Mack revamps and extends Arctic Beer series

31 October, 2011

Norwegian beverage company Mack has redesigned and extended its Arctic Beer series.

The self-styled ‘northernmost brewery in the world’ has added Arctic Ice and Arctic Lite to its home market-based range.

The new look Arctic Beer is now on sale in Norway and, while Mack does not currently export the beer range, the design has been adapted to suit EU guidelines.

Consumer packaging company Rexam, which worked closely with Mack on the project, designed the new can to appeal to “young urban males aged between 18-35", in particular positioning the series as "a beer for the tough and adventurous”.

Eva Johnsen, manager of planning and purchasing at Mack, said: “We wanted the whole redesign to tie the beer to its Arctic roots, without being too obvious.

"The polar bear epitomises the image of the Arctic and its unique, harsh environment.”





Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

Tess Posthumus

Staffing crisis could open opportunities

The pandemic has thrown many challenges at bar owners over the past couple of years and the ones that survived the various lockdowns and restrictions deserve a pat on the back. However, while revenues are returning and bars are beginning to recruit once more, we’ve come up against a whole new set of problems, one of which is a global starring crisis.

Instagram

Facebook