Imagine walking into the liquor store on a Friday night. You look past the brews you’ve already tried for something new. You spot a silver and gold capsule of a can, with a strange goggled figure on the label. The copy tells you this beer was formulated to fuel your journey through the multiverse, and it contains a sci-fi album as the soundtrack. To get the album, there’s a special hashtag. By tweeting it, you’ll receive a message telling you what you’re doing right now in a parallel reality, and a link to the music. Curiosity piqued, you bring it home, crack it open, take out your phone, and experience audio, visual, touch and taste in a single moment in time.
The T.R.I.P. album release beer is the first time a new studio album has ever been released on a beer can. The challenge that prompted the unique project was to figure out how to get people buying new music again, while helping a small indie band reach new fans. The solution: Pair the band with a brewery and turn the beer aisle into the next record store. The Lights Out wrote an album about traveling through parallel realities, and Aeronaut Brewing Co. developed a beer to pair with the songs. “A lot of the same people who once walked the music store aisles every weekend are now going to the beer store at least that often, with the aim of discovering something new. Most beer decisions happen in front of the cold case. The opportunity for someone to discover a band there caught our curiosity,” says Adam Ritchie, owner of Adam Ritchie Brand Direction and guitarist for The Lights Out.
T.R.I.P. used design in a creative way to solve a decades-old music industry problem, give consumers a complete sensory experience with visual, touch and taste, and restore music fans’ physical relationship with new music. The campaign resulted in a new way for music to be discovered, generated international attention and caused the product to quickly sell out. “Adam’s team created a tremendous launch experience which completely transcended the ordinary and set a new standard for how these things should be done,” says Aeronaut Brewing Co. co-founder Ben Holmes. “It’s a game-changer that succeeded beyond our wildest expectations.”
Greif, Inc. announced it has acquired 51% of the ownership interest in ColePak, LLC in an all-cash transaction funded through Greif's existing credit facility. ColePak is the second largest supplier of paper partitions in North America and has a compelling future growth path in that unique product niche. As partners, ColePak adds a completely new product offering to the Greif paper converting portfolio, which provides integration to the Greif mill system in both containerboard and URB grades. Additionally, the ColePak margin profile is immediately accretive to the Greif portfolio. A shared set of company values, a growth-oriented business profile, and exposure to stable and growing food and beverage end markets all further highlight the strong strategic fit, which closely reflects the growth priorities we outlined at our Investor Day in 2022.
Greif, Inc. announced that it has completed its previously announced acquisition of Ipackchem Group SAS ("Ipackchem"). "We are thrilled to welcome an exceptional 1,400 Ipackchem colleagues to Greif," said Ole Rosgaard, President and Chief Executive Officer of Greif. "Adding Ipackchem to the Greif portfolio is another key step forward in executing our Build to Last strategy and helps unlock significant new capabilities and market opportunities to further grow as a world leader in high-performance small plastic containers and jerrycans. Our teams have been planning our integration strategy over the past several months, which we will begin implementing immediately post-closing to drive incremental benefits, support future growth, and capture our targeted $7 million of synergies. I would like to extend my deep gratitude to every member of the Greif and Ipackchem team for their unparalleled dedication and excellent collaboration in planning post acquisition integration.”
The recyclable and compostable UPM Solide Lucent is a highly versatile specialty kraft paper with endless possibilities for recyclable packaging innovations. The paper is suitable as a coating base or for lamination, single-packs, bags, and wraps; UPM Solide Lucent can do it all and more! UPM Solide Lucent is a brilliant example of the type of packaging innovations the world needs right now. Through co-creation, it enables brand owners to effectively reduce the amount of fossil-based or non-recyclable materials and increase usage of materials from renewable sources in their packaging. “Together with customers and partners, we can develop truly sustainable medium and high barrier packaging solutions, matching customer needs in a wide range of food and non-food applications,” explains Mika Uusikartano, Senior Manager, Product Portfolio Management, UPM Specialty Papers. “Thanks to its outstanding sustainability credentials, this paper is a safe and smart choice for converters and brand owners looking to co-create new products with us. The target is also to reduce value chain recycling fees in the long run,” continues Tommi Heinonen, Head of Sales, UPM Specialty Papers.