Ardagh Metal Packaging

Greene King Brewery cans with H!GHEND give craft beers an ultramodern look

Greene King Brewery, part of the UK’s leading pub company and brewer, are topping two new craft beer cans with ArdaghMetal Packaging’s H!GHEND in a striking neon green, to achieve an unmissable look that blends modern with traditional.

Thanks to the innovative print technology behind H!GHEND, which makes an almost infinite range of colours available for the top of the can, the Greene King Brewery have integrated the can end into the distinctive design concept for their new Flint Eye Dry Hopped Lager and Level Head Session IPA cans. It’s a contemporary new take on Greene King’s branding, which takes imagery from the historical legends of Bury St Edmunds – the brewery’s home – and makes it relevant for the modern-day drinker.

The Greene King H!GHEND achieves both a colour-match and a colour-contrast effect across the two 330ml standard cans. Level Head (4% ABV) comes in a bang-on-trend apple green can, with hot pink text and a wry illustration of St Edmund (whose head, according to legend, was cut off and miraculously reattached). The neon H!GHEND end acts as a highlight for the overall green aesthetic.

Meanwhile, Flint Eye (4.5% ABV), whose arresting artwork celebrates the Neolithic flint arrowheads found in the local area, takes the hot pink as its base colour, then adds neon green text and H!GHEND to create a contrast with real eye-popping appeal.

Alex Radcliffe, Head of Marketing for the craft beers at Greene King, said: ‘In the busy craft beer marketplace, we wanted to have a point of difference – something that would appeal to the modern drinker, while reflecting the heritage and craftsmanship that go into our beers, that are centuries in the making. The H!GHEND toppings from Ardagh Metal Packaging gives them that exciting, premium twist.’

Gerlof Toenhake, Director Regional Sales at Ardagh Metal Packaging – Europe, said: ‘The Greene King cans with H!GHEND have such a super look; they’re truly unique. One of the things our H!GHEND does so well is to help brands create a strong aesthetic over the whole pack, and then reinforce that branding to the consumer at every sip as they see the can from above.’

Greene King Brewery continues to drive distribution following the launch of the craft beers last year. The Flint Eye and Level Head packs are available now, in major UK supermarkets, including Waitrose, Tesco and Sainsbury’s, and direct from the brewery’s own online shop.

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