Denver Beer Co. is pouring two of its craft beers in 12-ounce cans manufactured by Ball, with each individual aluminum can imprinted with one of two dozen different GPS coordinates. The brewery used Ball’s Dynamark variable printing technology to image the containers with the coordinates.
The specially marked cans of Incredible Pedal and Graham Cracker Porter are part of Denver Beer Co.’s DBC Explorer Challenge. The contest guides consumers to one of 24 different locations somewhere in Colorado; to enter the contest, the user snaps a photo in each of the 24 locations to be eligible for the grand prize, which is free Denver Beer Co. product for a full year.
According to Charlie Berger, co-founder of the brewery, the Dynamark technology is enabling the brewery to engage its customers in a stand-out way that fits well with the brand’s message and image.
“DBC's customers love to be outdoors," Berger said. “By using Ball's Dynamark variable printing technology, we were able to create a unique challenge that encourages our fans to go out and explore the state we love.”
Jay Billings, vice president of innovation for Ball’s global metal beverage packaging business, said smart packaging technologies such as variable printing (combined with the protective properties of aluminum) provide food and beverage companies a change to connect with consumers in dynamic, fun ways.
“Increasingly, craft brewers like DBC are utilizing Ball innovations, such as Dynamark, to engage their fans and create unique experiences,” he said. “In addition to better protecting the quality beer that DBC brewers create by blocking out 100% of light and oxygen, aluminum cans are infinitely recyclable, making them the go-to package for craft beer.”
The Incredible Pedal and Graham Cracker Porter brews are sold in 12-ounce can six-packs around the metropolitan Denver area. To throw their hats into the ring and enter the DBC Challenge, consumers have to fill out a profile on the contest webpage. Then, they must upload their “selfies” taken at each of the locations.