Oftentimes, the origination of a product is intrinsically tied to its branding and marketing. As such, its image and the way customers interact and engage with the product are also tied to its locality. An example of this connection is that of Beck's, a beer typically brewed in Germany until a few years.
"I was like, what the hell?" Brian Rinfret, a long time Beck's drinker, told Businessweek. "It tasted light. It tasted weak. Just, you know, night and day. Bubbly, real fizzy. To me, it wasn't German beer. It tasted like Budweiser with flavoring."
According to the source, after thorough examination of the beer label, Rinfret found his issue. On the back, in fine print, read "Product of the USA."
This shift in production from Germany to America was due in part to new business developments which changed the regionality of the product.
Becks' parent company InBev was created in 2008 as a super-company of international beer labels. This happened when major brands Beck's and Stella Artois took over Anheuser-Busch, the producer of Budweiser and Bud Light, for $52 billion.
InBev, by that point, had already grown from a small Brazilian brewery called Brahma, to merging with Antarctica, another Brazilian brewer becoming AmBev. The company then merged with Interbrew, owner of Beck's and Stella, which then created InBev.
It's clear that where a product is made is increasingly becoming synonymous with its brand. As many Americans have begun putting preference on products that say "Made in America," so, too, have cities and states, as buying local is becoming an increasingly popular way of commerce. In order for breweries or any other companies to capitalize on the locality of their products, they should invest in high-quality color label printers. A Primera LX900 is capable of creating the custom labels that are needed to ensure consumers they are purchasing a product created locally.