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As the baseball season winds down in October in the United States, it’s on the upswing in the Caribbean. During this past season that ended in January, Presidente brand in the Dominican Republic conducted a Viva la Pelota! or Hurrah Baseball! campaign for its beer in 12-oz glass bottles with promotional sleeve labels. Presidente regular featured sleeves printed with a ball and bat, and Light featured sleeves showing a jersey and hat."It is time for the public to enjoy with friends a baseball game, to celebrate the victory, and live the excitement of their national sport, always with Presidente," explains Rafael Melo, manager of Presidente brand, which garners 70% of the country’s beer market and distributes throughout the Caribbean and in the U.S.
The sleeving is done using a Sleeve Pro 400 sleeve applicator paired with two Steam Pro 300 shrink tunnels, all supplied by Karlville Development Group (www.karlville.com). The Sleeve Pro sleever is capable of rates to 300 containers/min, though Tatiana Gomez, Presidente operations project leader, says they run at 250 12-oz bottles/min.
The PET sleeve film is provided by Rotoflex, the flexible packaging div. of Sigma, S.A. (www.sigmaq.com). Supplied in roll form, the sleeves are gravure-printed in six colors including a predominant green, along with a platinum color for Presidente Light.
Presidente reports that the response to the promotion was great.
The baseball series was followed in February by two sleeved bottles that celebrated the country’s Carnival festival, one for Presidente and a different design for Presidente Light. These sleeves, gravure-printed in eight colors, were also well-received.
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