Igniting a UK craft beer trend in cans

The Can Makers

Challenge
The Can Makers, the UK trade body for the manufacture of beverage cans, tasked us with changing perceptions of the drinks can from mass to modern, generating fresh demand, and attracting new, lower volume drinks producers to market.

Results
Winner – PRCA Best B2B Campaign 2015 and The Grocer Best Trade Campaign 2015
Focusing on craft beer as the UK drinks sector most ready for innovation, we successfully increased the number of UK independent beers in cans from 4 to 45 within 12 months. Launching the world’s first Indie Beer Can Festival, our competition attracted 108 entries from independent brewers across the UK and Eire, and secured 66 pieces of coverage (51.5m OTS) including the Guardian, BBC Online, The Telegraph and The Times.
The business impact: We made cans cool. More than 50% of competition finalists not already in can are now planning production level runs. In response to a record 5x increase in enquiries, three new UK independent canning lines were opened – with more to follow.

How
A competition offering independent craft brewers a unique opportunity to trial their beer and branding in cans was the key driver behind our launch of the Indie Beer Can Festival. The competition and event, held in London’s Shoreditch, enabled The Can Makers to reach out directly to the target audience and dramatically change perceptions.
Our competition website was launched to entice entrants to explore the creative, functional and eco benefits of cans, whilst our negotiation of a free partnership with SIBA, the authority in independent brewing, provided branding and support to all campaign activities. 100+ key influencers attended the final of the Festival.