FDBusiness.com

Can maker Rexam has extended its partnership with German drinks company BLC Black Labels by packaging three new flavours of its energy drink brand, Schwarze Eule.

Using Rexam’s 250ml slim format and its value-added matte over varnish, the cans display three new eye-catching designs reflecting the premium nature of the brand.

In keeping with the brand’s original designs, each design displays colours reflecting the essence of its flavour. Against matte black backgrounds, the moringa variant features blue detailing linking it to its ingredients from the African moringa tree; and the limited edition 2016 variant, a special edition of its classic energy flavour, displays Germany’s national colours of red and yellow as a mark of support for the national football team during the 2016 European Championship.

Schwarze Eule’s sugar-free flavour maintains the original yellow detailing against a white background.

The cans, manufactured at Rexam’s plant in western Germany, are available to German consumers exclusively through retailer Coop.

Rolf Fritsch, general manager of BLC Black Labels, said: “The outcome of this project highlights Rexam’s hard work and technical accuracy and also clearly illustrates the credentials of the beverage can as a packaging format. We’re impressed with Rexam’s ability to take our need to create a design with a stand-out visual and translate this onto can.”

Rexam Germany sales manager Uwe Schmolling said: “In light of the upcoming European football championship, the can is the perfect packaging format for outdoor events. Being lightweight, shatterproof and portable makes the can an ideal format for on-the-go consumption. It was fantastic to work with BLC Black Label again to create these striking designs and we know that their consumers will love them!”

And Coop board member Rüdiger Kasch added: “Not only is Schwarze Eule highly recognisable, but it also comes with an outstanding taste. With the launch of these three new varieties, their innovative approach continues and contributes to the next chapter of this young brand’s success story.”