Bomb Lager uses local artist drawings to decorate its cans.

Bomb Beer Company has launched Bomb Lager, a new craft beer sold in 12-ounce cans fromRexam.

Bomb Lager is committed to building a brand that embodies artistic expression and creativity, as well as easy drinking. Every production of Bomb Lager will feature a new can design developed by a local street artist. East Village artistBilly Millercame up with the unique graphics for the inaugural can.

"We are excited to offer consumers a craft beer for the masses. Bomb Lager is a beer with a subtle complexity that is inviting, rewarding and a perfect fit for everyone's table," says Pat Carney, partner, Bomb Beer Company. "Along with creating a quality product, Bomb Lager is about artistic expression, so we wanted a package that people would want to see and be seen drinking. In fact we placed our recently updated recipe in Billy's ‘Black Can’ design, which is as refined and exciting as the beer within it. Our Rexam cans are the perfect canvas, and we look forward to utilizing our partnership with them to build our brand and our business."

Bomb Beer Company chose to launch their beer in aluminum cans because they offer the best canvas to display the artwork. In addition, cans completely block out light to help beer stay fresh longer, are more widely accepted at outdoor venues and are the best environmental and sustainability choice with a recycle rate more than double any other beverage package.

Bomb Lager is currently available in select retail locations in New York State, with plans to expand distribution throughout the year.