Case co-packing: AMAB supports AB-Inbev in its “Leffe for Norcia” charity campaign.
On Sunday the 30th of October 2016, central Italy was hit by a heavy earthquake. The community in Norcia was among the hardest hit. AB-Inbev shot into action and engaged itself by developing a beer bottle for Leffe, which was intended for charitable aims and for supporting the monks in Italy. The contributions go directly to the rebuilding of the Benedictus Basilica in Norcia, which was badly damaged by the earthquake. To give the Leffe bottle a craftsmanship feel, AB-Inbev developed a personalised paper wrap.
How did AMAB support to this charity campaign?
While a personalised paper wrap may add some extra cachet, from a production standpoint it is a real challenge. After all, such a wrap cannot be applied mechanically. AB-Inbev engaged AMAB to help with this challenge, because AB-Inbev knows that AMAB provides customised solutions. After a number of tests, our technical department developed a tool that could apply the paper wrap smoothly to the bottles and without creases. With the agreement of AB-Inbev, we continued to build nine additional tools. And we went further than that: We even gave them some technical advice on printing (dimensions of the paper wrap, positioning and the alignment of the text and logos, etc.).
In the end, we applied more than 100,000 paper wraps in two weeks – a very successful cooperation. We are wishing AB-Inbev good sales, and we hope that the rebuilding of the Benedictus Basilica can proceed smoothly.
You can find more information on the special website Leffe per Norcia
Below you will find photos of the basilica, before and after the earthquake, and after its rebuilding.