Beavertown and Ardagh create Lupuloid can

UK based Beavertown Brewery has created the design for its Lupuloid IPA with Ardagh Group.

For its new IPA, Beavertown and Ardagh has focussed closely on can design. The craft brewer is well-known for its eye-catching illustrations, however, for the debut of its signature new pale ale, it has integrated value-added solutions from Ardagh into its packaging.

Utilising the signature colourway of the on-can graphics, a bright pink shell and a striking green tab will complement the package by giving it extra impact at the point of sale.

Beavertown has channelled the craft tradition of challenging the established norm. The resulting packaging is a consequence of the need to distinguish itself from a growing crowd.

John Reed, manager, product application, Ardagh says: “With new beers entering the craft beer market every day, there’s an ideal opportunity to customise the packaging to give a product a unique edge. In integrating this signature coloured shell and tab into the design, the Lupuloid IPA can offers consumers a 360 degrees brand experience.”

The can is an optimal container for protecting the sensitive ingredients from the threat of light and oxygen. Beavertown chose Ardagh’s 33cl standard can to package this new offering.

Beavertown owner Logan Plant says: “The primary thought behind this behemoth of a beer is that for too long our American cousins have claimed the crown of superior IPAs. It’s time to bring it back.”

The brand developed the 6.7% ABV India Pale Ale Lupuloid for four years, and so Beavertown searched deeper into Ardagh’s broad product portfolio to add extra value to their packaging. Plant says: “By incorporating the pink shell and the green tab into the design, the Lupuloid can is now Beavertown all over.

To further promote the product, Beavertown has also worked with illustrator Nick Dwyer and animators from Studio Yuzu.

28 October 2016 - Sam Coyne The Drinks Report, editorial assistant