Craft beer in France? Surely you mean wine? It’s official. Craft beer in France is taking off. According to a recent Euromonitor report, beer was the most dynamic category in the country in 2016, and this is set to continue as French consumers increasingly seek a wider selection of beers from around the world.

As a result, enterprising retailers have taken up the challenge of meeting this demand. One example is Neodif, a French beverage retailer based near Nantes that specializes in foreign beer distribution. The owner developed a relationship with American brewer Noble Rey (Dallas, Texas) and ultimately signed an exclusive agreement with rights to produce, fill and sell the brand’s beers in France and potentially other locations in Europe.

After deciding to package the beers in cans, Neodif partnered with Brasserie Duyck and Crown Bevcan Europe & Middle East to develop stand out designs that would appeal to consumers on-shelf and provide true differentiation from the competition. The finished product, named ‘Sex in a Can,’ features a fiery redheaded, mermaid-inspired figure blowing a kiss to potential consumers from a contrasting aquamarine-colored background.

“The team at Crown’s Leicester studio were highly professional throughout the design process and really opened our eyes about what can be achieved using metal packaging. It was an enlightening experience that will enable us explore new looks and finishes going forward as we bring craft beer to the people of France," said Gildas Hays, Managing Director at Neodif.