September 14: Jimi Hendrix – arguably one of the greatest-ever rock stars – is still attracting new fans almost 40 years after his death. So when US-based Beverage Concepts launched an energy drink brand named after the artist, they approached the canmaking industry to supply a package distinctive enough to reflect Hendrix’s status.
The task fell to CCL Container, which supplied a shaped, resealable aluminium bottle. Ed Martin, vice president of sales and marketing and speaker at the Canmaker Summit being held in Chicago on October 8-9, said that Beverage Concepts wanted unlimited creative freedom when designing the package.

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