Rexam Wine in cans - the next big thing?

Background

We’ve worked with the UK’s largest food and drink can manufacturer for several years, designing eye-catching internal publications as well as marketing material. Recent projects include Can Market News for staff, and a banner, which now adorns the sides of Rexam lorries, plying the highways and byways of Britain, driving home the recycling message.

The Brief

Rexam are expanding their portfolio by producing cans for wine. Could we help them launch the ground-breaking idea at the London International Wine Fair in May with a brochure, packaging, exhibition stand graphics and designs for wine cans?

The Challenge…

…was to help Rexam overcome some resistance in the wine industry to consider putting wine in anything other than glass bottles.

CW's approach

Rexam has identified a major opportunity for the industry to reach a new generation of wine drinkers – young people on the move, enjoying festivals, parties on the beach, picnics, barbecues…
Our starting point was the design for the cans themselves, with imagery intended to appeal to the younger wine drinker, and to reinforce the persuasive message that, actually, cans are perfect for wine. They’re portable, convenient, easy to open, light and infinitely recyclable. Wine in a can..? Why not?
We also developed and designed a package of marketing support material, which went out to 200 wine producers ahead of the Wine Fair, inviting them to the Rexam stand.

The Outcome

The response from the industry has been extremely positive, with a large number expressing interest and accepting Rexam’s invitation. Watch this space for more news.