SMURFIT Westrock UK has helped craft beer club Beer52 to deliver the ‘wow factor’ for its 2025 advent calendar.
The calendar provides 24 craft beers from around the world for customers to sample in the lead-up to Christmas.
This is the third consecutive year that the team at Smurfit Westrock Tannochside in North Lanarkshire has worked with Beer52 on its festive calendar project.
The brief was to create a ‘refreshed, sustainable’ custom design – keeping things feeling new for returning customers – with minimal components, yet still packed with festive excitement and a nod to Beer52’s distinct identity.
Last year, Beer52 explored a fresh direction with its colour palette, but this year the design ‘gently nods back to tradition’. The palette is said to use softer, contemporary shades, while the artwork features Christmas motifs such as crackers, Christmas dinner, Santa hats, reindeer, carol singers, an elf, and a sleigh.
The colours are designed to elevate the premium feel and help Beer52 stand out in a crowded advent calendar market.
Ross Thorburn, Smurfit Westrock’s Beer52 account manager, said, “We always rise to the challenges that Beer52 brings to our design team and deliver high-quality printed packaging. This year’s challenge was being able to do it on a larger scale, and we’re extremely happy with how it all turned out.”
Smurfit Westrock Tannochside explained how it used its expertise to scale production and meet demand, ensuring the packaging was not only visually impactful but also supply-chain-friendly.
James Taylor, Beer52 CMO, added, “We were over the moon when Smurfit Westrock took on our 2025 Beer52 advent calendar. Having previously worked with them on our 2023 and 2024 calendars, we knew we were in safe hands. This year’s calendar looks incredible, and we are extremely excited to share it with our craft beer community. Last year’s calendar was a success, and we expect this year will be no exception.”
