Aegir Bryggeri Selects Crown Cans and Ends for Craft Beer Range
07 August 2016 --- Craft beer has increased in popularity across Europe and Norway is certainly no exception. The Norwegian brewer Aegir Bryggeri (Aegir) has partnered with CROWN Bevcan Europe & Middle East, a business unit of Crown Holdings, Inc. (NYSE: CCK) (Crown) to begin canning its range of award-winning hand crafted beers, created in the company’s Viking style brewery and recognised internationally for both quality and taste.
Aegir Bryggeri decided to move from bottles to cans in recognition of the many benefits of metal packaging, also a perfect fit with the company’s ethos.
Beverage cans also offer an opportunity for the brewery to refresh and update its brand, using the 360 degree platform of the can to introduce a range of intricate concepts that will resonate with a wider audience. The stunning designs were created by Leo Griffin (leogriffin.dk) based in Denmark. Crown’s European Design Studio worked closely with Leo and Aegir to ensure the vision for each product in the range was successfully brought to life.
To further enhance the customer experience, Aegir opted for the Crown 360 End® – the world’s first full aperture end for 2-piece beverage cans. The entire lid of the can is removed, allowing the consumer’s sense of smell to engage with the contents within. The ability to experience the full aroma of craft beer is a very important part of the enjoyment process, therefore the full aperture end was the natural choice. Aegir is amongst the first craft breweries in Europe to offer this end to its customers and many more are expected to follow its lead.
Matt Twiss, Marketing & Business Development Director at Crown, commented: “We are delighted to be partnering with Aegir. The brewery clearly recognises the inherent benefits metal packaging has to offer in terms of brand promotion and also, importantly, its credentials from a sustainability perspective. Metal packaging is 100% recyclable, and unlike most other packaging materials can be infinitely recycled with no loss of physical properties – a message we continue to reinforce through the Metal Recycles Forever™ campaign.”
In Norway the culture of being outdoors is strong and the can’s portable lightweight qualities, coupled with its ability to be packed away easily when empty, will almost certainly appeal. In addition, the opportunity for the range to be made available on trains, aircraft and tax free shopping outlets will be greatly enhanced.
Speaking about the partnership, Evan W. Lewis, founder of Aegir Bryggeri said: “Cans were the obvious choice for us as they deliver on many levels - from taste and quality to portability and sustainability. Working with Crown has truly helped us to realise that potential.”
