PIONEERING THE ALUMINUM BOTTLE

It's hard to remember when beverages only came in cans and glass bottles. But when Exal was founded, aluminum bottles for beverages didn't exist.

In the mid '90s, a beverage marketer challenged us to transform an extruded aluminum container into a bottle that looked like a baseball bat. We embraced the opportunity, even though shaping technology for aluminum didn't exist (and we had yet to produce any beverage packaging).


FORGING AHEAD

We knew it could be done; we just needed to get the right technology behind it. So we developed our capabilities and worked toward our shaping goals. Eventually, we approached a partner who had the equipment to turn the idea of a shaped bottle into reality.

Once we solidified our partnership, “the little bottle that could” took off. The shaped aluminum bottle became an important marketing piece. And our unique printing capabilities helped turn the bottles into mini billboards, with promotional and seasonal messaging and graphics.

From "out there" idea to industry standard.

A NEW CONSUMER FAVORITE

Consumers quickly adopted the aluminum bottle. They appreciated the sustainability aluminum offered and the fact that it could go places glass bottles couldn't, like beaches and concerts. Demand has led to explosive growth. For many major brands, the aluminum bottle now hovers around 10% of purchases, and it's poised for further growth.

[Exal's] aluminum bottle is a pretty exciting packaging option for us. We've used it as an innovative way to market our products.

ANHEUSER-BUSCH

1st

to develop the aluminum beverage bottle

7

colors in our offset lithography process

PUSHING THE BOUNDARIES

Our innovative spirit has led to some of the industry's most recognizable aluminum packaging.

L'Oréal

See Case Study

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