with the development of thermo-sensitive and UV inks
that react to temperature and light.
1999
Under tab printing is developed, allowing symbols and text to be printed under the tab.
1998

PLM (to be acquired by Rexam in 1999) introduces a new beverage can end with a wider
opening, the so-called Large Pour Opening end. It's the first in Europe.
1997
Shaped cans, embossed cans and other innovations begin to appear in the US and in Europe.
1995
Brands use coloured tabs for promotions.
1991
'202' and '204' beverage can ends appear in the US. These smaller ends use less metal, so
saving natural resources.
1980s
The first stay-on tabs appear in the US. They are much more environmentally friendly than the old
ones which just tend to get thrown away.
1972
Aluminium beverage cans become available in multipacks.
1963
In the US, Ernie Fraze invents the easy-open can for Alcoa. People no longer have to punch a
hole in the end of the can with a triangular opener.
1959
The Coors brewery in the US introduces the first two-piece aluminium beer can. The new can uses
much less metal than the old three-piece can.
1955
PLM (later to be part of Rexam) makes its first beer can for AB Stockholm's Bryggerier (now
Pripps Bryggerier). The can goes on sale in October under the Three Towns brand name.

1950s
1937
The first soft drinks can is launched on the US market.
1935
Flat-topped beer cans appear in Britain.
The independent Felinfoel Brewery of Llanelli, Wales becomes the first brewery outside the US to
sell its beer in cans. The cone-topped cans are supplied by Metal Box.
The American Can Company (later to be part of Rexam) makes
the world's first flat top beer can, also known as a three-piece
can. Containing Krueger's Cream Ale, it goes on sale in the US
in January. By the end of the year, 37 different US brewers are
following Krueger's example.

BEVERAGE CAN FACT SHEET
• The can is the ideal package for carbonated and non-carbonated beverages:
• The can protects its contents from light and oxygen, providing a long shelf life without any
denigration in freshness and taste.
• It chills faster than other packaging – offering faster ultimate refreshment.
• The can is 100% recyclable, a fact that is important to our customers and consumers.
• Cans have higher recycled content than any other drinks container. The aluminium can be
recycled back into a new beverage can within 60 days!
• The shape of the can lends itself perfectly to 360° branding, giving our customers’ brands
maximum visual impact.
• Cans come in convenient single serve packs, allowing the consumer to easily manage their
consumption.
• Retailers may easily stack and store cans both on the shop floor and in the warehouse.
• The can is perfect for meeting increasing consumer needs for on-the-go consumption.
• The can is lightweight:
− Saving transport costs in the supply chain, cans deliver lower filling, handling,
transportation and storage costs than any other pack; and
− Making it easy for the consumer to carry
• Metal cans have the added safety benefit of being unbreakable – making them suitable for a
variety of circumstances where other packaging formats pose a safety risk.
• Cans are both highly efficient and economic to produce, fill and distribute
• The wide range of can sizes, combined with attractive and eye-catching design possibilities,
allow marketers to maximise brand impact as well as carefully targeting specific consumer
segments and drinking occasions.
• They are produced at high speed - over 2500 cans per minute at many plants.
• Further down the supply chain, cans, and of course multi-packs, offer retailers a packaging
solution which is easy to load and unload, and which is highly space efficient from a display
perspective.
• It takes 95% less energy to produce a can from recycled material compared to virgin
material.
• The more cans are recycled, the lower their carbon footprint.

• A can is made from metal, a permanent material so it has no end life – once metal is
extracted and refined from the earth’s crust, the application may vary, but the permanent
character of the material will allow for an infinite sustainable use in new products and
applications. For more information go to www.metalpackagingeurope.org

PRESS RELEASE
REXAM’S NEW ORDERING PORTAL ENHANCES ITS CUSTOMER SERVICE
Rexam Beverage Can is to launch a new customer portal service in Europe, giving their customers
more control when placing orders and making the process more efficient.
The new service is targeted at Rexam’s small- to medium-sized customers whose orders tend to be
smaller in volume. The customers will now be able to see stock, place and track orders and
request delivery times helping to make the ordering process as easy and convenient as possible.
With an increase in popularity for ordering sites such as eBay and Amazon, Rexam have
replicated this in a B2B environment. The new portal will enhance the customer experience,
allowing customers full and immediate access 24 hours a day to Rexam Beverage’s Can’s
ordering service.
Gary Aslam, European Customer Services, Sales and Marketing Director for Rexam commented
on the new portal;
“It is great that our new customer portal can be offered to our small-and medium-sized
customers. With round the clock access, it will greatly improve the ordering and delivery
experience, allowing customers to spend less time worrying about placing orders and fulfilling
demand. We will continue to run our customer service team alongside the new portal, so
customers can choose how they wish to contact us.”
The site will be launched from July.
ENDS

PRESS RELEASE
REXAM’S ANNUAL SUPPLIER AWARDS REINFORCES THE IMPORTANCE OF AN EFFICIENT
SUPPLY CHAIN
Now in its ninth year, Rexam Beverage Can Europe & Asia Supplier Awards, held in early March
at Sopwell House in St Albans, saw over 36 suppliers from across the region come together to
celebrate the achievements of those in their industry. Rexam, one of the leading global beverage
can makers, works tirelessly to ensure both reliability, quality and cost effectiveness through our
whole supply chain and the event provides an invaluable opportunity to reward our suppliers
hard work and dedication to accomplishing supplier excellence.
Alongside the more traditional awards in the areas of Supply, Quality and Cost, Rexam also
awarded both ‘The Rexam Way Award’ and the prestigious ‘Supplier of the Year’ award. The
Rexam Way Award is only given if Rexam feels a supplier should be recognised for proactively
working with Rexam to ensure an excellent performance as well as demonstrating the 4 pillars of
the Rexam Way – Trust, Teamwork, Continuous Improvement and Recognition.
Richard Downes, VP of Supply Chain and IM, Rexam Beverage Can Europe & Asia, who spoke
on the night, commented; “It was great to see so many of our suppliers at the awards. Each
supplier works hard to achieve operational excellence in their area of the supply chain and it is
extremely important to Rexam to publicly extend our thanks and appreciation for their efforts
throughout the year.”
The judging process incorporates a number of factors to select the winners including; feedback
from Rexam plant teams, analysis of management approach and a full review of supplier’s
performance throughout the year.

The awards, presented by Rexam CEO Graham Chipchase, went to:
Award Winner Reason
Supply AkzoNobel Carried out an excellent job in the preparation
and execution of the conversions and met the
deadline of May 2011 without endangering
security of supply to Rexam. Spent many hours
on Rexam sites to ensure the conversions were a
success as well as carrying out back-up visits to
check the new product had become embedded
and to further optimise settings and usages.
Quality La Artistica
Achieved 6 years continual service without a
quality issue to Rexam plants. Despite very
volatile raw materials in the last year, this supplier
managed to consistently provide Rexam with a
top quality product.
Cost Brammer Since 2009 this supplier has helped Rexam drive
operational excellence at the plants through
increased spend visibility and control. They have
worked on numerous projects at both Can and
End plants during 2011 delivering savings to
Rexam and implementing a solution in Spain
resulting in a significant increase in can
production. The partnership with this supplier has
been invaluable to Rexam’s long term MRO
strategy not only in 2011 but over the last three
year period.
The Rexam Way Novelis
Have worked with Rexam for 10 years, being
strategic and flexible in their approach to
producing a long term contract, and embracing
the concept of a win-win solution. Rexam have a
Joint partnership on projects covering technical,
quality and supply improvements demonstrating
and leading team work. They deliver continuous
improvement in an innovative and open way and
make themselves the supplier of choice by
embracing the Rexam way.
Supplier of the Year Henkel Shown great advances in their business
relationship with Rexam through a new and
successful approach to their relationship and have
been a very high quality supplier with a broad
product portfolio for Beverage Cans. Their
project work has achieved significant savings for
the Rexam plants and this work will continue into

2012. The supplier increased their innovative
efforts for Beverage Cans and has launched
several improvements for Front End solutions.
Aziz Mabrouki and Mark Sowerby from Henkel, accepted their award on the night, commenting;
“We are delighted to have won Rexam’s Supplier of the Year, we have worked hard throughout
the year to improve our performance, both in terms of our relationship with Rexam and our
service delivery. It is a great honour to be recognised by Rexam and to know our work has made
a positive impact on their business.”
Winners of the Quality award, Teresa Ramos from La Artistica, also enjoyed the night; “To win
the quality award is fantastic, especially after a long and prosperous relationship with Rexam. It
was great to meet fellow suppliers on the night and to be presented the award by Graham
Chipchase. We look forward to a continued relationship with Rexam in the years to come.”
ENDS

PRESS RELEASE
REXAM LAUNCHES EUROPE’S FIRST 75CL CAN FOR RUSSIAN BEER MARKET
Rexam, one of the world’s leading beverage can manufacturers, has announced it will make
Europe’s first 75cl can which was launched onto the Russian and Eastern European markets at
the end of 2011.
The can, which will be made in Rexam’s Naro-Fominsk plant in Russia, is mainly designed for the
beer market, although it is also suitable for other drinks varieties. Rexam has worked in close
partnership with Baltika Breweries, one of our key customers, to initiate and bring this innovation
to the market.
Craig Jones, General Director for Rexam Russia, said: “The 75cl can is the next logical step for
beverage cans in Russia. We first introduced the 33cl can in Russia in 1998 and since then a
majority of beers have moved to 50cl packaging following a demand for a larger size beer
packaging. In 2007 we launched the first 1 litre can and beer producers are now seeing a
demand for something in between. The 75cl can will give our customers another opportunity to
stand out from their competitors.”
Vadim Smolenkin, New Product Development Manager at Baltika Breweries, also commented on
the new can size: “Baltika always tries to offer innovative solutions to its consumers. Therefore, we
were the first to test and offer to our consumers in conjunction with Rexam the idea of this
innovative format. The chance of using a 75cl can will allow those who buy our product to enjoy
the taste of freshly brewed beer for longer.”
The aluminium can will be made using Rexam’s DWI (Drawn Wall Ironed) Technology and will
be 100% and infinitely recyclable without loss of quality. A majority of Rexam’s innovative
printing and design techniques will be available on the can, giving customers the opportunity to
develop and redesign their brands for the new size.
ENDS

PRESS RELEASE
REXAM PRODUCES SPECIAL EDITION GROLSCH CAN FOR 3FM SERIOUS REQUEST CHARITY
EVENT
Rexam Beverage Can has been chosen by Grolsch to produce a special edition can to support
the company’s partnership with 3FM Serious Request, an annual charity fundraising event run by
Dutch radio station 3FM. 3FM Serious Request 2012 will draw attention to baby mortality. This
‘silent disaster’ results in 5.5 million casualties every year, takes a life every 6 seconds and is due
to a lack of care for mother and newborn and lack of medication when needed. Simple care and
support can fight baby mortality. This is the cause for which 3FM wants to raise financial help
and awareness.
As one of the main partners for the 3FM Serious Request event, which sees three DJs locked in a
glass room for six days hosting a radio show, Grolsch will use the unique and eye catching
design to encourage its consumers to contribute to the cause. For every can sold, Grolsch will
donate €0.25 to 3FM Serious Request. The cans will be available from early December in retail
outlets across the Netherlands.
Rexam’s Milton Keynes plant is producing the 50cl cans, which will be filled with the well known
Grolsch premium lager, and will display the strapline ‘Raise Your Can’ and music themed
imagery.
Tom Verhagen, General Director Royal Grolsch, commented; “We know from experience that
special edition cans are well received by consumers and so this seemed the perfect way to
support the 3FM Serious Request fundraiser. With the event taking place in our home town of
Enschede, we hope the cans will really help to make it a success and encourage our consumers to
‘Raise Your Can’ for a great cause.”

Matthijs Jansen, Sales Director at Rexam Beverage Can B.V. Oss, added; “It has been great
working with Grolsch and to play our part in helping raise money for such a fantastic cause. We
hope the special edition cans contribute to making 3FM Serious Request 2012 a great success.”
ENDS

PRESS RELEASE
REXAM’S SLIM CAN BOOSTS IDENTITY OF SOFT DRINK BRAND
Rexam Beverage Can has been chosen by SAAB Drink to produce the can for Meladaj, its new
apple-based carbonated soft drink, which will be sold on the Italian market in bars, clubs and
retail outlets.
Rexam worked with Enrico Giotti to create the 25cl Slim aluminium cans, produced at Rexam’s
Enzesfeld plant in Austria, which enhances the brands fun personality and heightens the impact
of its colourful design.
SAAB Drink worked with Rexam’s Graphics Department to adapt Meladaj’s vibrant design to the
can printing process, which features a detailed apple drawing. The design is printed on a
background of Rexam’s Bright White ink, which gives the can a sophisticated and glossy feel
whilst enhancing the intricate details of the drawing.
Aimed at young, witty and modern consumers, the name ‘Meladaj’ was specially chosen to target
this market. The name uses the word “mela”, meaning apple, together with the question “me la
dai?”, meaning “will you give it to me?”, to create a fun brand that encourages people to drink
together and socialise.
Angelo Schioppa, Owner of SAAB Drink, commented: “The Slim aluminium can is the perfect
package for our product and really enhances the drinking experience. Meladaj is a relatively
new brand, only entering the market in late 2011, but we are hoping to grow considerably in the
next few years. The can that Rexam has helped us to create is appealing and helps to engage
people’s curiosity, and is a really integral part of our brand identity.”

Monica Mantovani at Rexam Beverage Can, added: “It has been really interesting working with a
new brand such as Meladaj, and helping them to develop such a key part of their brand. The
cans look fantastic and we were delighted to help them get the best out of their great brand
design.”
ENDS

PRESS RELEASE
REXAM WORKS WITH BEAM GLOBAL TO DEVELOP INDIA’S FIRST ‘READY TO DRINK’
WHISKY BEVERAGE
Rexam Beverage Can has been chosen by Beam Global Spirits and Wine India to package its
new Teacher’s ‘Ready To Drink’ alcoholic beverages.
The ‘Ready To Drink’ products are India’s first Scotch-based variants available in this instant
format and the package consists of two varieties of Teacher’s scotch whisky premixed with either
soda or cola.
Rexam worked closely with Beam Global India - the Indian branch of the 4 th largest global spirits
company MNC Beam Inc - from conception to commercialisation of the new product, helping to
develop a brand identity that would appeal to the target market of premium beer consumers. The
drinks are packaged in Rexam’s 330ml cans, which are produced at the Taloja Plant in Mumbai,
and take advantage of Rexam’s advanced printing techniques to enhance the products’ on-shelf
appeal.
Satish Kaul, Vice President of Operations at Beam Global India, commented on the cans:
“Working with Rexam to develop our new cans has been key to the success of the product. We
have witnessed a high level of consumer demand for the new Scotch-based product, especially
amongst premium beer drinkers. The cans have allowed us to introduce consumers to our
Teacher’s whisky whilst maintaining the easy and refreshing drinking experience of canned
beer.”
Venkii Iyengar, Vice President of Sales and Marketing for Rexam in India, added: “It has been
great working with Beam Global through the entire process of this product’s development. The
‘Ready To Drink’ whisky drinks are a new concept in the Indian alcoholic beverage market and
we are delighted to have been able to help develop the brand identity and ensure its on-shelf
impact through the design of the cans.”

Teacher’s ‘Ready To Drink’ beverages were launched in Mumbai in December 2011. The product
will be rolled out across the other major Indian markets in the first quarter of 2012.
ENDS

PRESS RELEASE
REXAM EMPLOYEES GET LOCAL COMMUNITIES RECYCLING IN EUROPEAN COMMUNITY
CAN CHALLENGE
Rexam Beverage Can is pleased to announce the results of its 2012 European Community Can
Challenge. The internal scheme is now in its second year, and continuing to show success in
encouraging Rexam employees, from a number of the company’s European plants, to work
closely with their communities to recycle more cans and help raise money for local charities.
The Community Can Challenge is run over a ten week period in nine European countries where
recycling rates could be improved. This year Rexam employees and their local communities have
collected an impressive five tonnes of cans – equating to nearly 300,000 cans or 45 tonnes of
CO 2 savings.
Whilst recycling cans is only part of Rexam’s wider sustainability programme, the Community
Can Challenge enables Rexam’s employees to participate in and support the company’s
commitment to run a sustainable company that involves the communities in which they work.
Tomas Sjölin, Sector Director of Rexam Beverage Can Europe and Asia, commented on the
success of this year’s Challenge: “It has been fantastic to see the continued dedication and
support for our Community Can Challenge across a number of our plants in Europe. Our teams
have really embraced the chance to educate their local communities about the importance of
recycling and to help us make a difference in our mission to run a sustainable business and boost
industry recycling rates.”
Working closely with a local charity of their choice, the team at each participating plant
competed in a number of categories for the chance to win £5000 to give to their chosen charity.
Along with the charity money, particular plants received individual awards for their efforts. These
included:
• Manisa (Turkey)- Weight Award for collecting 1.5 tonnes of cans

• Valdemorillo (Spain) – Community Engagement Award for generating a variety of
activities to engage a range of different community groups in surrounding towns and
villages
• Waterford (UK) – Innovation Award for engaging with local schools to create an
interesting and engaging video to promote recycling, resulting in a fun alternative to the
usual recycling message.
Wakefield and Luton (UK) received Special Commendation from the judging panel for collecting
over a tonne of cans, narrowly missing out on an award. Rexam’s La Selva (Spain) plant,
participating in the challenge for the first time, also received a special commendation for their
performance, which included appearing on local TV.
ENDS

PRESS RELEASE
REXAM PUBLISHES LEVEL A GRI SUSTAINABILITY REPORT
Rexam, a leading global consumer packaging company, has today launched its first
Sustainability Report, which has been awarded a grade A application level from the Global
Reporting Initiative (GRI), the most comprehensive sustainability reporting guidelines currently
available.
The United Nations (UN) Rio+20 Conference in Brazil was held last month, celebrating 20 years
since the first UN conference on sustainable development. With consumer packaging playing an
integral part in modern living, Rexam has continuously been a leader in this field:
“We are extremely proud of our achievements over the past 20 years” Graham Chipchase, Chief
Executive, Rexam PLC, said. “Rexam has a vital role in the packaging supply chain and it is due
to the hard work and collaboration with our key stakeholders that we can celebrate our report
today. We believe that running our business sustainably is essential to near term success and
long term prosperity.”
Over the past two decades, as a company, and through its partnerships, Rexam has achieved a
number of key milestones:
• Light-weighting programmes have resulted in reduction in can weight of 21% since 1992
and even today continues to generate year-on-year metal savings (10,000 tonnes in
2011).
• Of the 60 billion cans Rexam produces annually, around 70% will be recycled in 2012.
• In 2011 alone, CO2 savings through energy efficiency programmes saved the equivalent
of running two of Rexam’s factories for a year.
• Further improved its safety record with 70% of sites not recording a lost time incident in
2011 and its track record in Lost Time Accident Rates is one of the best in the industry.
• In Healthcare, Rexam have recently launched Novelia, a preservative-free multidose
eyedropper, significantly reducing the amount of plastic required and drug wastage by
90%.

The recent PwC report on sustainable packaging confirms that interdependence and collaboration
across the supply chain reduces product wastage and minimises environmental impacts. Rexam
has a long track record of active engagement across the supply chain. This has been, and will
continue to be, its key contribution to the sustainable development agenda.
“As we have seen from the Rio+20 discussions, companies are essential to ongoing sustainable
development and we a rightly proud to play our part on this global stage” John Revess, Director
Group Sustainability, Rexam PLC, said. “With 60 billion cans produced globally annually,
Rexam places great importance on sustainability and it is superb recognition that our report has
been awarded a level A GRI rating. From eco-design to safety and employee engagement, we
work tirelessly to engrain sustainability in our business culture and achieve the stretching targets
we have set ourselves.”
To view Rexam’s 2011 Sustainability Report, Rexam’s Sustainability Animation and Rexam’s 20
year Sustainable Development and Resource Efficiency Timeline, please visit
www.rexam.com/sustainability
ENDS

PRESS RELEASE
WELF JUNG APPOINTED AS SUSTAINABILITY DIRECTOR FOR REXAM BEVERAGE CAN
EUROPE & ASIA
Rexam, one of the leading global beverage can makers, has appointed Welf Jung as
Sustainability Director for its Beverage Can Europe and Asia business.
Welf, who previously worked as Business Development Director for Rexam, began his new role
recently following John Revess’ move to become Group Sustainability Director for Rexam. In
addition to his position as Sustainability Director for Rexam Beverage Can Europe & Asia, Welf
will also continue to oversee Sales and Marketing for Rexam Beverage Can in Germany.
Through his roles for both Rexam and BCME (Beverage Can Makers Europe), Welf has gained
extensive knowledge and experience in the sustainability field. In his new role as Sustainability
Director, Welf will work to identify and set key targets for Rexam Beverage Can Europe & Asia,
whilst continuing to drive the company’s sustainability strategy.
Commenting on his new position, Welf explained; “Rexam is committed to finding packaging
solutions that contribute to a sustainable future. To ensure this future it is my aim to implement a
detailed strategy that will allow for both sustainable development and a responsible treatment of
the world’s natural resources. This will allow Rexam to not only minimise packaging’s impact on
the environment, but to ensure we develop the most sustainable and ethical supply chain
possible.”
Rexam Beverage Can has pursued a sustainable environmental policy since 1991, and in 2011
the company further developed its sustainability framework, built around 12 specific commitments
on products, operations and people, identifying the most appropriate quantifiable measures and
objectives for these commitments and agreeing stretching targets for each.
ENDS

PRESS RELEASE
REXAM REINFORCES COMMITMENT TO THE ‘TOTAL PACKAGE’ AT BRAU BEVIALE 2012
Rexam Beverage Can Europe and Asia’s commitment to delivering the best in class, all round
service to its customers will be the focus of its activity at this year’s BRAU Beviale, held in
Nuremberg from the 13 th to the 15 th of November 2012.
Rexam’s stand at this year’s industry gathering will showcase how Rexam delivers the ‘Total
Package’ - its pledge to maintaining leadership in the industry through high quality products,
innovative packaging solutions and valued customer and supplier relationships.
The key drivers behind Rexam’s ‘Total Package’, known as the Five P’s, are Partners, Products,
Planet Passion, and Pioneers and by bringing these aspects together as part of Rexam’s total
proposition means that Rexam is the partner of choice for some of the world’s most famous
brands. By working with our brand partners through the whole supply chain, Rexam helps to
make their products a success in an increasingly cluttered and demanding marketplace.
Throughout the three days, the Rexam team from across Europe will be on hand to discuss the
latest innovations and market developments. These include emerging sector categories, some
exciting new on-can technologies, as well as planned additions to our extensive range of can
sizes and special finishes. And who knows a few surprises to – Rexam is after all a pioneer!
To find out more about ‘The Total Package’, please visit the stand at BRAU Beviale 2012, Hall 4A
- Stand 115.
ENDS

PRESS RELEASE
CHAMANE IN ITS REXAM FUSION BOTTLE WINS TOP PRIZE IN LSA INNOVATION AWARD
The new Chamane natural energy drink, packaged in Rexam Beverage Can’s FUSION bottle,
recently won an award at France’s prestigious LSA Innovation Awards 2011 hosted in Paris. The
event rewards industry professionals for innovative products and concepts.
The new drink won the top prize in the ‘alcohol free beverages’ category. Rexam worked closely
with Deveurop SAS to develop the FUSION bottle for their new Chamane natural energy drink
and help it really stand out from its competitors in the energy drinks market.
Composed from 100% natural ingredients, Chamane is targeted at working adults who want a
natural alternative to traditional energy drinks. Deveurop SAS chose to package Chamane in
Rexam’s 250ml FUSION bottle, with a ROPP closure, to represent and enhance the health
benefits and qualities of the drink.
Rexam’s FUSION bottle is a breakthrough innovation in the market and uses Drawn Wall and
Ironed technology to create a lightweight and sophisticated aluminium bottle that keeps the drink
inside fresh and chills faster than other packaging - offering faster ultimate refreshment for the
consumer.
The bottle is 100% recyclable and infinitely so with no loss of quality, embodying Chamane’s
vision of natural energy and its commitment to a healthier planet.
Stéphane Lacourt, CEO and Founder of Deveurop SAS, said: “The FUSION bottle perfectly
complements the Chamane drink and the LSA Innovation Awards judges saw it as a key
component of our winning product. Rexam’s unique graphic design and printing techniques
allowed to us to have fun with the packaging and really put Chamane in a different league from
other energy drinks.
The FUSION bottle has enabled us to position our new product on the market as a premium, high
quality energy drink, which has resulted in a great number of impulse buys and a high level of

epeat purchases. We have found the ROPP closure option to be a particular asset to our
product as this ensures the bottle is safe for the consumer to open, with the added benefit of
being resealable.”
Matthijs Jansen, Sales Director Benelux and France at Rexam Beverage Can, added: “Companies
need to ensure they have unique and eye-catching packaging in order to stand out in the ever-
expanding energy drinks market. It has been great working with Deveurop SAS to help them
bring this award winning drink to market. We are especially pleased to win such a prestigious
innovation award, proving once again that FUSION is a superior packaging format.”
Chamane is currently available in red-berry with pomegranate flavour, with a new coffee flavour
launching in 2012. (more information on CHAMANE : www.forcedelanature.com )
ENDS

PRESS RELEASE
REXAM ACHIEVES DOUBLE WIN AT WAKEFIELD EXPRESS BUSINESS AWARDS INCLUDING
‘BUSINESS OF THE YEAR’
Rexam Beverage Can and its Plant in Wakefield, UK have won two awards at the Wakefield
Express Business Awards. The event, which took place recently at Cedar Wood Hotel, Wakefield,
celebrated the success of businesses thriving despite the financial climate.
Rexam was the awarded the prestigious ‘Business of the Year’ Award given to the most
outstanding company demonstrating all-round excellence and achievement. It was due to
Rexam’s continued success in the beverage can sector, delivering innovation and skill in all
aspects of their business that it was chosen for the award.
The multinational firm was also the winner of the ‘Business and Environment’ award given to
companies most actively committed to sound environmental practice and demonstrating an
awareness of protecting resources. Rexam was chosen as the winner due to its numerous
achievements in sustainability over recent years including using 6,500 tonnes less of aluminium in
2010 compared to 2009 whilst still growing as a business, as well as its continued support of the
‘Every Can Counts’ programme which promotes ‘on the go’ can recycling in the UK, France and
Austria.
Commenting on the recognition, Michael Waite, Plant Manager of Rexam Wakefield, said: “We
are absolutely delighted to win these prestigious awards. As a business we are always working
hard to ensure we remain a leader in our field, and are honoured that Wakefield Express have
recognised and rewarded our efforts. We will continue to ensure our business remains aware of
environmental and sustainability issues and maintains our position as Europe’s leading beverage
can manufacturer.”
A number of Rexam staff attended the awards ceremony in Wakefield to collect the awards.
ENDS

PRESS RELEASE
REXAM PARTNERS WITH ACCOLADE WINES TO EXPAND THEIR SPARKLING COLLECTION
RANGE
Rexam Beverage Can has furthered its partnership with Accolade Wines to create cans for the
launch of four new innovative drinks from the Hardys, Banrock Station and Stone’s brands. The
new drinks, called ‘The Sparkling Collection’, will feature alongside Echo Falls Spritz in a can,
which launched last year.
The 250ml Slim cans, being produced at Rexam’s Gelsenkirchen plant, are targeted at existing
wine drinkers as well as 25 to 35 year old females who are new to the wine market. The range
includes two Hardys Bellinis (in Strawberry and White Peach flavours) and Banrock Infusions, a
blend of wine and summer berries. Stone’s Ginger Punch, a mixture of ginger wine and
lemonade, is also available in a striking limited edition Union Jack can.
Clare Griffiths, European Marketing Director for Accolade Wines is delighted with the new
products;
“We are passionate about innovation, and with the launch of these new cans from some of our
most recognisable brands, we are spearheading the creation of a new category which will open
wine up to new consumers, with new occasions. As a company, Accolade Wines is a leader
when it comes to consumer insight, which drives our innovation process. Our new cans, offer a
level of convenience in the wine market that currently hasn’t existed in the wine category with
trusted recognisable brands and we hope consumers, new and existing, will embrace the range
as they have done with our top selling brands.”
Gary Aslam, European Customer Services, Sales & Marketing Director at Rexam Beverage Can
commented; “It is great to see the expansion of the wine cocktail range – we have enjoyed
working closely with Accolade Wines to bring these cans to market and to develop this new
category together. Research from Mintel continues to highlight strong female interest in moving
away from FABs to more grown-up RTS offerings and as such, Accolade Wines’ range of wine
cocktails in cans open up the category to new consumers. And the convenience and portability of

cans makes it possible for consumers to enjoy these great new products for a variety of drinking
occasions.”
The full ‘Sparkling Collection’ range includes: Hardys Peach Bellini; Hardys Strawberry Bellini;
Banrock Station Infusions Summer Berries, Stone’s Ginger Punch, Echo Falls Spritz Pinot Grigio
and Echo Falls Spritz White Zinfandel Rosé. The cans have secured significant listings in
Sainsbury’s, Morrisons and One Stop, with Stone’s Ginger Punch limited edition Union Jack can
leading the way into the off-trade, perfectly timed for celebrating Britain this summer.
ENDS

PRESS RELEASE
REXAM GIVES SNEAK-PEEK OF NEW FUSION CONTOUR ALUMINIUM BOTTLE AT BRAU
BEVIALE 2012
Following the on-going success of its FUSION bottle, Rexam Beverage Can is to unveil a
prototype of its new FUSION Contour bottle at BRAU Beviale 2012.
Based on Rexam’s Drawn Wall Ironed (DWI) technology the FUSION bottle is shaped with a
contour, while maintaining its key functional elements and graphic potential, and this latest
development showcases the versatility of the innovative technology that has allowed Rexam to
start advancing its award-winning FUSION bottle to the next level for our customers.
FUSION Contour will maintain the key qualities of Rexam’s original FUSION bottle. It will be
shatterproof, safe and cold to the touch, as well as being 100% and infinitely recyclable,
lightweight and resealable. It will also offering superior graphic potential – using Rexam’s High
Definition Illustration Impact technology.
Kym Hamer, Marketing Manager New Product Development, said:
“For nearly three years, the FUSION bottle has been offering customers an exciting way to
package their products. We are delighted to be able to showcase our newest development,
FUSION Contour, and give customers an insight of what will be available to them in the future.
“The launch of the original FUSION bottle gave our customers an unrivalled opportunity to evolve
and reinvent their brands and target new audiences. We are seeing consumer trends constantly
evolving and the FUSION Contour bottle is being developed to help our customers capitalise on
these changes.”
The new FUSION Contour bottle prototype can be seen at Rexam’s stand (Hall 4A, Stand 115) at
BRAU Beviale.
ENDS

PRESS RELEASE
PEPSI TWIST GETS A MAKEOVER WITH REXAM’S FUSION BOTTLE
Rexam’s award winning FUSION aluminium bottle has given Pepsi Twist a new look, with the
original lemon flavoured cola from PepsiCo Italy being repackaged and launched for a trial run
in Italy.
PepsiCo Italy has designed the new Pepsi Twist bottle to appeal to young, dynamic consumers,
seeking new trends and fashionable drinking solutions. The FUSION bottle guarantees a striking
image and a contemporary feel, with Rexam’s innovative design and printing solutions ensuring
the bottle has stand-out shelf appeal.
Rexam’s FUSION aluminium bottle is lightweight, shatterproof and keeps the drink cool, and
sparkling. The bottle is resealable which helps keep the product fresh whilst enhancing the fresh
lemon flavour. These benefits make FUSION the ideal packaging for out-of-home consumption
and therefore a perfect fit with Pepsi Twist’s target market.
Being made from aluminium the FUSION bottle is also 100% and infinitely recyclable. Massimo
Ambrosini, GM Vice President of PepsiCo Beverages Italia said: “PepsiCo is always keen on
looking out for new marketing solutions and taking on challenges to bring innovation onto the
market. We very much believe in the potential of the FUSION bottle for out-of-home consumption
and have chosen our Pepsi Twist drink for this launch as it is the most innovative drink from our
range of products.”
Monica Mantovani, Sales Manager at Rexam Beverage Can Italia commented on the partnership
with PepsiCo Beverages Italia: “It has been great working with the team at PepsiCo to develop the
FUSION bottles for Pepsi Twist, not only do the bottles look fantastic, but they really do enhance
the great drink inside.”

Pepsi Twist in FUSION was launched onto the Italian market in early Spring 2012 and PepsiCo
Italy will be hosting FUSION parties across Italy to celebrate the new packaging.
ENDS

PRESS RELEASE
REXAM ANNOUNCES NEW AMEA DIVISION AND DIRECTOR APPOINTMENTS
Rexam has announced the creation of a new division, Beverage Can Asia, Middle East, and
Africa (AMEA) which will include its current plants in Turkey, Egypt, India. These changes will
take effect from 1 January 2013. This new division will be separated from the current Beverage
Can Europe and Asia with that division becoming Beverage Can Europe.
As part of these changes Rexam has announced the appointment of two directors to head these
divisions. Craig Jones currently Rexam’s General Director, Russia will become Sector Director of
Beverage Can AMEA. After 29 years with Rexam Tomas Sjölin, currently Sector Director
Beverage Can Europe & Asia will retire in early 2013 and Iain Percival, currently Rexam’s Group
Enterprise Risk Director, will become Sector Director for Beverage Can Europe.
Commenting on the organisational changes, Graham Chipchase, Chief Executive of Rexam, said:
“These changes have been announced as part of Rexam’s strategy to be the best global consumer
packaging company. Our new Beverage Can AMEA sector will allow us to focus resources more
strategically and capture our share of growth opportunities in this faster growing region. I am
pleased that Craig Jones and Iain Percival will be heading their respective businesses, and I look
forward to working closely with them as we continue to build on the success of our business.”
Speaking about his appointment, Craig Jones said: “With greater focus on faster growing
markets Rexam is at an exciting point in its journey to become the best global consumer
packaging company. I am looking forward to playing a key role in this and, with my team
helping Rexam develop the opportunities available in the regions of Asia, Middle East, and
Africa.”

Commenting on his new role, Iain Percival said: “I am delighted to be taking on the position of
leading our European Beverage Can business, a region where we are the number one can
manufacturer. I am looking forward to working closely with the European team to sustain our
leading position in Europe and be even more responsive and agile to our customers’ needs.”
ENDS

CASE STUDY
THE ICONIC COCKTAIL WITH A UNIQUE APPEARANCE
Rexam’s aluminium FUSION bottle helps to emphasise the premium quality of Canella’s Italian
‘Bellini’ cocktail
At the end of March 2010, the first commercial FUSION bottles rolled off the line at Rexam’s
Ejpovice plant in the Czech Republic, following a number of years in development and a
significant financial investment. The wait, however, was worth it. Since its launch, an increasing
number of brands have taken advantage of the FUSION’s light weight, convenience and
premium look and feel for a wide range of activities, including reaching out to untapped markets,
targeting new consumer groups, special occasions and unique limited edition bottles, or – as in
the case of Italian wine producer Canella – for all of these.
Canella Vinicola, who originate from San Doná di Piave near Venice, Italy, is considered to be
one of the leading Proseccos Spumante manufacturers in the world. The company’s most famous
product is its classic Bellini cocktail, which is made from Prosecco, the pulp of white peaches and
a dash of wild raspberry, and has been one of the most popular wine cocktails in Europe for
decades.
In the 1980s Canella first decided to bottle the classic cocktail in a ready-mixed format so they
could offer consumers from around the world the chance to enjoy the drink at home. Recent
years, however, have seen a shift in consumers’ shopping habits, in particular for the younger
generations, who are now looking for products that compliment their lifestyles, fit into the after
dark scene and are trendy and easy to drink on the move. With the FUSION aluminium bottle,
Canella had discovered the ideal packaging for modernising their classic cocktail.
Convenient, stylish, sustainable
FUSION combines the superior qualities of the can with the convenience and sophisticated
appeal of the bottle to create a light-weight, shatter-proof and premium beverage packaging
format. FUSION is currently available in six different size and closure combinations, with
customers having the opportunity to choose between 330 ml and 250 ml bottles with - re-sealable

ROPP, Maxi-P or Crown caps. The FUSION bottle also offers customers superior graphic potential
by using Rexam’s high definition Illustration Impact technology. With the possibility of printing on
the whole surface of the bottle, including the cap, brands can really take advantage of every
aspect of this cutting-edge aluminium bottle to create impact on shelf.
Environmental issues have always played an important role in the development of the FUSION
bottle. Indeed, with the bottle being 100% aluminium, from body to cap, FUSION is perfect for
easy consumer recycling. Welf Jung, Sustainability Director, Rexam Beverage Can Europe and
Asia, explains: “In order to create a cost effective aluminium bottle, we first had to deal with the
bottle’s weight– not only for economic reasons but also in ecological terms. We decided,
therefore, to use Drawn Wall Ironed technology – a technique that is used to draw up the walls of
a standard beverage can – for our FUSION bottles which meant we could utilise the same
production lines as cans, whilst installing a necking process at the end to create the unique bottle
shape. In doing so, we are able to keep the walls of the aluminium bottles extremely thin,
creating the bottle’s light weight e, whilst retaining its strength and purpose – to protect the drink
inside.
Seeing in the New Year with FUSION
In November 2010 the first 250ml Bellini bottle designs rolled off Rexam’s production line -
Bellini’s ‘core brand’ bottle as well as a special edition. The latter were to be part of a 2011
New Year’s Eve celebration taking place in St Mark’s Square in Venice, for which Rexam and
Canella worked together to create a limited edition Bellini FUSION bottle to be given out during
the event.
On the evening of December 31 st , 20,000 of the uniquely branded FUSION bottles were
distributed among the attendees. Lorenzo Canella, owner of Canella, commented on his reasons
for choosing FUSION to see in the New Year: “We were looking for a new and safe packaging
option. Glass is not permitted at many public events and we did not believe plastic had the right
qualities to house our Bellini drink. The FUSION bottles suited our needs perfectly – the innovative
and attractive packaging helped to enhance our brand and the single serve size was ideal for the
event.”

Continued Success
The packaging industry has been continuously impressed by the exceptional qualities of the
FUSION bottle. In 2011 Canella’s New Year’s Eve 2010 Bellini bottle won the Italian packaging
prize “Oscar dell’Imballaggio”. With its eye-catching and unique design, the bottle won in the
beverage packaging category. Monica Mantovani, Sales Manager for Rexam Beverage Can Italy
says: “The FUSION bottle created for Canella has a simple yet striking design, and is the ideal
packaging option for enjoying Bellini, especially as it is easily chilled and perfect for transporting.
We are very proud that the bottle was recognised with this design award. It shows just what can
be achieved with our FUSION bottles!”
Lorenzo Canella was at the awards ceremony to see the Bellini FUSION bottle win, commenting:
“We love the way the bottle looks. I’m sure that the bottle has not only pleased our loyal
customers, but has also made the large number of visitors to the party in St. Mark’s Square more
interested in our Bellini product.”
Based on the success of the New Year’s Eve celebration, Canella decided to develop another
special edition bottle for the 2011 New Year’s Eve party, again to held in St. Mark’s Square in
Venice. Canella ordered almost 28,000 bottles for last year’s celebrations, which were updated
to use the iconic peach colour of the Bellini brand.

CASE STUDY
MANISA PLANT SHOWCASES REXAM’S RECYCLING CHALLENGE GOING FROM STRENGTH
TO STRENGTH
With sustainability sitting firmly at the heart of Rexam’s working ethos and decision making, it is
unsurprising that Rexam’s 2012 Europe Community Can Challenge was a resounding success.
The annual challenge, which sees a number of Rexam’s European plants work closely with their
local community to collect used cans and to raise awareness of recycling, is run over a ten week
period in countries where recycling levels could be improved. Overall, the 2012 Challenge
yielded an impressive five tonnes of cans – equating to nearly 300,000 cans or 45 tonnes of CO 2
savings.
Behind the challenge lies a simple but effective concept. At each of the participating plants, a
recycling team was appointed and responsibilities distributed amongst the group. The
responsibilities ranged from a ‘Recycling Champion’ who oversaw the activities for the whole
country, to the Plant Manager, who oversaw activities at a local level as well as the ‘Recycling
Team’ who were responsible for the day to day running and organising of the Challenge.
Rexam also committed to give £5000 to the winning plants, which they could donate to their
chosen charity.
A Winning Combination in Turkey
This year saw Rexam’s Manisa plant in Turkey win the overall weight award, with the team
collecting an impressive 1.5 tonnes of cans. This achievement was possible through a carefully
planned and executed strategy which involved a dedicated team within the plant and a close
partnership with Ecev, a local education organisation.
Having appointed the Recycling Team to run the challenge the team set about engaging with Ecev
to develop an education programme for the younger Turkish generations. Faik Onaldi, plant
manager at Manisa, commented: “We believe that recycling has to start with education, and who
better to educate than the younger generations - they will then have a full understanding for the
rest of their lives.”

The Manisa team worked with Ecev to visit a number of local schools to run seminars educating
the children on the importance of recycling, the impact it has on the wider environment and the
sustainable benefits of the beverage can. In addition to this, Rexam ran a competition with the
children to design a recycling bin for their school, with the winning design displayed for all to
see. This not only engaged the children, but also helped to spread the recycling message to
everyone within the schools.
To create a bit of healthy competition between the schools, the Manisa team also offered to take
the children from the winning school to a local nature park – something which certainly motivated
the children!
A Team Achievement
In conjunction with the local school engagement, the team at the Manisa plant also visited local
restaurants and cafes to get them on board with the recycling initiative. This proved to be a great
success, with individuals from the Rexam team collecting used cans on a weekly basis before
bringing them back to the plant to be crushed and cubed. Fitting this in around their day jobs
did pose a challenge, particularly as there is no established system for collecting the cans, and
this had to be completed in the individual’s spare time and really highlighted the team’s
commitment to and passion for the challenge.
“Winning the overall weight award would not have been possible if it wasn’t for the enthusiasm
and motivation of the plant team. Not only did they give up their own spare time to ensure the
challenge was a successful, but they got their family and friends involved which provided
invaluable support”, commented a proud Faik.
In addition to the core plant Recycling Team, a number of smaller teams, made up of people
consisting of friends, family and participating Rexam contractors, used their personal time to set
about collecting cans from open places outside the city, picnic areas and concerts, all of which
are not currently serviced by recycling schemes. The teams not only collected used cans, but
educated those at the sites in what would become of the cans and the difference recycling cans
make. One such group, named ‘Kids Can’ consisted mainly of employee’s children and was led
by Rexam employee Ismet Ekici. The children dedicated one whole day to collecting cans from
their neighbourhood – a total of 117kg of cans!

Ismet, who won an individual prize last year, handmade a costume out of recycled cans which
not only taught the children about the value of aluminium, but also attracted wider attention and
encouraged others to join the campaign. The handmade costume went on to be exhibited at a
number of events including a local fashion show and the annual Dragon Festival. As well as
competing in The Dragon Festival boat race, the team arranged for regular announcements to be
made throughout the event to encourage support for the campaign. Those that donated their
used cans during the event had their picture taken, which was then posted to them as a way of
saying thank you for their support. Ismet‘s costume was on display for the entire event and it
even won best costume!
Celebrating Team Commitment
Overcoming challenges and unwavering commitment led the Manisa team to win their award.
The plant employees celebrated together with their family and friends, as well as Rexam
contractors who had shown their support. Each person was presented with a certificate of thanks
to acknowledge their hard work and dedication.
A party was also held at Ecev’s offices at which Rexam was able to present their donation
cheque. The money, in a continuation from 2011, is going towards a campaign called ‘Cans to
the Bins, Swallows to the Roads’ which will see Ecev buy a mobile training bus. The campaign
also received coverage on TV and radio as well as in local papers.
Faik Onaldi spoke of how proud he was of his team at Manisa: “This year’s campaign is proof
that a motivated team, no matter how small, can have a big impact and get a fantastic result. It
allowed us to educate everyone in the work undertaken by Rexam, the importance of recycling
and the amazing work done by Ecev – whilst having fun at the same time, which is the most
important thing. I would like to thank everyone involved; Ecev, Rexam employees, their family
and friends, and especially the core Recycling Team who, without them, the challenge would not
have been the success it was.”

CASE STUDY
REXAM’S FUSION HELPS MIXED APE SERVE UP ‘READY-TO-ENJOY’ COCKTAILS
How much time have you spent waiting for a barman to create you a poorly mixed cocktail when
you should be enjoying a night out with your friends? Or, how often have you wished you could
have your favourite cocktail to hand at a festival or on a picnic?
Perhaps the answer lies in Mixed Ape Classic Cocktails which are “ready-to-enjoy” premixed
cocktails that come in Rexam’s 250ml FUSION aluminium bottles and are ready within a few
seconds!
Mixed Ape’s young, dynamic and trend-conscious customers can enjoy these innovative cocktails
at any social occasion - a party, a festival, a birthday event or even on a cruise.
The Beginning
When René Uerlings, founder of Mixed Ape Drinks, first had the vision to create high-quality,
ready to serve cocktails in 2006, he looked for an innovative package that not only promoted the
cocktails, but also suited the demands of modern day consumers, which is why he chose Rexam’s
FUSION bottle. Lightweight, sophisticated and convenient, and with superior graphic potential,
FUSION embodies the functionality of a can combined with the aesthetic benefits of a bottle.
The company not only wanted a package for Mixed Ape that would reflect the unique cocktail
products, but also a partner to help them on the journey of creating a brand new product,
reaching out to new markets and targeting new consumer groups.
“We are so pleased we chose to work with Rexam, a company that gives opportunities to small
brands like Mixed Ape,” said René Uerlings, who as well as being the creator of Mixed Ape is
also the CEO of a Belgian automotive company. “It was not easy coming from a completely
different industry, but it meant it we had no boundaries for our creativity. We had some
difficulties when we first started the process but Rexam was always behind us, motivating us and
helping us find a solution.”

René Uerlings explained further; “Being new to the beverage industry we made sure we
understood the market and the changing needs of our consumers. We quickly saw that the
cocktails themselves are only the starting point –the packaging needed to be more than just
functional, it needed to enhance the product inside and make the whole drinking experience
enjoyable from start to finish.”
“Ready-to-Enjoy”
Changes in consumer lifestyles means demand for packaging that not only delivers the product
they want, but makes it available to them whenever they want it and acts as an extension of their
own character. On-the-go consumption also continues to increase, with consumers wanting their
favourite drinks to be available at all occasions and events.
Mixed Ape set out to position its drinks as “ready to enjoy”, not just “ready to drink”. In order to
create a unique product that stood out from other pre-mixed drinks, Mixed Ape needed a
package that perfectly enhanced the cocktail inside, allowing it to be enjoyed from the bottle as
well as in a glass with ice.
Yannick Uerlings, Commercial Manager of Mixed Ape, explained: “Our cocktails are pre-mixed
in perfect proportions, with the consumer only having to shake the bottle briefly before drinking. It
is an ideal creation for using at clubs and events with large crowds where there is rarely time for
the creation of ambitious cocktails.”
The Perfect Product
Working together at the FUSION plant in Ejpovice, Czech Republic, Rexam and Mixed Ape
created a series of bottle designs for the eight cocktail flavours that would perfectly meet the
requirement of the “ready-to-enjoy” drinks.
“The first thing that attracted us to the FUSION bottle was the aesthetic aspects and branding
potential it offered, but Rexam quickly helped us realise that it offered us, and our consumers, so
much more,” said Yannick.
Mixed Ape chose the 250ml FUSION bottle with the resealable ROPP closure, ensuring that the
cocktails could be kept fresh and enjoyed on-the-go until the very end. The bottles are lightweight

and shatterproof, making them both safe and easy to transport and to serve at drinking occasions
such as events, festivals and in nightclubs.
As the four Mixed Ape cocktails are made using high quality, natural and fresh ingredients, the
functional aspects of the FUSION bottle, which keep the beverage inside fresh and protected from
the damaging effects of light, as well as the aesthetic, were a fundamental part of the company’s
decision.
Representing The Company’s Ideals Through Design
Mixed Ape supports wildlife charity Pro Wildlife and took inspiration from the organisation for
the ape’s face that features on the Mixed Ape logo, and across all the bottles. Rexam’s High
Definition Illustration Impact printing technology ensures that the design is clear and crisp and the
colours really stand out, giving the bottles maximum impact at the point of purchase.
“One of the key elements that drew us to the FUSION bottle was Rexam’s Illustration Impact
technology,” said René Uerlings. “A thoughtful process went into the design of our branding and
we needed a packaging that offered superior graphic capability to enhance the designs to their
full potential.”
The FUSION bottle is also 100% and infinitely recyclable, supporting Mixed Ape’s environmental
position as an active supporter of Pro Wildlife, and boosts the product’s appeal to conscientious
consumers.
The original flavours were launched in 2008 and are now available across Europe in several
countries including Austria, Germany, England, Belgium, Luxembourg, Malta and the
Netherlands. With four delicious flavours, Caipirinha, Sex on the Beach, Tequila Sunrise and
Pina Colada, Mixed Ape hopes to make the cocktails available to consumers through airport Duty
Free shops, in-flight services and convenience stores, meaning cocktail fans everywhere can enjoy
the unique Mixed Ape experience.

CASE STUDY
ALUMINIUM CANS PROVIDE THE PERFECT PACKAGING SOLUTION FOR THE OUTDOOR
LIFESTYLE OF PREMIUM PRODUCTS
SPRIZZERÒ, the Italian drink that says so much about the glamour of those who drink it, is
synonymous with the jet-set lifestyle of the rich and famous. Think of SPRIZZERÒ and you can’t
help thinking of fast cars, yachts and all that is Mediterranean – be it hot summer parties on the
Cote D’Azure or après-ski in a snow-coved chalet.
Find yourself at any event that oozes style and glamour such as celebrity charity events, open air
opera, motor racing meetings or film premieres and you are likely to find this Italian aperitif that
is produced with high-quality Italian wine, selected aromatic herbs, and natural ingredients to a
secret family recipe.
So when Paolo De Martin, grandson of Edoardo, the 1930’s Italian socialite who invented the
SPRIZZERÒ, was looking for a way to package the aperitif to suit the lifestyle of its modern-day
consumers, he looked no further than the aluminium can.
The company wanted a convenient, quality packaging that would reflect all that the Sprizzero
brand stands for and that would serve its product in the best possible way.
By teaming up with Rexam, one of the world’s leading beverage can makers, SPRIZZERÒ was
able to produce a packaging that fitted perfectly with its brand and the ease of consumption for
which it was looking.
“SPRIZZERÒ’s glamorous events and sensational performances at shows and fairs are legendary,
and it is well known for exceptional and extravagant product presentations” said Paolo de Martin
owner of SPRIZZERÒ by De Martin GmbH & Co. KG. “For example it is not unusual for the whole
of the SPRIZZERÒ-Bar to be decorated in animal-prints and with glamorous girls wearing feather
boas serving the aperitif.”

By working with Rexam, at its factory in Enzesfeld, Austria, the two companies came up with a
solution that would not only fit the sophisticated brand but that would provide an easy way to
serve, transport and store the drink, as well as being cost-effective.
Paolo de Martin continued: “The know-how of a leading global consumer packaging company
enables us to optimize our product and to meet the requirements of our customers. This is an
aperitif for all people who enjoy living and also want to show this to others. This drink is the life-
style drink for fans of the Italian way of life and who are cool and beautiful. SPRIZZERÒ is
synonymous with Mediterranean awareness of life, urbanity and eccentricity. Using the 25cl slim
aluminium can fits perfectly with this philosophy.”
Harald Moser of Rexam explained further: “As consumers’ lifestyles change, so do their needs
and drinks packaging must meet these needs. Consumers are demanding more sophisticated
packaging solutions that will give them the drink they want, when they want it and how they want
it. On-the-go consumption continues to increase and so is occasion drinking such as at outdoor
events and festivals.
“This is a core market for SPRIZZERÒ and the can fits this profile perfectly. Aluminium cans are
unbreakable, making them suitable where, glass, for example, could pose a safety issue and of
course the single serve can makes portion control much easier. With a product like SPRIZZERÒ
an aluminium can also allows the product to be served under perfect conditions as it is already
mixed in the can and is easy and quick to chill.
“The can is also well suited to premium brands such as SPRIZZERÒ and Rexam often works with
customers to create the perfect packaging solution to differentiate a premium brand from the
mainstream. By developing the right combination of size, shape and design we can help brands
like these create the unique positioning for which they are looking.”
In addition, for events and festivals practical considerations come into effect. Aluminium is light
making transport easier, cheaper and more environmentally friendly and the shape of the can
makes it easy to stack and store. Additionally, cans are 100% recyclable and can be repeatedly
recycled with no loss of quality in the metal.

As well as at any self-respecting event, the 25cl single serve can of SPRIZZERÒ was first launched
in a number of European countries and is available from retailers in Austria and Germany and in
bars and pubs throughout Italy, Austria, Germany, Belgium, England, Finland, Denmark,
Slovenia, Croatia, Romania, Cyprus, Slovakia and South Korea.
Following its success in these markets, SPRIZZERÒ became available to the UK market in August
2012, where its launch was supported by promotions and special events, including after show
parties during the Games. SPRIZZERÒ is now sold in fine restaurants, bars and some of the UK’s
top clubs.