NEWS: Tune into Your Favourite Beer Can

29-11-2017

The iconic record label Island Records has partnered with Crown Bevcan Europe and Middle East, a business unit of Crown Holdings, to launch the world’s first “Shazamable” can for its Session IPA Beer. The collaboration was recognized at the Annual World Beverage Innovation Awards, held in September at Drinktec in Munich, Germany, where the range won Best Can or Alubottle.

To help their Session IPA stand out, Island Records worked closely with Shazam to innovate with their “Visual Shazam” technology to enable consumers to connect instantly with three curated bespoke playlists featuring Island artists on Spotify, accessed by scanning the code on the can with their smartphones.

Crown’s European Design Studio in UK worked on pre-press activities with Zappar, which provides the technology behind the codes, to embed the dedicated logo into the final design. Crown experts then used their experience to translate the fine details into a design that could be printed directly onto a cylindrical beverage can.

Both Crown and Island Records have a history of creativity and innovation within their respective fields, and this collaboration has produced a world-first to the craft beer market. The cans are produced at Crown’s Braunstone factory in the UK. A second design, for Island Records Beer Range Jamaica Porter, has already been launched alongside the Session IPA.