R E S P O N D I N GT O G L O B A L

T R E N D S

O UR AMBITION:

EVERY CAN RECYCLED

S U P P O RT I N GO U R

C U S T O M E R S ’A M B I T I O N S

F L E X I B L EA N D

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PAGE 3 PAGE 9

In this issue...In conversation: Iain Percival and Ana Neale

Open for business: our new graphics studio

Brewing up success: focus on craft beer

LET'S GROW TOGETHER LIsTeNING. uNDeRsTANDING. DIFFeReNTIATING.

SEE YOU AT BRAu BeVIALe2014!

PAGE 8

World Beverage Innovation Awards

For the second year running, Rexam is headline sponsor of FoodBev Media’s prestigious World Beverage Innovation Awards.

Rexam Director of Technology Lisa Carroll said: “Rexam is proud to support the World Beverage Innovation Awards again. Just as the Awards

put innovation at the heart of the industry, we place innovation at the heart of our business. We endeavour to constantly push the boundaries and continually develop our products, service and processes to give our customers a competitive edge. It’s great to be involved once again and we look forward to seeing this year’s entries from across the world.”

The winners will be announced during Brau Beviale 2014.

Rexam’s stand is located at

Hall 4A –stand 115 we look forward to seeing you there.

R E S P O N D I N GT O G L O B A L

T R E N D S

O UR AMBITION:

EVERY CAN RECYCLED

S U P P O RT I N GO U R

C U S T O M E R S ’A M B I T I O N S

F L E X I B L EA N D

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Rexam at Brau Beviale 2014 This year we’re highlighting our collaboration with customers and commitment to innovation and sustainable working. Rexam’s range of beverage cans and special finishes – the largest in the industry – together with its award winning FusION® bottles will be on display at this year’s event. We’ll be sharing our latest innovation: the patent pending editions™ technology that enables 8-24 variants of the same label to be produced simultaneously on a single pallet. We’ll also be showcasing the next generation of this technology, super Premium editions™, which offers high definition printing of detailed images.

Highlighting our dedication to sustainability, a unique infographic (see page 6) will be incorporated into the Rexam stand, showing cans as part of a thriving circular economy. The infographic highlights the three key stages within this economy: manufacturing, consumption and recycling – and brings to life the unique and infinite recycling potential of metal.

“ Brau is a great opportunity for us to showcase our wide range of beverage cans and value-added finishes which offer stand-out on shelf, whilst also listening to our customers and understanding their future needs and challenges”

Iain Percival, european sector Director, Rexam

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Showcasing Rexam at Brau Beviale

IP: At Brau Beviale you feel the heartbeat of the industry – and there’s a very positive message embedded in Rexam’s theme for this year’s show: ‘Let's Grow Together’. We should be proud of the fact that we’re in one of the few industries that continues to deliver good growth. A typical growth rate of between three and five per cent in any one year – in a market of some 60 billion drinks cans – is phenomenal. This is good news, both for our customers and for the industry as a whole. We can help our customers grab a share of this growth in the can, and that starts with a conversation…

AN: …which is why our theme also highlights Rexam’s drive to engage in an ongoing, constructive dialogue with our customers. That means we’re listening to them, understanding exactly what they need and sharing our own knowledge of the markets and where they’re heading. This kind of exchange can lead to both Rexam and our customers doing something new; whether that’s in terms of product differentiation, value added or something else.

european sector Director Iain Percival and Marketing & strategic Planning Director Ana Neale look ahead to this year’s show.

IP: so we’ll be looking to have those conversations with visitors to our stand: about what drives their business, where they’re looking to expand, how they plan to keep their brand fresh and how can we help them deliver their ambitions. Rexam’s Key Account management structure is crucial to this, because it translates those customer needs to the rest of our organisation – functions such as engineering, technology, operations and customer fulfilment – to make sure we deliver on our commitments.

AN: We’re also well aware that some market segments require a slightly different approach – especially when it comes to working with individual companies. For example, you can’t take a ‘multinational’ approach to a customer who’s just beginning to develop a local market. so alongside that dedicated Key Account resource, we’ve got a strengthened marketing team, with specialists dedicated to categories such as alcoholic beverages or carbonated soft drinks – and they’ll be at Brau too.

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“ We’re listening to our customers, understanding what they need and sharing our knowledge of the markets.”

Ana Neale, Marketing & strategic Planning Director, Rexam europe

Showcasing Rexam at Brau Beviale continued

IP: We’ll also be talking about our brand new graphics studio and proofing press facility at Luton. It’s been designed around the customer, and has had a great reaction from everyone who’s seen it.

AN: And that’s another way in which we’re demonstrating just how easy it is to do business with Rexam. We’re structured to ensure that customers can talk to the right people at the right time, which means we can quickly turn their ideas into reality and speed them to market.

IP: It’s also a great example of our flexibility of service; something I’m particularly proud of, because not everyone can provide that. We’re already known as a maker of great quality products; we offer the largest range of cans and are able to add value to all of them, but the service aspect is where I like to think we have an edge.

AN: Interestingly, the breadth of our can range often surprises even those who know us well. so Brau is also a great opportunity for us to showcase our complete portfolio and remind customers what we can offer. Having a platform to show not just the cans, but the value we can add, highlights our capabilities and helps our customers think about what Rexam can do for them.

If a customer’s after something that’s not in our existing range, then we’ll work with them to find a solution. There’ll be some new items to showcase, such as super Premium editionsTM – another way in which Rexam’s helping our customers differentiate their brands through more ‘personalised’ products.

IP: Product-wise, our FusION® aluminium bottle is another great example of our versatility. It’s now an established part of our portfolio and has become a truly global product; we’re selling in North and south America as well as europe. More and more of our customers are thinking about how FusION® might fit their market segment or price point – and are adding it to their range. Demand now outstrips supply, so we’re adding extra capacity to address that.

AN: And when it comes to new and ‘niche’ sectors, we’ve also got plenty to talk about. For example, we’ve been very successful with a number of smaller craft brewers in the us, helping them grow their businesses successfully. It’s a huge trend and we’re now sharing the benefits of that experience here in europe by helping craft brewers on this side of the Atlantic.

IP: Also, I know sustainability is high on every customer’s agenda, whether they’re large or small. They expect suppliers to be committed to their own sustainability journey – and our recently updated sustainability commitments reflect that, so we look forward to sharing these too.

AN: so in summary, we’ve got an innovation pipeline of exciting new ways for customers to differentiate their products. We also have the commitment and capability to deliver – not just today and tomorrow, but over the long term. And Brau Beviale is the perfect environment for us to kick-off some really exciting conversations with our customers!

Iain and Ana will be joined at Brau by Kip Nickel – VP sales & Marketing europe and colleagues from across Rexam’s sales, marketing and technical teams. We look forward to seeing you there!

Products• We will promote and actively support recycling systems for our products• We will reduce the carbon footprint of our cans• We will engage with policymakers, customers and the supply chain to minimise the environmental impact of packaging and packaged goods• We will develop innovative products and innovative manufacturing processes

OPERATIONs• We will improve our material efficiency• We will improve our carbon and energy efficiency• We will reduce our waste to landfill• We will reduce the water we use

PEOPLE• We will make sure our people work in a safe and healthy environment• We will continue to build a winning organisation• We will ensure our actions/interactions are guided by fairness, respect, integrity and honesty• We will encourage all teams to be constructive members of our local communities

Our 12 Sustainability Commitments

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OuR susTAINABILITy JOuRNey – THe NexT sTAGeRexam has updated its sustainability framework to further align its commitments to those of its customers and broader stakeholders.

A comprehensive materiality study conducted earlier this year resulted in 12 specific commitments and 15 measures. These will enable us to continue to monitor and report on progress across our three critical areas of focus: products, operations and employees and community engagement. The framework’s stretching goals ensure that we continuously improve – and play our part in addressing today’s key sustainability issues.

CONTINueD

CANSARE US

Cans aredesigned

to be

We make cans. The most recycled

beverage pack in the world. 62bn

We make

cans/yearin 55 plants around the world

100% of our scrap is recycled

Global recycling rate for cans

70%A thriving

circular economy

Cans are efficient to distribute,

lightand cube efficient

OUR AMBITION:

Every can recycled

► Less waste to landfill► Reduced carbon emissions► Offsets virgin material

2.5mn

£2.5bntonnes of cans are recycled every year, worth about

Infrastructure

every can collectedrecyclealready built to

metal of energy

Using recycled

saves up to

5%960 daysRecycled cans can be back on shelves in as little as

100 recyclable%

freshas when they were packed

Cans help drinks stay as

Recycled metal has1000s of uses

Our sustainability journey – the next stage continued

A new and unique Rexam infographic with engaging illustrations which highlights the three key stages of beverage cans within the circular economy - manufacturing, consumption and recycling.

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Consumer packaging is designed to prevent waste and to get products efficiently and safely into consumers' hands. Beverage cans are already exemplars of the circular economy, with recycling rates around 70% globally, and Rexam remains committed to improving this figure. One of the new commitments is to reduce the overall carbon footprint of a beverage can by 25% by 2020, including the embedded carbon in the materials that we convert into cans. Another relates specifically

“ We achieved 16 out of the 20 sustainability targets set back in 2010, and now have 15 new challenging targets for 2020 to build on those achievements. Our inclusion in the prestigious Dow Jones sustainability Indices (DJsI europe), where we are one of only four packaging companies listed, and becoming a constituent of one of the MsCI Global sustainability Indices confirm that stakeholders recognise we are continually challenging ourselves to be the most sustainable business we can be – a fundamental part in achieving Rexam's goal to be the best beverage can company in the world.”

Graham Chipchase, Rexam Chief executive

to reducing water consumption in the can manufacturing process. These new additions complement our ongoing efforts to improve material efficiency and reduce energy consumption through process innovation and the application of Lean enterprise and six sigma methodologies.

To find out more, visit www.rexam.com/sustainability

Arjen van Zurk will be on Rexam's stand at Brau –

come and meet him.

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New horizons for Rexam cansArjen van Zurk – Marketing Programme Manager, Rexam europe explores the opportunities that new beverage categories present for cans.

Cans have long held a strong footprint in traditional soft drinks, energy and beer categories. However, Rexam sees considerable potential beyond these. We believe that the can’s unique attributes can benefit a wider range of categories traditionally found in other formats.

Potential customers include manufacturers of dairy drinks, juices and flavoured alcoholic beverages. Growth in these new sectors is being driven by global consumer trends, as customers worldwide constantly seek new and exciting beverages.

Rexam’s proposition directly addresses these global trends. Cans offer tremendous convenience, both at home and on-the-go since they are shatterproof, quick to cool and easy to open. They also offer enhanced shelf appeal, with 360-degree designs that make a strong brand connection with shoppers. The can provides beverages with the ultimate protection to ensure maximum consumer enjoyment. smaller ‘single-serve’ can sizes offer everyday indulgence and also appeal to the portion control-conscious consumer. And when it comes to sustainability, the can possesses impeccable environmental credentials, being 100% recyclable with no loss of quality. Rexam offers the largest range of any beverage can manufacturer. With 27 different shapes – and sizes ranging from 150ml slim cans to one litre cans – we have the right size for every drink. We take the time to listen to and understand our customers’ needs, enabling us to apply our expertise to making exactly the right can for their product. Whatever the product, there’s a Rexam can that’s made for it!

“ We’re dedicated to creating deep and lasting partnerships. Customers are at the heart of what we do and we’re passionate about helping them grow.”

Arjen van Zurk, Marketing Programme Manager, Rexam europe

Paul Winwright, European Graphics and Design Manager, and his teamIs

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Open for businessCan Market News spoke to Paul Winwright, european Graphics and Design Manager, about Rexam’s new Graphics and Design studio at Luton.

A state-of-the-art facility is now providing customers with design expertise, platemaking and proofing facilities, right in the heart of our european central office. All the equipment at Luton is brand new – and is thus able to demonstrate Rexam’s technical capabilities across all european can sizes – including our FusION® aluminium bottle (with the exception of the one litre and 750ml cans).

“This new studio really does place the customer at the centre of everything we do,” says Paul. “effectively we’re providing a one-stop shop for Rexam’s Graphics and Design capabilities.”

The Luton facility also incorporates a 150 sq ft suite where customers’ marketing teams can come and ‘brainstorm’ their ideas. “It can be difficult to visualise how a flat paper design translates onto a three dimensional metal can,” says Paul. “Now customers can arrive in the morning and devise a concept; we’ll then create the artwork and make the can. By the end of the day their idea has become a reality. If there’s something they don’t like, or it doesn’t look quite how they thought it would, we can change it there and then.”

“ We want to make the perfect can for every customer. There’s no better evidence of that commitment than this new facility.”

Paul Winwright european Graphics and Design Manager

The graphics studio is the culmination of months of planning. “everyone across our business recognises the importance of making our customers feel valued,” comments Paul. “The new facility means we can now accommodate them in a comfortable environment, creating a space for them to think and share their ideas with us.” A programme is now underway to showcase the new facility, and a range of customers have already visited the studio.

For more information or to arrange a visit, contact Paul.Winwright@rexam.com

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Your gateway to creativity – Rexam’s design and print portalAvailable online, Rexam’s design and print guidelines for customers and their agencies make can design faster and easier than ever.

Created over the past year, the portal enables customers to download design guide templates for all Rexam’s products – and watch tutorials on how to use them.

The ‘Print’ section of the site illustrates the different processes used to produce cans, ends and FusION® aluminium bottles. It features videos and an interactive can and end decorator to give customers an insight into the can printing process.

The ‘Design’ section provides information on design development specifications, as well as

 

 

legal ‘must haves’. It also contains useful hints and tips on using special finishes and how to incorporate them into a design. All the information is animated, using either interactive drawings or short movies to illustrate the processes.

The ‘Colours’ section helps customers understand more about colours and inks, and provides information and guidelines on special finishes – which can be achieved by using different types of ink or varnish.

Our online portal helps our customers create designs that are compatible with our production processes, whilst showcasing our capabilities and inspiring creative minds to generate new ideas. using the guidelines can considerably speed up the reproduction process. Continuously updated, the portal reflects the latest developments and incorporates all Rexam’s global print specifications, so our customers can be sure of receiving accurate and relevant information, wherever they are in the world. One-time registration ensures that all downloadable items can be accessed.

Customer reaction to the new website has been overwhelmingly positive. Visit our stand at Brau – and see for yourself!

 

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In the early 2000s, a handful of small North American beer producers switched from bottles to cans. Today, according to the Craft Cans database, over 400 craft breweries in the usA use cans.

Although the trend for craft beer in cans is less developed this side of the Atlantic, there are signs that it’s growing fast. Brewers and discerning consumers alike are beginning to appreciate the benefits that cans bring to great-tasting beers.

From the brewer’s perspective, there are numerous advantages. Cans are light, strong and easy to stack; they also take up less space than bottles, making them

cheaper to store and transport. They are better at preserving freshness and protecting the beer from oxygen and light, which can adversely affect a beer’s

flavour. Imaginative use of design means that cans also have 360 degree ‘stand-out’ appeal on the retailer’s shelf. Consumers appreciate the fact that

cans cool quicker and are more convenient. For example, they are allowed into venues and events

such as music festivals, where glass is banned.

And crucially, cans possess great environmental credentials. The metal used to make them is 100% – and infinitely – recyclable,

with no loss of quality.

CONTINueD

Brewing up success: the rise and rise of craft beer

Brewing up success: the rise and rise of craft beer continued

Fourpure – looks good, tastes good!Rexam has partnered with British independent craft brewers Fourpure Brewing Co to develop unique designs for their newly-canned craft beer range.

The brand has switched from glass bottles to aluminium cans, and the six new designs depict the skyline of each city from which the characteristics of the beer are inspired. The innovative designs reflect the speciality of the Fourpure beers and use Rexam’s value added matt overvarnish to create strong stand-out on shelf.

Daniel Lowe, co-founder of Fourpure says, “With craft beer on the rise in an overall declining British beer market, it was essential to produce an interesting and unique design to differentiate our products from the macro breweries. Furthermore, as the first craft brewer in the uK to can its full core range, we had to lead the way in packaging design in the emerging craft canning market. The bespoke designs and special finishes offered by Rexam are perfect for the evolution of the Fourpure brand to cans.”

Fourpure was founded in 2013 in south-east London and produces ‘Craft beer inspired by adventure.’ The 33cl cans, produced out of Rexam’s Milton Keynes plant, are being sold in the on-trade, restaurants and specialist craft beer retailers.

Beer market specialist Marianne Freund will be on Rexam's stand

at Brau – come and meet her.

At the Indie Beer Can Festival in September

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In september, the inaugural Indie Beer Can Festival was held in the uK. The event was sponsored by the Can Makers, the trade body representing uK beverage can manufacturers, in partnership with the society of Independent Brewers. The competition received more than 100 entries, with the selection process reducing this down to a dozen finalists. Of these twelve brewers, nine had never packaged their beer in cans – and were given the chance to do so in small quantities. The high-profile judging panel included Tesco beer buyer Chiara Nesbitt, Can Makers Chairman Graham Fenton and Peter Love, President of Cask Brewing systems.

In the uK, the recent growth in canned craft beer has been nothing short of dramatic, with specialist distributor James Clay seeing sales of canned beers grow by a phenomenal 250% in the first half of this year. It’s a trend that looks set to continue – and Rexam’s experience in the us, coupled with dedicated marketing expertise in europe means it is perfectly placed to help craft brewers bring their products to consumers in perfect condition.

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suPeR PReMIuM eDITIONsTM lead the way in innovation

Reinforcing its position as a leader in beverage packaging innovation, Rexam is now offering super Premium editionsTM to customers from all our locations.

Our patent pending editionsTM technology allows for up to 24 different designs to be printed simultaneously on a single pallet. super Premium editionsTM takes can design to the next level, printing high definition detailed images, including in colour.

Paul Winwright, our european Graphics and Design Manager, said: “We recognised a demand in the market for unique and intricate can designs. The introduction of super Premium editionsTM is a natural step in extending the technology even further. We are proud to provide customers with unrivalled printing options that allow their brands great stand-out on shelf and endless marketing opportunities.”

All change in SpainRexam is converting its two beverage can plants in spain from steel to aluminium.

The switch, which is being supported by aluminium coil supplier, Constellium, will help meet increasing demand from customers for packaging that helps them differentiate their products.

The preference for aluminium cans has increased significantly over the past few years. Rexam’s La selva plant near Tarragona converted one of its four lines to aluminium in 2011. The remaining three are now following suit and are expected to come on stream in the first quarter of 2015. Rexam’s Valdemorillo plant near Madrid will start converting its three lines during 2015 for start-up in 2016.

Iain Percival, european sector Director, commented: “spain is the second largest market in europe producing over seven billion cans a year. This conversion to aluminium represents a sizeable capital outlay over the next two years; it demonstrates our commitment to invest for our customers – and our confidence in the growth dynamics of the spanish can market.”