GUINNESS and Beefeater have been named the winners of the 2025 Can Makers Design Accolade.
Since launching in 2022, the Design Accolades have recognised exceptional design and creative excellence in the canned beverage sector.
Guinness impressed the judging panel with a ‘bold’ rebrand that reimagines its iconic can for a younger audience. The design balances heritage with modern aesthetics. Judges praised its ability to retain brand identity while introducing a ‘contemporary look that resonates with new consumers’.
Beefeater’s entry was celebrated for its ‘striking, detailed design and premium finish’. The can’s traditional aesthetic was elevated through ‘intricate graphics and bold visual impact’, earning high marks for shelf standout and brand consistency.
Special mentions this year were also awarded to Trip and Brooklyn Brewery (0%) for standout creativity and market appeal.
Tim Conybeare, chairman of The Can Makers, said, “Guinness and Beefeater capture what the Design Accolade is about – strong, thoughtful design that connects with consumers and reflects the character of the brand. Both entries show how effective the beverage can is in shaping perception and standing out on the shelf.
“The can is a versatile format, offering a full 360-degree canvas for creativity. With a wide range of finishes, inks, and textures available, it allows brands to craft designs that are not only visually striking but also tactile and memorable. This year’s winners are a great example of how design and format can work together to elevate a product.”
Francesco Ottaviano, RTD marketing director, Pernod Ricard, added, “The launch of Beefeater Lemon answers today’s consumer desire for high-quality, refreshing drinks from a much-loved brand like Beefeater Gin. The team set out to create a modern and vibrant RTD design that delivers real stand-out on shelf and feels fresh, contemporary, and instantly recognisable.
“I’m proud of the outstanding work from the team in bringing this product to life – from the bold design to the exceptional liquid inside – a true testament to Beefeater’s ability to innovate while staying true to its heritage.”
Trip, a CBD-infused drink presented in a pastel pink matte can, was recognised for its ‘minimalist elegance and premium aesthetic’. The design’s soft colour palette and subtle finish are said to reflect current consumer trends, while its ‘calming’ visual identity complements the brand’s partnership with mental health charity Mind.
Brooklyn Brewery’s 0% alcohol can earned praise for its vibrant colourway and shelf standout. The judges appreciated its ‘bold approach and visual clarity’, especially in a rapidly growing segment.
