Rexam Brau Beviale 2011 press pack

PRESS RELEASE
Rexam has ‘The Total Package’ at BRAU Beviale 2011
Rexam Beverage Can Europe and Asia will be showcasing its commitment to industry
leadership, customer partnerships and innovation at this year’s BRAU Beviale in
Nuremberg from the 9 th to 11 th of November. Rexam’s ‘Total Package’ offering will
highlight the bespoke packaging solutions Rexam provides its customers, as well as
demonstrating Rexam’s best in class approach to partnering and service that support
these solutions.
Rexam’s Total Package will focus around five key elements: Partners, Passion,
Products, Pioneers and Planet with each element representing a key component of the
service Rexam provides. Rexam is proud of its record on customer partnerships and
its commitment to supporting customers and their brands through the whole supply
chain. Rexam people are passionate and care about what they do and this is
reflected in the way Rexam works and the products it produces every day.
As one of the world’s largest beverage can manufacturers, Rexam works to ensure
that its products are amongst the best in the market. Through a wide variety of
printing techniques, sizes and closures, Rexam products ensure our customers brands
stand out from the crowd. On innovation, the Rexam team is dedicated to working
with our customers to create new and pioneering solutions such as Rexam’s multi-
award winning FUSION aluminium bottle.
Rexam believes that running its business sustainably is fundamental. Through the
development of its 12 sustainability commitments, Rexam has put sustainable thinking
at the heart of what it does through its global operations, through the role of its

products in, and their contribution to, society, as well as the wellbeing and
development of its people.
With interactive displays, a sustainability zone, research findings and case studies on
display, visitors to the Rexam stand will have number of exciting ways to learn more
about the five elements and ‘The Total Package’ offered by Rexam.
To learn more about ‘The Total Package’, please visit the stand at BRAU Beviale
2011, Hall 4A - Stand 115.
ENDS

PRESS RELEASE
Rexam showcases ‘The Total Package’ at BRAU Beviale 2011
At this year’s BRAU Beviale, Rexam Beverage Can Europe will present ‘The Total
Package’, a showcase of Rexam’s commitment to Industry Leadership, Customer &
Supplier Partnerships and Innovation.
With a large team present from across Europe, Rexam personnel will be available to
update visitors on the latest market developments for both established beverage
markets and emerging categories, such as health & beauty beverages and wine
cocktails, and the continued rollout of Rexam’s FUSION aluminium bottle, as well as
some planned additions to our extensive range of can sizes and special finishes.
Visitors to the Rexam stand will therefore have the opportunity to learn more about
the insights and services that make Rexam the leading beverage can manufacturer in
the world.
To learn more about ’The Total Package’ offered by Rexam, please visit the stand at
BRAU Beviale 2011, Hall 4A - Stand 115.
ENDS

PRESS RELEASE
Rexam’s FUSION bottle wins the Italian Packaging Oscars
Rexam, one of the world’s largest beverage can makers, has won an award for
Quality Design at the Italian Oscar dell'Imballaggio (“Oscar's Packaging Awards”)
2011 for it’s aluminium FUSION bottle.
The FUSION bottle, designed by Rexam for Canella Wine to package its Bellini
sparkling wine drink, won in the beverage category at a prestigious awards
ceremony held in Milan on the 14th April 2011. The Bellini bottle, which was created
for a New Years Eve party in St Mark’s Square, won for its unique and eye catching
design.
The Italian Oscar dell'Imballaggio awards are an annual national packaging contest
promoted by the Italian Institute of Packaging in collaboration with the Italian Institute
of Design.
Monica Mantovani, from Rexam Beverage Can Italy, expressed her delight at the
award win; “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 has been recognised
with this design award, it shows just what can be achieved with our FUSION bottles.”
Mr. Lorenzo Canella, owner of Canella, was present at the awards ceremony to see
the Bellini FUSION bottle win the award, commenting; “It was a great evening,
particularly seeing our Bellini drink win the design award. We love the way the

ottle looks, it gives our product a sophisticated look and feel, and encourages more
consumers to try our Bellini drink.”
ENDS

PRESS RELEASE
Rexam and Pure Product GmbH sweep 3 Beverage Innovation Awards
for OCÓO Beauty Drink
Rexam Beverage Can Europe and Pure Product GmbH won 3 separate awards at the
Beverage Innovation Functional Drinks Awards 2011.
Rexam and Pure Product were announced as the winner of the Best Packaging award
for Rexam’s aluminium FUSION bottle designed for the OCÓO Beauty Drink
produced by Pure Product GmbH based in Hamburg, Germany. OCÓO and Pure
Product continued the success by taking the awards for Best Functional Drinks Brand
or Business and Best Marketing Campaign.
Alex Jennings, Vice President of Sales & Marketing at Rexam Beverage Can Europe
& Asia commented on Rexam’s success at the awards; “We are really proud of the
OCÓO FUSION bottle, the design is fun and eye catching, and the qualities of the
FUSION bottle really add to the packaging design. It is fantastic that the bottle has
been recognised in not only one but three categories at the Beverage Innovation
Awards and great credit must go to the design and manufacturing teams here at
Rexam.”
Martin Speer, co-owner of Pure Product, was delighted to receive the recognition for
OCÓO; “We’ve worked hard to bring OCÓO – your Beauty Nectar to the market
and consumers love it. Rexam’s FUSION bottle is the perfect package for the product
– it’s contemporary and premium feel supports our brand and enhances the light and
refreshing experience of drinking OCÓO. We’ve enjoyed working with Rexam on
bringing this to market and it’s tremendous to get this recognition for our business and
everyone who has worked on making OCÓO such a success.”

OCÓO is a light and fruity beauty enhancing drink packaged in Rexam’s FUSION
bottles. The beauty drink, with an active ingredient complex that is proven to create
radiant skin and hair, is given a striking and trendy image by the aluminium bottle.
The FUSION bottle is a breakthrough innovation in the market and uses Drawn Wall
and Ironed technology to combine the functional elements and superior graphic
design potential that the can offers with the premium look and feel traditionally
associated with the bottle. FUSION bottles are easily chilled, 100% recyclable and
come in a variety of sizes, providing the perfect packaging for the OCÓO drink in
complimenting the lifestyle of the consumer.
Welf Jung, Business Development Director at Rexam Beverage Can Europe & Asia,
led the Sales team that worked with Pure Product; “We have a great relationship with
Pure Product. We have been working closely together to produce a packaging
option that is new and innovative and helps to give the OCÓO product a real impact
on both the shelf and with the consumer. It is great to win these awards in
recognition of a great product.”
The awards were presented at a prestigious gala evening during the 7 th Global
Beverages Summit in Washington DC at the end of March.
ENDS

PRESS RELEASE
Rexam’s FUSION bottle wins gold at The Cans of the Year awards
Rexam has won the gold award for its aluminium FUSION bottle at The Cans of the
Year awards 2011, the third industry award FUSION has received this year.
The FUSION bottle, designed for Ocóo Beauty Nectar, won gold in the ‘Bottles’
category hosted at a prestigious ceremony at the end of September in Istanbul. The
awards, sponsored by The CanMaker magazine, celebrate innovation and excellence
in the can industry, and will help to continue to raise the profile of the FUSION bottle
as a great packaging option.
Rexam’s 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. FUSION gives Rexam's customers the ability to combine the
functional elements and superior graphic design potential that the can offers with the
premium look and feel traditionally associated with a bottle to target new routes to
market. Ocóo Beauty Nectar, a light and fruity beauty enhancing drink, is currently
sold in 250ml FUSION bottles in Germany. The bottles embody the natural and
vitalising qualities of Ocóo, enhancing the brand and making it stand out from other
premium drink packages.
Paul McNaughton, Quality Manager at Rexam Beverage Can Europe & Asia, was
present at the ceremony to collect the award and expressed his delight at seeing the
FUSION bottle win; “It was great to see such a fantastic innovation like the FUSION
bottle get the recognition it deserves at the awards. The Ocoo design is striking and
really shows the attributes of the aluminium bottle well. To see it stand up and win
against a number of its competitors is a great achievement.”

Rexam also won three further awards at the event, which were:
• Silver - Rexam Mexico for Various Decorative Inks on a Beverage Can
• Bronze - Rexam Beverage Can America for Two Piece Can (Rockstar
Recovery)
• Bronze - Rexam Beverage Can America for Beverage Can Print Quality (Busch
Beer)
ENDS

PRESS RELEASE
Rexam employees recycle half a million cans in European Community
Can Challenge
Rexam Beverage Can Europe and Asia has announced the results of its Community
Can Challenge, a scheme that challenged employees from 12 of Rexam’s European
production plants across nine countries to work with their local communities to recycle
cans and raise money for local charities.
Rexam strongly supports the idea of a new life for a can after use, particularly as
beverage cans are 100% recyclable with no loss of quality and recycling a can saves
95% of the energy used in making a new can from virgin material. The Community
Can Challenge was developed to give Rexam employees a chance to become more
involved in Rexam’s wider environmental commitment and help to educate local
communities about the importance of recycling.
Tomas Sjölin, Sector Director of Rexam Beverage Can Europe and Asia, commented
on the Challenge; “Rexam is fully dedicated to its environmental responsibility and
the main aim of the challenge was to encourage can recycling and boost recycling
rates, but it has also been a great opportunity to use some healthy competition to
build a sense of community across our European teams.
“Each plant involved appointed Recycling Teams and were given guides and
materials to help them encourage both their colleagues and local communities to
participate. The Challenge was a great success and most importantly we have got the
local community to join us in being committed to recycling the can.”

Each plant team worked with a local charity to promote the Challenge, and plants
competed in a number of categories to win a share of 10,000 to give to their
chosen charity. The following plants received awards for their efforts:
• Milton Keynes (UK)- Weight Award for collecting over 2 tonnes of cans
• Manisa (Turkey) – PR Award for creating the most significant publicity
campaign
• Ejpovice (Czech Republic) & Valdemorillo (Spain) – Innovation Award for
developing strong campaigns to overcome obstacles in their countries.
• Individual employees from Milton Keynes, Manisa and Enzesfeld (Austria)
were all awarded prizes for considerable contribution to their campaigns.
Over 10 weeks Rexam employees collected over 6.5 tonnes of cans; that equates to
nearly 400,000 cans and 58 tonnes of CO 2 . The sale of collected cans has also
helped to raise around £5,000 for chosen charities in addition to the prize money
which Rexam provided.
ENDS

PRESS RELEASE
Rexam converts to aluminium and increases capacity in Egypt
Rexam, the global consumer packaging company, has converted both lines at its
Egyptian beverage can plant from steel to aluminium and increased its production
capacity in order to meet customer needs in the region.
The plant had previously produced 33cl steel cans for the Egyptian market, North
and East African and the Middle East. However, customers have shown a growing
preference for aluminium and the conversion to aluminium will help them clearly
differentiate their brands with the wider variety of finishes and graphics that
aluminium cans enable.
Rexam Egypt now has an annual capacity of around 1.7 billion cans. The strong
historic growth in the can markets supplied by the plant is set to continue during 2011
as the can takes further share of the market from other forms of packaging.
Gary Clark, Vice President Manufacturing Rexam Beverage Can Europe & Asia,
commented; “The conversion to aluminium at our Egyptian plant and the increase in
production capacity demonstrates Rexam’s continued commitment to investing to meet
our customer needs in the region. Our Engineering and Plant teams have done a
superb job in increasing the plant’s capacity to produce over 4000 cans per minute
and this will further help to cement the relationship with our key customers in the
area.”
ENDS

PRESS RELEASE
Rexam to build new beverage can plant in Finland
Rexam PLC, the global consumer packaging company, is to build a new beverage
can plant in Finland.
The plant will be located in Mantsala in south west Finland some 60km north of
Helsinki. It represents an investment of c £68m over three years and forms part of
Rexam’s current capital investment plans. When completed, it will have two lines and
a capacity of approximately 1.35bn 330ml and 500ml aluminium cans. The first line
is expected to be operational by the start of 2013 while the second line is planned
for start up in January 2014.
The Nordic market has shown good growth in recent years and Finland itself has
experienced a steady transition from glass bottles to can fillings. In the last five years,
the beverage can’s share of the pack mix for beer in Finland, for example, has grown
from just above 10% to more than 60%.
The building of the new plant will allow Rexam to serve growing customer demand in
Finland and the Baltic States in coming years, to optimise logistics and to further
enhance plant efficiency across its European beverage can network.
ENDS

PRESS RELEASE
Rexam to invest further in emerging beverage can market in India with
JV partner Hindustan Tin Works Ltd
Rexam, the global consumer packaging company, and Hindustan Tin Works Ltd, a
leading Indian can maker announces that it is building a new high speed beverage
can manufacturing line at its current site in Taloja close to Mumbai. The new line
represents a capital investment of c £30m over two years. It will initially produce 33cl
and 50cl cans and then slim cans, increasing total capacity from under 400m cans to
c 950m per year. Production startup is planned for the final quarter of 2012.
Sanjay Bhatia, Managing Director of Rexam’s joint venture partner, Hindustan Tin
Works Ltd, said; “We are pleased to work further with Rexam as a partner and this
investment reinforces our commitment for the Indian beverage can market. We share
an excellent relationship with all the leading customers in India and this capacity will
help further to grow the beverage can market and to satisfy our customers growing
demands.”
Graham Chipchase, Rexam’s Chief Executive added; “We were first in India when
we set up our joint venture with Hindustan Tin Works in 2006 and have good
knowledge of this exciting market. The investment is consistent with our emerging
market strategy. The country has enjoyed considerable growth over the last decade,
with rising incomes and a young middle class, and this trend is expected to continue.
Per capita consumption of beverages lags substantially behind the rest of the world
but the beverage packaging market is growing fast and one of the fastest growing
packages is the beverage can.”
ENDS

PRESS RELEASE
Rexam suppliers further invest in wine in cans
Rexam Beverage Can Europe has worked with one of its filling partners, DIS, to
install new equipment which allows them to fill wine in cans. This installation will
allow a smoother and more precise filling technique, and will ensure that cans filled
with wine under the Wild Pelican brand, are 100% perfect when landing on the
retailers’ shelves for consumers’ enjoyment.
DIS installed the equipment at the end of 2010, and with testing complete, the system
is now fully functional and able to fill a wide range of cans including Slim 200ml and
250ml, as well as Rexam’s 335ml Sleek cans. Installing the new machinery allows
DIS to undertake a number of filling stages to ensure a perfect product is canned,
such as filtering the wine during unloading, measuring and maintaining the mineral
and oxygen levels within the wine and preserving the product before final filling.
The decision to invest in the new equipment was a simple one for DIS, with Marco
Geurten, Chief Executive at DIS, explaining; “We see big opportunities in the market
for wine in cans, particularly amongst the younger consumers, and we believe that
our investments will allow the best level of filling quality and will ensure that the finest
quality wines reach the end consumer. It has been a pleasure working with Rexam
and Wild Pelican to bring new innovations to the wine market.”
Rexam’s latest consumer research, conducted in April this year with 1000 people
aged 18-34, certainly supports these views: 58% of those surveyed felt that wine in a
can was appealing, 55% liked the idea of wine chilling better in a can and 62% said
that it was a very convenient format. 55% of the survey agreed wine in a can was a
great idea for picnics and out of home drinking.

Wild Pelican, who are working with Rexam and DIS to continue to provide their wine
in cans, will be filling their full range with DIS, which includes wines from France,
Spain, Italy, Hungary and South Africa. The Slim 200ml and 250ml cans, which
feature Rexam’s matt varnish, will be available across Europe, China and on-board a
number of airlines.
Mr Christiaan Huisman, Managing Director of Wild Pelican, commented on the
success of the partnership; “We have been placing our wine in cans since 2008 and
believe it is a great concept, and the support we have had from Rexam and DIS has
been fantastic. The cans look very classy and it is a real comfort to know that our
wine will be filled and delivered to perfect standard.”
Rexam works with a number of suppliers across all aspects of the beverage industry,
with wine in cans being no exception. Matthijs Jansen, Sales Director for Benelux
and France at Rexam Beverage Can, added; “It has been great working with two
business partners who are open minded and enthusiastic about innovations within the
wine industry. Working as a team we can provide the wine consumer with a great
packaging alternative which not only is convenient, but is fresh and exciting and suits
their lifestyle needs.”
ENDS

PRESS RELEASE
Rexam takes step into the craft beer market with Bad Attitude Beer
Rexam Beverage Can has been chosen by Swiss micro-brewery Birrificio Ticinese to
repackage their Bad Attitude craft beer and enhance their unique design, allowing
Rexam to become one of the few can manufacturers to produce packaging for
European craft beers.
Bad Attitude craft beer is the main brand of family owned Birrificio Ticinese, and was
the first ever craft beer to be sold in cans in Europe.
Birrificio Ticinese can also boast being at the moment the only craft beer Company in
the world to produce a craft beer that is non-pasteurized and non-cold-filtered, while
having, at the same time, a shelf-life of 1 year.
Aimed at the Swiss and Italian markets, Bad Attitude targets young and
unconventional consumers who are willing to try a new brand of beer which is
different to more mainstream brands.
Following a small initial production run, Rexam worked with Birrificio Ticinese to
ensure a design that enhances the brand using Rexam’s advanced printing
techniques. The new 33cl cans, produced at Rexam’s Nogara Plant in Italy and
available from autumn 2011, use Rexam’s bright white basecoat with Birrificio
Ticinese’s artistic decoration over the top to make an eye catching and intriguing
design.
The launch of the new can will be supported by a local advertising van which will tour
the Italian towns of Milan, Bologna and Rome to promote the craft beer at bars, clubs
and a number of other locations, where the beer has been traditionally served in

glass bottles. The advertising campaign will help to highlight both the environmental
credentials and practicality aspects of the aluminium can as a beverage package.
Commenting on the design to repackage Bad Attitude beer in Rexam cans, Lorenzo
Bottoni, General Manager at Birrificio Ticinese said; “Using Rexam’s printing process
has really enhanced the visual impact of the design and the unconventional message
of the brand. It will look great on the shelf, drawing consumers’ attention and
arousing their curiosity.”
Monica Mantovani, Sales Manager at Rexam Italia, added; “It has been very
interesting working with a local micro brewery like Birrificio Ticinese and it was great
to help to create a unique can for such a unique product.”
ENDS

PRESS RELEASE
Hassia chooses Rexam’s FUSION bottle for its new beautywater Q10
One of Germany’s biggest mineral water providers, Hassia Mineralquellen, has
chosen Rexam’s innovative FUSION bottle for the launch of its newly developed
beautywater Q10.
Beautywater Q10 is a refreshing beauty drink containing vitamin E and a hint of
grapefruit, which helps to make the consumer beautiful on the inside and their skin to
look better on the outside. The resealable 25cl aluminium bottles perfectly support
the image of the new beauty drink whilst protecting the contents from the damaging
effects of both light and oxygen.
Commenting on the decision to package the new beauty drink in FUSION bottles,
Ullrich Schweitzer, CEO of Marketing at Hassia-Group stated; “Rexam’s FUSION
bottles are the best possible packaging for beautywater Q10. The beautiful feminine
shape and size of the bottle fits perfectly with the concept and positioning of
beautywater Q10. The resealable closure of the bottles is also of paramount
importance to us as well as the bottle’s ability to protect the light-sensitive coenzyme
Q10 in the best possible way.”
Welf Jung, Business Development Director, at Rexam Beverage Can Europe
commented; “The FUSION bottles look great and really enhance the drinking
experience for beatywater Q10 consumers. It has been great working with Hassia
and helping to bring beautywater Q10 to market with a packaging option that will
really help it stand out from the crowd - the bottles look beautiful, and so will the
consumer after enjoying the chilled drink inside.”

Rexam’s FUSION bottles are 100% aluminium and combine the shape of a bottle
with all the advantages of the beverage can. The FUSION bottle adds exceptional
value to any premium products, with bottle size, graphics and lacquers being tailored
to the requirements of individual brands, helping them to really stand out from the
crowd. FUSION is available in either ROPP reclosable or crown closure options. As
well as being light weight and unbreakable, the FUSION bottle is 100% recyclable
and infinitely so with no loss of quality.
ENDS

PRESS RELEASE
Rexam creates Polar Bear tab to take Arctic Beer to the next level
Norwegian beverage company Mack, the northernmost brewery in the world, has
chosen Rexam Beverage Can Europe to create a unique polar bear cut-out tab for its
newly designed Arctic Beer series.
Rexam worked closely with Mack to create a new can design that has a strong
appeal to young urban males aged between 18-35, in particular positioning the
series as a beer for the tough and adventurous. The can was produced at Rexam’s
Plant in Fosie, Sweden whilst the unique tab at Rexam’s End Plant in Recklinghausen,
Germany.
Following the addition of two new beers to the Arctic series, Arctic Ice and Arctic Lite,
Mack commissioned a new design that could be carried across each product in the
range. The new design is a slick and simple update of the original Arctic Beer can,
maintaining the original characteristics and ensuring recognition. The new twist is the
use of Rexam’s coloured cut-out tab as a subtle but effective way to take their
branding to the next level. Mack chose the polar bear as a symbol to reflect the
products positioning and reinforce the masculine image in order to appeal to the
target audience
Commenting on the decision to add a cut-out tab to the new cans, Eva Johnsen,
Manager of Planning & Purchasing at Mack, said; “We wanted the whole redesign to
tie the beer to its Arctic roots, without being too obvious. The polar bear epitomises
the image of the Arctic and its unique, harsh environment. The tab is as subtle
addition but key to underlining our message that if you are tough enough to conquer
the Arctic you are tough enough to enjoy Arctic Beer.”

Christian Nilsson, Sales Manager for the Nordic region at Rexam Beverage Can
commented; “This is a great example of a simple idea adding value to a product. The
Arctic Beer can is sleek and fresh, which perfectly represents the beer inside, whilst
the polar-bear tab takes it a step further. Not only does it represent the brand, but
helps to make Arctic Beer stand out from its competitors. It is great to see something
so simple and fun having such a big impact.”
The redesigned Arctic Beer went on sale earlier this year in Norway. Mack does not
currently export the beer but the design has been adapted to suit EU guidelines for
possible future opportunities.
ENDS

PRESS RELEASE
Rexam adds a sparkle to new Pepsi product
Rexam Beverage Can has teamed up with Pepsico Beverages Turkey to design a can
for Pepsi Istanbul, a limited edition lemon and mint twist on the classic drink.
The 33cl cans, produced at Rexam’s Manisa Plant in Turkey, were designed by Hülya
Avsar, one of country’s most famous celebrities and spokesperson for local Pepsi
Campaigns. Rexam worked closely with Pepsi to produce the sparkling varnish
technique, which is available for the first time in Europe on these limited edition cans.
The effect of the varnish compliments the packaging’s design, a night scene of a city
skyline with twinkling lights and stars, making it eye-catching and ensuring maximum
differentiation from other products on the shelf.
The promotional Pepsi Istanbul cans, and flavour, are a seasonal product for summer
2011.
“With Pepsi Istanbul only being available for the summer, it is crucial for us to have a
distinctive and eye catching design for the cans so that all Pepsi fans will see it and
want to try the new flavour,” Gözde Kütük, Pepsi Assistant Brand Manager,
explained. She continued, “The shimmering effect maximises the association with
superstar Hülya Avsar, giving the cans a strong on-shelf impact and making it a
unique and special experience for consumers.”
Nazey Erdilek, from Rexam Beverage Can Turkey, commented on Rexam’s
relationship with Pepsi; “We have a long standing relationship with Pepsi supporting
them with their regular orders whilst additionally helping to launch new and
promotional products. We were very pleased to be able to take the idea of using the
Sparkling Varnish to Pepsi and to see how great the finished cans look.”

Pepsi Istanbul will be sold exclusively in Migros Group supermarkets in Turkey.
ENDS

PRESS RELEASE
Rexam and Accolade Wines spritz the single serve UK wine market
Rexam Beverage Can and Accolade Wines rising star, Echo Falls, have teamed up to
introduce the Echo Falls Spritz range. This is the first pre-mixed can launched by
Accolade Wines, and is considered an innovative step into a sector dominated by
spirit based drinks.
Available in White Zinfandel Rosé and Pinot Grigio, Echo Falls Spritz is a refreshing
blend of fine wine and sparkling water. Available in both single serve 250ml cans
and multipacks, the can’s light weight qualities open up an exciting new market
sector, in particular for the on-the-go consumer market. Aimed at female consumers,
Echo Falls Spritz contains one unit of alcohol (4% alc. by volume) and only 120
calories giving consumers a refreshingly light alternative to what is currently available
whilst also being great tasting and in a convenient format.
Clare Griffiths, European Marketing Director for Accolade Wines commented on the
launch and reception of the cans within the industry; “In our consumer research taste
tests, Echo Falls Spritz in a can performs extremely well and consumers tell us they
prefer the light, refreshing taste of Echo Falls Spritz compared to pre-mixed canned
spirits . With this positive consumer feedback, we look forward to seeing Echo Falls
Spritz in a can succeed across all retail channels.”
Rexam has pioneered the concept of wine in cans, and has supported a number of
brands in bringing the concept to life. In April an independent piece of research 2 was
commissioned to better understand consumers reactions to wine in cans. The findings
Echo Falls White Zinfandel Spritz outperformed Smirnoff Cranberry & Vodka & Pimms premixed cans
in blind taste tests (Accolade wines Product Perceptions research July 2011).
T-Poll survey of 1000 men and women in UK & Italy between 18-34 (April 2011)

showed that 65% of female respondents thought that wine in a can was appealing,
whilst 62% of all respondents agreed that wine in a can would be a very convenient
format.
Gary Aslam, European Customer Services & Regional Sales Director, has worked
closely with Accolade Wines to support their ambition to bring innovation to the wine
category; “It is fantastic to see the final cans – they will really serve the needs of the
on-the-go wine consumer. This consumer is looking for a product that fits with their
busy lifestyle, so the convenience of the can is a perfect match and makes this is an
exciting launch for the wine industry.”
ENDS

CASE STUDY
The first beautiful bottle in Germany
The beverage market is more diverse than ever before, with sports, energy, beauty
and wellness drinks on the rise as consumers demand new beverage choices.
Without question, to be successful in this competitive market, a company needs good
products, innovative ideas, stamina and the appropriate packaging format – the
impact that the right packaging format can have is undeniable.
An Easy Decision
Oliver Strunck, CEO of Hamburg’s Nutribeau corporation, knows just how important
packaging is to the success of a product and with Nutribeau having the opportunity to
be the first company in Germany to launch a drink in Rexam‘s aluminium FUSION
bottle, the decision was an easy one. “The correct packaging not only creates a
unique look for the brand, but it also provides the opportunity to be successful as a
start-up business, something which is especially important when introducing a special
beverage concept to the market,” says Oliver; “For this reason Rexam was the
perfect partner and FUSION the perfect packaging for our new drink.”
Oliver Strunck first met Rexam and its new aluminium bottle by chance at BRAU
Beviale in 2007 where FUSION was being showcased as a prototype. Contact
between Nutribeau and Rexam continued throughout 2008, until later in the year
when Oliver met with Rexam at their head office in the UK. Oliver was instantly
taken with FUSION, loving the look, feel and unique qualities of the bottle, and chose
it for his new beauty drink “BeauQ”.
Production begins
From early 2008 the first FUSION bottles began to leave the assembly line of
Rexam’s research and development centre in the UK to be tested and trialed in a

factory setting. Adapting the existing equipment, installing the ‘necker’ machine and
perfecting the production process took a little over a year, and in April 2010 the
world’s first 25cl FUSION bottle for BeauQ was produced at Rexam’s Ejpovice plant
in the Czech Republic. Shortly after the production filling started in Milan.
The FUSION bottles use the same drawn-wall-ironed (DWI) technology as standard
beverage cans, and indeed the bottle resembles a can before going through a
complex three step necking process which has 43 different stages. Currently Rexam
produces 60 million aluminium bottles annually from its Ejpovice plant, but maximum
capacity at the plant has not yet been reached.
Welf Jung, Business Development Director at Rexam Beverage Can Europe and Asia,
commented on the FUSION production process; “The start of FUSION’s serial
production was a technological breakthrough – and a milestone in our company’s
history. We see ourselves as pioneers in the packaging industry and we feel that the
FUSION bottles show just what can be achieved with dedication and determination.
It is a great product and one which has most certainly been worth the investment.”
Product design
The BeauQ bottles look great, with some elements of the bottle remaining unprinted,
allowing the cool aluminium underneath to show through. Claus Koch, a designer
from Hamburg, was responsible for the graphic layout and creating a premium
appearance for the bottles.
Launch to market
The soft launch of BeauQ started immediately after the first filling in May 2010 with
the product being gradually rolled out into exclusive distribution channels such as
perfumeries, lifestyle pharmacies and spa hotels as well as beauty, fashion and
concept salons. In September 2010 the official launch of BeauQ took place in
Hamburg’s Alsterhaus.

Beauty from within
The product inside Germany’s first FUSION bottle is as exclusive as the packaging
itself. BeauQ is a beauty drink based on fruit nectar which combines nutrition and
health to help support beautiful skin from within.
“Only skin which is protected and sufficiently supported with micronutrients from
within is healthy and radiates beauty as well as health” says Oliver Strunck. “With
the help of antioxidants, extracts of green and white tea and coenzyme Q10 BeauQ
defends the consumer’s skin from free radicals to maintain health and beauty.”
Awarded packaging
The packaging industry has been interested and excited by the FUSION bottle, and
the possibilities it brings, since its initial launch in 2007. At the end of September
2010 Nutribeau’s BeauQ FUSION bottle created by Rexam won the German
Packaging Award in the Sales Packaging category. The judges praised the design
and style of the bottle, as well as the impressive drinking experience it provided to
consumers. The sustainable credentials of the bottle were another winning factor for
the judges, with the FUSION bottles weighing only half that of a comparable
extruded metal bottle. In addition, the light weight packaging saves on transport
costs, with each FUSION pallet carrying 25 percent more goods compared to glass
bottles, which in turn means less journeys and reduced CO2-emissions.
At the ceremony in Nuremberg Welf Jung received the award together with his
customer Oliver Strunck. “We were delighted to win the award” said Welf Jung.
“And it was a great privilege to receive acknowledgement from such an experienced
judging panel. FUSION is an innovative packaging format and the consumer drinking
experience is something very special. We know that the FUSION bottle will attract
and fascinate both consumers and producers alike in the years to come.”

CASE STUDY
Rexam takes on the challenge to recycle...and wins!
Rexam is undeniably passionate about the can. It’s efficient, it’s versatile and it’s
recyclable. In fact it is 100% infinitely recyclable and the most recycled drinks pack
in the world. This could not happen, however, without the understanding and co-
operation of consumers who are ultimately responsible for recycling each can they
consume. The message is clear – recycle cans – but how to deliver and educate
consumers with this message is a challenge, and one which Rexam is wholeheartedly
committed to.
The Mission
With the best geographical footprint of plants throughout Europe, Rexam is well
placed to immerse itself into the local communities in which it operates, and this is just
what Rexam tasked its plants to do through the creation of ‘The Community Can
Challenge’. The scheme challenged employees from 12 of Rexam’s European plants
across nine countries to collect as many empty cans as possible over a period of 10
weeks through engagement with the local community, but how they chose to do so
was entirely up to the plant and its employees!
Down to business
At each of the 12 plants a recycling team was appointed, with responsibilities ranging
from a ‘Recycling Champion’ who oversaw the activities for the whole country, to the
Plant Manager, who oversaw activities at a local level and the ‘Recycling Team’ who
were responsible for the day to day running and organising of the Challenge. Each
plant also appointed a local recycling partner to work with to collect the cans. This
relationship was critical to the challenge as they were not only the central hub for the
community recycling, but they could process and count the cans as the challenge

progressed. It was also vital to ensure that the local recycling company was in
support of the challenge, and able to reinforce Rexam’s recycling message.
To promote a bit of healthy competition between the plants and the international
communities, the Challenge was run as a competition with the most successful plants
receiving a share of £10,000 for a charity of their choice. Each plant was, therefore,
asked to choose a local charity partner to work with on the challenge. The teams
worked with the charities to engage with the local community and encourage them to
support the challenge, and to win the prize money.
And the winner is...
The Community Can Challenge was a great success. Over the 10 weeks Rexam
employees jointly collected over 6.5 tonnes of cans, equating to nearly 400,000 cans
and 58 tonnes of CO2 – a fantastic achievement for all 12 plants and their local
communities. Through local engagement activities around £5000 was raised in
addition to the charity prize money of £10,000.
The Milton Keynes plant in the UK won the Weight Award for collecting over 2
tonnes of cans and Cathy Ashby-Clarke, who led the plant’s campaign, won an
individual award for her outstanding contribution to the cause.
‘We took up the challenge on behalf of Millie, a local seven year old girl whose
family is trying to raise £200,000 to pay for her to have life saving treatment,” said
Cathy. “We signed up six primary schools to promote the Challenge and to act as
drop off points. Each school had a skip to collect the cans and we had another
outside the plant. The Rexam van also made local collections every Friday.
“We ran an extensive poster and flyer campaign, the local Freecycle network
promoted the Challenge to its 13,000 members, we had a dedicated Facebook page
with over 200 friends and we achieved coverage in the local paper. It was great to
get involved with the community and encourage them to participate in a challenge

that would not only change the life of a young girl, but help to change their recycling
behaviour for the better.”
Rexam’s Manisa plant in Turkey won the PR Award for creating the most significant
publicity campaign, whilst the Czech plant in Ejpovice and the Spanish plant in
Valdemorillo shared the Innovation Award for developing strong campaigns to
overcome local obstacles in their countries.
As well as recycling a huge amount of cans, the Challenge succeeded in bringing
together both local and international communities.
“We celebrated the end of the Challenge with a recycling fiesta, featuring a giant
paella, face painting, bouncy castles and a recycling quiz,” said Noella Castano who
co-ordinated the Challenge in Valdemorillo. “More than 1,000 people attended and
the event was staffed by Rexam volunteers. Our Community Can Challenge team are
now currently working with Rexam’s Mont plant with the aim of linking French,
English and Spanish schools in a recycling initiative.”
Matthew Rowland-Jones, Recycling and Environmental Affairs Manager, was full of
praise for the plants that participated in the challenge; “Each plant embraced the
challenge we set for them, and worked hard to make it a success for all involved. It
gave Rexam employees a chance to work together on a fun and worthwhile activity
and strong relationships were formed amongst the teams, but it also enabled each
plant to build its reputation in its local community. This reputation will allow the plants
to reinforce the recycling message, and help to change the behaviour of consumers
for the better. But above all it was a fun and interactive way to bring people together
for important local causes.”

CASE STUDY
Individuality and lifestyle
Sustainable brand identity
Beverage packaging is no longer just a simple drinks container. With such differing
groups of consumers, all who have their own interests and demands, packaging must
adapt and grow to support these needs. Rexam, one of the leading beverage can
makers in the world, works diligently to understand these consumers and provides
brands with a packaging solution that perfectly fulfils their particular consumer’s
needs.
Stylish and sustainable
Based on consumer findings, Rexam created a new packaging format, the aluminium
FUSION bottle. FUSION is a combination of beverage can and bottle, and blends
the advantages of both; being lightweight, shatterproof and very versatile. The bottles
come in a range of sizes and closure choices ROPP, crown or Maxi-P are all
available. As the bottles are entirely made from aluminium, including the closures,
the whole bottle is 100% recyclable so brands can choose the best packaging for
their product
Environmental issues have always played an integral part in the development process
of the FUSION bottle. Welf Jung, Business Development Director Rexam Europe and
Asia, commented on this process: “We have worked hard to ensure that the weight of
the bottle is both economical and ecological, which is why we chose to mirror the
production of the can and use the drawn wall ironed (DWI) technique. By doing so
we could combine maximum stability with minimum weight.”

Using the potential
A start-up company from Germany was one of the first who successfully identified
FUSION’s potential. Pure Product GmbH, based in Hamburg, chose FUSION for its
beauty drink OCÓO, a functional drink which brings together flavour, functionality
and lifestyle. Martin Speer, manager of Pure Product commented that, “OCÓO is
more than a beverage. It is drinkable lifestyle. To develop a coherent and
harmonious brand image, it’s important that all parts fit together like a puzzle. You
not only need an emotive brand story and a unique flavour, but also good looking
packaging and an extraordinary drinking experience. For this reason packaging
plays an important role in our conception. FUSION’s premium character suits OCÓO
perfectly, creating added value through its visual and tactile properties. Moreover
FUSION offers protection to our sensitive ingredients, it is resealable and 100%
recyclable – an important point, as sustainability is an inherent part of our business
philosophy.”
Beauty all over
OCÓO’s brand positioning encapsulates the idea of an everlasting desire for beauty.
Rexam’s upmarket aluminium bottle contains a beauty drink which has the power of
antioxidant ingredients to keep the skin healthy and beautiful from within. Leading
nutrition and dermatology experts were consulted throughout the development of the
beverage to ensure the safety of the agents’ ingredients.
The OCÓO FUSION bottle is a representation of the functional properties of the drink
inside. The product’s name is actually part of the word cocoon, an item inside which
the transformation of a butterfly takes place. The bottle design reflects this belief -
creating beauty on the inside will help to establish beauty on the outside. “Nature
itself was the role-model for our brand imagery,” tells Kai Rebhan, Marketing Officer
at Pure Product. “OCÓO gives people the opportunity to unleash their skins beauty
and to represent this process, and to make it emotional and memorable we have
chosen a butterfly emerging from cocoon. This motif is easy to understand all over the
world.”

Brand loyalty
The brand development behind OCÓO is based on the findings of neuro-marketing
research which aims to decipher the emotional processes behind purchasing
decisions. The research shows that emotions not only affect our decisions, but the
more a product is connected to a consumer’s personal experience then the more
appealing it is to them. This emotional response to a product helps to secure the
brand in the consumer’s memory, which in turn strengthens brand loyalty.
Several international awards confirm OCÓO’s successful brand appearance. After
the bottle was awarded with the red dot design award in 2010, three awards
followed at the Beverage Innovation Functional Drinks Awards in 2011, with OCÓO
claiming “Best Packaging”, “Best Functional Drink Brand or Business” and “Best
Marketing Campaign”. OCÓO also won Gold at The Cans of the Year Awards
2011, sponsored by The Canmaker Magazine, in the ‘Bottles’ category. The success
looks set to continue, with OCÓO being nominated for the German Design Award
2012, which is to be presented by the German Federal Ministry of Economy and
Technology.
Collective realisation
In order to achieve the best results Pure Product worked closely with Rexam. Welf
Jung commented on the process: “Pure Product didn’t make any compromises in the
bottle’s design and prepared every single detail meticulously. The end result is very
impressive: filigree elements, delicate water drops and unprinted parts showing the
natural aluminium come together to create a sophisticated design.”
Product, packaging, design – the whole brand identity for OCÓO has been
developed to appeal to all consumers across the world and indeed the company’s
target is clear: “There is a thirst for beauty everywhere,” says Martin Speer. “We
believe in the international success of OCÓO and Rexam is a fantastic partner to
work with to reach our goal. Together we are forward-thinking, product orientated

and focused on our needs. Moreover the international network and long-time
experience of Rexam are the best basis for the worldwide commercialisation of
OCÓO.”

CASE STUDY
Pepsi Sparkle
Accolade Wines – Echo Falls
Bad Attitude
Bellini
Case Studies coming soon...
For more information on any of these case studies please contact Isabel Soper on
+ 44 (0)20 7593 4000 or isabel.soper@madano.com

2011
A Short History of the Beverage Can
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
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.
Flat-topped beer cans appear in Britain.
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 has no end life – cans can be recycled into new cans infinitely.

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 2010 were in the region of £4.9 billion.
We have over 70 plants in 25 countries and employ around19,000 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 a number of markets, including:
• Beverage
• Beauty
• Pharmaceutical
• Food
For the beverages market we manufacture more than 60 billion cans each year giving
us a global market share of 24%. In Europe we are the largest beverage can
manufacturer. For the personal care market, we make cases for lipsticks and mascara;
compacts; dispensing solutions for perfumes, lotions and foams; closures for
fragrances; and samplers for perfume and lotion.
We also produce injection moulded components for personal care and household
goods.
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 Plastic Packaging. In
all, we have over 70 manufacturing facilities in 25 countries in Europe, North and
South America and the Asia-Pacific rim.
80% of our sales come from Beverage Packaging.
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 £4.9 billion (2010)
• Over 70 plants in 25 countries
• Employ 19,000 people
• Member of the FTSE 100
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