Beverage Industry

Artistic can

November 16, 2011
Bomb black can

Bomb Lager, a new craft beer from Bomb Beer, has launched in Rexam 12-ounce cans. Bomb Lager is committed to building a brand that embodies artistic expression and creativity, as well as easy drinking, the company says. Every production of Bomb Lager will feature a new can design developed by a local street artist. New York City’s East Village artist Billy Miller came up with the graphics for the inaugural can. Bomb Beer Co. chose to launch its beer in aluminum cans because they offer the best canvas to display the artwork that is a key part of its brand, it says. In addition, cans completely block out light, which helps beer stay fresh longer, are more widely accepted at outdoor venues and are the most sustainable choice with a recycle rate at more than double any other beverage package, it adds.