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.”
Banavali will focus on building materials science capabilities that can be used as the basis for creating new products, processes and services across the company. He will also partner with WestRock’s commercial, digital, marketing and innovation teams to advance the company’s innovation strategy with a strong focus on more environmentally sustainability products, breakthrough packaging designs and the digitalisation of packaging.
Sonoco announced it will raise the price for all paperboard tubes and cores by a minimum of 6 percent, effective with shipments in the United States and Canada, on or after November 8, 2021. “Continuing inflationary increases, particularly in Uncoated Recycled Board, adhesives and primary packaging components, coupled with exceptional market demand make this increase necessary,” said Doug Schwartz, Division Vice President and General Manager, North America Tubes and Cores. “Despite these unique times with market and supply chain challenges, we remain committed to maintaining the quality and service that our customers have become accustomed to when working with Sonoco.”
Mill Rock Packaging Partners LLC announced that it has acquired Keystone Paper & Box Company, a leading specialty packaging company that manufactures custom folding cartons for consumer and healthcare end markets. Mill Rock Packaging, formed by Mill Rock Capital in 2020, is a growth-oriented specialty packaging company focused on leading design, innovation and technology, with strong operational capabilities and unparalleled customer service. The transaction marks Mill Rock Packaging's expansion to the Eastern U.S. and its fourth acquisition. In connection with the transaction, Keystone's leadership team has made a significant investment in Mill Rock Packaging. Management will remain with the company. Terms of the transaction were not disclosed.