Black embossed cans for new 8.6 Black beer

The Bavaria brewery from the Netherlands is to launch 8.6 Black, a dark version of its classic Bavaria 8.6 beer on the African market. The 50 cl cans designed with the new ‘Embossed Touch’ process are made by Ball Packaging Europe. 

8.6 Black is the latest addition to the 8.6 range from Dutch brewers Bavaria. The newcomer, a dark beer, comes in alongside Bavaria’s existing Original, Red and Gold beers. Brewed on the basis of the classic 8.6 Original with the same alcohol content of 7.9%abv, 8.6 Black reaches the shelves first in Africa and Asia, where the stout beers segment is currently seeing enormous growth.

Catering to African consumer tastes in packaging, Ball Packaging Europe has created a special can. While the 8.6 logo stands out in high-gloss gold, the remainder of the 50cl aluminum can is embossed with the can manufacturer’s Embossed Touch process for an haptic experience. “The far more pronounced embossing achieved with Embossed Touch projects the sense of masculinity characterising our target group,” explains Benjamin Kaempf, global marketing manager at Bavaria. “The design also enhances product differentiation and point-of-sale visibility.”

A black lacquered can end further underscores the beer’s premium quality. 8.6 Black targets well-off male beer drinkers aged 18 to 49 who are looking for stout beers with character. 

8.6 Black will be launched initially in Tanzania, Kenya, Mali and Burkina Faso. Thailand, Asia, Canada and the US will follow.

The market launch is to be accompanied by a mass promotion campaign and attractive design elements for brand enhancement at the point of sale. The campaign includes scratch cards with a chance to win a brand-new Mercedes Benz. Further prizes include packs of 8.6 Original and 8.6 Black.

Founded in 1680, Bavaria use all-natural ingredients. The family-owned Dutch brewery in Lieshout solely uses top-quality water, hand-selected hops and malt from its own malt house.

15 October 2013 - Felicity Murray The Drinks Report, editor