Beer labeling is one of the hottest segments of the product packaging world, and it has remained this way for years. The craft brewing field, filled with personality-laden companies trying to outdo one another, is a home to some of the most interesting and bold branding in the food and beverage industry.
Brewers have to think about their companies’ unique attributes and personalties, and then create imagery that will get those ideas across. Combine this need for a distinctive look with the challenges of high-quality printing and efficient production, and the challenges of the beer market come into focus. Companies that figure out the formula for a successful branding campaign can use that knowledge to sprint ahead of the competition.
Labels suit small batches
Sometimes, craft brewing is used as a catch-all term for anything less ubiquitous than Budweiser. In other cases, it’s applied to independent companies producing small amounts of beer at one time and in amounts that don’t financially support the printing of imagery directly onto cans. Ink World explained that in these cases, labels are a lifeline for breweries.
An inability to afford printed cans has made companies turn to other container types in the past. However, industry sources told Ink World there is now a push for buying cans with no branding on them, the same way a brewer would buy empty bottles, and then apply labels. This blank-can approach allows producers to create small batches of chosen beer varieties on a budget. Applying labels to cans also enables companies to change strategies, as they won’t be stuck with large stocks of screen-printed cans stating a particular message.
Content matters to buyers
The actual information and imagery on a product’s packaging is important to potential customers, according to Nielsen’s 2017 research on what craft beer customers want. The polling firm revealed 66 percent of shoppers in the U.S. rated beer labels either “very” or “extremely” important to their final purchase decisions.
While past experience may guide consumers to buy a beer variety, craft brewers are banking on getting people to try something new. Small breweries that have short histories or are constantly rolling out new brew formulas will likely be especially keen to win new shoppers over. Using the right design elements may determine whether a limited-time release sells out quickly or fails to make an impact with consumers. Therefore, breweries can’t afford to treat packaging as a afterthought.
To figure out which label printer will get your brand the best results, check out Optimedia Labs’ U.S. store and our Canadian page.