Honoring the "12th man" – local brewer launches new pale ale
Crown partners with local brewer in Washington state on football-themed packaging
A loud and raucous crowd in a football stadium can disrupt and confuse a visiting team as effectively as if the home team had a 12th man on the field. It's not surprising, therefore, that during the football season brands turn to eye-catching can designs to engage fans across the country. CROWN Beverage Packaging North America, a business unit of Crown Holdings, Inc. (Crown, crowncork.com), recently partnered with Hilliard's Beer in Washington state on a unique can design that aims to capture the attention of the local professional football team's avid followers.
Creative packaging design has long been an effective tool through which brands are able to connect with consumers by creating an association with popular sports or activities. In particular, advances in high-quality printing enable brewers to depict striking graphics and even photo realistic images of teams or players on beer cans, leading to a new range of promotional and limited edition designs that target a devoted fan base. For Crown, this has proven an effective means to help local craft breweries expand their product portfolios ahead of major sporting events.