Rexam has partnered with British craft beer brand, Hobsons, to launch ‘The Hat Collection’, the brand’s first ever range of canned beers. Traditionally a cask and bottled brewer, Hobsons is moving to cans with a range that includes The Skimmer (Straw Boater), an easy, light and fruity Pale Ale, The Explorer (Pith Helmet), a bold, amber and tropical IPA and The Stove Pipe (Top Hat), a smooth, dark and malty Stout.
The new range, inspired by the symbolic coke hat, showcases the Hobsons logo with each beer named and designed around a different hat’s personality. Translated onto can by Rexam’s experts, the bold, bright designs reflect the different flavour profiles of the beers and are finished with a matt over varnish, giving a premium look and feel.
Speaking of the partnership, Reuben Crouch, Commercial Director for Hobsons Brewery, says, “We first met Rexam at a craft beer masterclass in 2015, where we were educated on the benefits of the aluminium can as a packaging format. As a global can maker, we were really impressed with the support and services they offer to smaller craft brewers like us.
“We wanted a new design that appealed to a wider contemporary audience and reflected these new beer styles. Rexam took our designs and was able to apply them to aluminium. As well as looking fantastic, the cans are infinitely recyclable, helping us in our quest to become the UK’s most sustainable brewer!”
Corina Maeting, Key Account Manager for Rexam, adds, “The craft beer sector is key for us at Rexam. We are dedicated to supporting smaller brewers to make the move to can. It’s a growing global industry and it’s fantastic to see that initiatives, such as our Craft Beer Masterclass, have value and provide a platform to engage with brands that may not have ever considered the can for their products.”
Filled by WeCan Solutions and manufactured out of Rexam’s Wakefield plants, the 30cl cans were launched in late March 2016 and are available for purchase by consumers through the on-trade and specialist retailers.