612Brew Targets Growth with Addition of Rexam Cans
The aluminum cans feature bold, colorful graphics that highlight Minneapolis.
Looking to expand its reach and bring its beers to even more customers, 612Brew has launched three of its distinctive craft brews — SIX, Unrated Rye IPA and Gateway Park Lager — in Rexam 12oz cans.
SIX is a golden, biscuit-flavored American Pale Ale with a light hop aroma. It is named after the local bus number that runs past the original 612Brew test brewery. Unrated Rye India Pale Ale is the brewery’s most full-bodied beer with a burst of citrus hop aroma and just the right amount of spice from the rye. Gateway Park Lager is brewed with ingredients commonly used pre-prohibition over a hundred years ago including six-row barley, flaked corn and cluster hops. The beer pays homage to the Gateway District in Minneapolis.
612Brew’s cans were designed by Adam Turman, a well-known muralist and illustrator in Minnesota’s Twin Cities area. They feature bold, colorful graphics that highlight 612, the area code for Minneapolis. Turman also created a mural that adorns a 15x15 wall at the brewery’s tap room.
“Moving to cans was a logical next step for us as we look to increase our customer base and get our beers out to more consumers,” says Adit Kalra, president/co-founder, 612Brew. “Working with Rexam, we were able to bring Adam’s unique designs to life on a great looking package that is perfect for our brews. We look forward to continuing this partnership and reaching even more people with our impressive lineup.”
This is just the beginning as the brewery is working on plans to make additional beers, including many seasonals, available in cans.
612Brew added cans because they were the logical choice to grow its business based on the many inherent benefits they deliver. Aluminum cans block out all light and oxygen helping to preserve the beer’s taste and freshness longer. They are durable and portable which allows them to be distributed at more public events as well as permitted at many parks, lakes and other outdoor locations where glass is not. Cans are also lightweight, which can reduce shipping costs. And they are one of the most sustainable beverage packages in the world, as they are able to be recycled, converted to cans again and back on retail shelves within 60 days. They are also recycled at double the rate of any other package option.
Claude Marbach, sector director, Rexam BCNA, comments on 612Brew’s expansion into cans. “Our cans are the ideal packaging for craft beers as they help attract attention on store shelves, maintain beverage integrity and deliver superior recycling, filling, distribution and retail display economics that will help the brewery continue to take its brand and business to the next level.”
612Brew’s beers in cans are available at select retailers in Minnesota.