FUSION is a synergy of engineering brilliance; aluminium and conventional can manufacture to produce a family of DWI (Drawn Wall Ironed) bottles that can vary in serving size, shoulder shape, neck length and closing options.

Rexam’s development partner is Italian based manufactures Frattini. After several years in development Rexam is pleased to launch the FUSION Aluminium Bottle at Brau Beviale 2007.

This dynamic innovation builds on Rexam’s commitment to consistently present the market with new beverage packaging opportunities that enable brand owners to add value through premiumisation and differentiation. Steve Howell, Rexam’s Breakthrough Innovation Manager, who is heading up the project, says:

‘FUSION represents an unprecedented opportunity for customers to evolve or reinvent their premium brands – the bottles look great in numerous drinking situations where the brightness of the aluminium reflects the light and makes the package really stand out. The fact that it is so cold to the touch and reclosable means that consumers can really appreciate an improvement in their drinking experience.’

FUSION production will commence in February 2008 at Rexam’s UK research and development centre in Milton Keynes where a pilot line incorporating Rexam’s first Frattini Necker is being created to support customers brand marketing development. Full production lines are being planned throughout Europe.