The cans benefit from Rexam’s value added thermochromic inks and matt over varnish. The thermochromic inks change colour when the beverage reaches the ideal temperature for consumption. Whilst the matt over varnish adds a soft finish, reinforcing Birell’s premium brand positioning.
Commenting on the partnership with Rexam, Petr Kouble, Brand Manager of Birell says, “Product differentiation is key for Birell and we knew we could rely on our established relationship with Rexam to deliver. We worked together to develop a creative range of new designs that will stand out in a competitive market place and that our customers will love.”
The 500ml cans, produced out of the Rexam’s Enzesfeld plant in Austria, will be on shelf, in Czech Republic, in spring 2015 with Birell targeting adults with an active lifestyle.