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'Flex' handle gives High Falls packs a lift

High Falls Brewing Co., Rochester, NY, has improved the carrying handle for its multipacks of glass-bottled beer brands such as Genesee and J.W.

Pw 15814 Honey Brown

Dundee’s Original Honey Brown Lager. Debuting in June, the 12-packs represent the first commercial use of the patent-pending DuraLift™ handle from MeadWestvaco (Atlanta, GA).

“We like the new DuraLift handle because you can immediately see and feel both its strength and flexibility,” explains Shawn O’Donnell, High Falls’ brand manager. “The DuraLift handle is wider and feels hardier than conventional handles when you lift or carry bottle packs. It cushions your fingers with rounded edges and ‘gives’ extra space around your fist as you lift the pack. Even larger hands have plenty of room for comfort. From the initial market response, consumers like it as much as we do.”

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