The Pernod Ricard team were in London today (February 18) to flesh on the bones for their half year interim results which were announced last week.
The self-styled ‘northernmost brewery in the world’ has added Arctic Ice and Arctic Lite to its home market-based range.
The new look Arctic Beer is now on sale in Norway and, while Mack does not currently export the beer range, the design has been adapted to suit EU guidelines.
Consumer packaging company Rexam, which worked closely with Mack on the project, designed the new can to appeal to “young urban males aged between 18-35", in particular positioning the series as "a beer for the tough and adventurous”.
Eva Johnsen, manager of planning and purchasing at Mack, said: “We wanted the whole redesign to tie the beer to its Arctic roots, without being too obvious.
"The polar bear epitomises the image of the Arctic and its unique, harsh environment.”