This Beer Brand Designed a Different Can for Each Russian City

By: Katherine Pendrill - Oct 20, 2015
References: rexam & foodbev
Russian beer brand 'Baltika #3' recently collaborated with 'Rexam' to design a limited-edition can for each Russian city. Although many beer brands have used their labels as a tool for inciting patriotism, none have ever attempted to appeal to nearly 1,000 different cities at once. This ambitious new project caters to Russia's many different communities with its new city-specific beer cans.

In just three days, Baltika #3 and Rexam designed 990 different beer cans. The limited-edition cans display the name of each Russian city, as well as an urban skyline graphic. The massive collection was made possible through the use Rexam’s Editions technology. This particular software allowed the company to print 24 different city names at once.

The idea behind the campaign is to promote Russian patriotism and attract new customers from some of Russia's more remote cities. Baltika #3's Brand Manager Malkiel Natalia explains, "We wanted to encourage national pride and unify our loyal Russian consumers across the country through the product itself."