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.