Rexam’s FUSION bottle to go into full production in Q1 2010

Rexam Beverage Can’s innovative FUSION aluminium bottle is to go into full production at Rexam’s plant in the Czech Republic in the first quarter of 2010.  This production reinforces Rexam’s commitment to providing the beverage market with new packaging options, bringing differentiation and premiumisation to products.

The first FUSION production line will be located at Rexam’s Ejpovice plant, near Prague in the Czech Republic, with a first year capacity of 60 million units.  This initial amount is aimed at creating a market for the FUSION bottle, with an increase in capacity to 120 million units, intended at the same production facility, before expanding into other Rexam plants throughout the world.  Radek Madr, Plant Manager at Ejpovice is excited about the start of full production; “My team and I are excited that FUSION is coming to Ejpovice - it’s a new challenge and one that we look forward to. The Ejpovice plant is ideal for this type of pioneering work and we look forward to welcoming customers, curious to see this new process in production.”

Both the standard 33cl and 25cl FUSION bottles will be produced on the line, with all three closure types, ROPP (re-sealable), MaxiP Crown and Standard Crown, available.  Customers will be given the flexibility to choose the closure type which best suits their target market.  As FUSION can be pasturised and is suitable for a whole range of beverages including single serve wines and flavoured water, as well as beer, energy and soft drinks, the new packaging option is open to a wide range of markets.

Illustration Impact, which allows photo-like images to be printed on to the can, will be standard for the FUSION bottle, with gloss and matt finishes available as well as a white basecoat.  Rexam plans to introduce the full spectrum of ink and varnishes to its FUSION bottle in due course. 

Rexam has been working in partnership with specific contract fillers who will be able to fill FUSION bottles on their existing lines.  This gives customers the flexibility to launch FUSION without having to use their own filling lines. 

Stephen Howell, Breakthrough Innovations Manager at Rexam Beverage Can, who heads up the project commented, “FUSION is a technological breakthrough and is a credit to the vision and passion of the Rexam team and our partners, who have committed their professional experience to making the dream of a DWI Aluminium Bottle a commercial reality.  I have attended several of the consumer trials and really got a buzz from seeing the positive reactions to the FUSION bottle. It is new, it is different, but more importantly it works as a functional pack format that both promotes the brand and adds value to the drinking experience, and from everything I saw and heard consumers love it!”

Rexam has been working with London based agency Wren & Rowe to conduct one on one, interactive consumer quantitative research in London, Milan and Amsterdam during 2008 and 2009.  The results have shown that 79% of participants liked the drinking experience from the FUSION bottle, with chill retention and freshness being the most important features.

Tomas Sjölin, Sector Director at Rexam Beverage Can, sums up Rexam’s commitment:

“We have a vision that we can make a positive difference to our customers’ brand portfolio. Taking FUSION into full production is clear evidence of this. We see ourselves as innovators and the FUSION aluminum bottle gives us a fantastic opportunity to create a whole new category of beverage packaging. Consumers love cold, refreshing drinks for which the beverage can is renowned, but they also like the style of the bottle. FUSION brings together the benefits of the can and the bottle to enhance the drinking experience and add value to brands.”