While regional brewers can never compete with huge ad budgets of the majors, they can play the home town advantage. Vancouver Island Brewery, Victoria, British Columbia, Canada, did just this when it had prepress house Image Pac (Richmond, B.C., Canada) design new corrugated 6- and 12-pack boxes, introduced in January '95.
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Brewers are taking it on the chin as much as anyone when it comes to rising packaging costs, forcing them, and wholesalers, to find new ways to reduce operating and production costs and increase volumes and prices.