Rexam Beverage Can unveiled a prototype of its new Fusion Contour bottle at the Brau Beviale exhibition in Nuremberg, Germany this week.
Based on the company’s Drawn Wall Ironed (DWI) technology, in keeping with Rexam’s original Fusion aluminium bottle, the new bottle is shaped with a contour, yet maintains its key functional elements and graphic potential, and is said to be a “showcase” for the versatility of Rexam’s technology.
“For nearly three years, the Fusion bottle has been offering customers an exciting way to package their products,” says Rexam marketing manager new product development, Kym Hamer.
“Fusion Contour gives customers an insight of what will be available to them in the future.”
Fusion Contour will maintain the key qualities of Rexam’s original Fusion bottle: shatterproof, safe and cold to the touch, 100% and infinitely recyclable, lightweight and resealable.
It will also offer “superior graphic potential”, using Rexam’s High Definition Illustration Impact technology.
“The launch of the original Fusion bottle gave our customers an unrivalled opportunity to evolve and reinvent their brands and target new audiences,” says Hamer.
“We are seeing consumer trends constantly evolving and the Fusion Contour bottle is being developed to help our customers capitalise on these changes.”
Rexam’s sales from ongoing operations in 2011 were in the region of £4.7 billion, with more than 80 plants in 25 countries employing nearly 19,000 people.
Rexam's new Fusion Contour bottle - previewed at Brau Beviale 2012
