Bières Béluga

In an effort to promote quality artisanal beer, sustainable practices and local art, Quebec microbrewery Bières Beluga Ltd. approached Hart Print, a leader in digital printing on cans, to collaborate on their limited-edition project, Art Series.

Since 2014, Bières Béluga has actively raised funds for the research and conservation of the beluga whales in Quebec’s St. Lawrence River. For every beer sold, $0.11 goes towards the company’s goal of adopting Al, a 25-year-old male beluga in the region. It was therefore very fitting that the beluga whale took front and centre as the theme for this project.

More than a dozen talented artists from the province of Quebec teamed up with Bières Béluga and collaborator breweries to carry out the project. Hart Print was there to bring each can to life, thanks to its cutting-edge digital technology that seamlessly and accurately prints on digital cans, all the way up to the neck. The result? Each blank can became a canvas for the gorgeous artwork supplied by the artists, and the products looked stunning on store shelves across the province. Best of all, thanks to Hart Print’s no-stickers, no-sleeves process, the packaging was infinitely recyclable, which doubled down on Bières Béluga’s mission to do good for the whales and the environment.

Artist Joel Malkin, who designed the Triple IPA can, noted: “I didn’t know much about belugas, but I learned that they’re silly, intelligent, sociable, curious and playful. To me, it was important that my artwork represent their personality, especially since this is meant to raise funds for them. I hope this will inspire folks to learn about the beluga and to do their part to help them.”

A limited-edition beer series that puts the spotlight on microbreweries across the province of Quebec, featuring the creations of reputed artists from all over Quebec, using eco-friendly tech to produce 100% recyclable packaging … all while raising funds and awareness for the preservation of beluga whales? This was an extra-special project that the Hart Print team is so proud to be a part of.