Rexam beverage can has been chosen by beam global spirits and wine india to package its new teacher&rsquos &lsquoready to drink&rsquo alcoholic beverages. The &lsquoready to drink&rsquo products are india&rsquos first scotchbased variants available in this instant format and the package consists of two varieties of teacher&rsquos scotch whisky premixed with either soda or cola. Rexam worked closely with beam global india the indian branch of the 4th largest global spirits company mnc beam inc from conception to commercialisation of the new product, helping to develop a brand identity that would appeal to the target market of premium beer consumers.
The drinks are packaged in rexam&rsquos 330ml cans, which are produced at the taloja plant in mumbai, and take advantage of rexam&rsquos advanced printing techniques to enhance the products&rsquo onshelf appeal. Satish kaul, vice president of operations at beam global india, commented on the cans &ldquoworking with rexam to develop our new cans has been key to the success of the product. We have witnessed a high level of consumer demand for the new scotchbased product, especially amongst premium beer drinkers.
The cans have allowed us to introduce consumers to our teacher&rsquos whisky whilst maintaining the easy and refreshing drinking experience of canned beer.&rdquo venkii iyengar, vice president of sales and marketing for rexam in india, added &ldquoit has been great working with beam global through the entire process of this product&rsquos development.
The &lsquoready to drink&rsquo whisky drinks are a new concept in the indian alcoholic beverage market and we are delighted to have been able to help develop the brand identity and ensure its onshelf impact through the design of the cans.&rdquo teacher&rsquos &lsquoready to drink&rsquo beverages were launched in mumbai in december 2011. The product will be rolled out across the other major indian markets in the first quarter of 2012.
