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Avery Dennison expands craft beer portfolio

June 17, 2014

Eight new label constructions include a semi-gloss paper with a wet-strength additive for added protection against peeling and tearing.

The number of North American craft breweries grew 15 percent in 2013, according to the Brewers Association. To help this rapidly growing market segment meet its branding needs, Avery Dennison Label and Packaging Materials has expanded its Craft Beer portfolio with eight new label constructions, including a semi-gloss paper with a wet-strength additive that delivers added protection against peeling and tearing.

“The Avery Dennison Craft Beer portfolio allows brewers to create a label that is as distinctive as their beer, enhancing differentiation and preference while ensuring they present the desired image to the consumer exactly as they intended,” says Laura Clark, global marketing director, beverage, Avery Dennison Label and Packaging Materials. “As sales of craft beer continue to grow and new competition enters the market, it’s important to distinguish one’s product in every respect.”

The Avery Dennison Craft Beer portfolio consists of paper and film materials with adhesives that stay on surfaces with heavy condensation, giving brewers the freedom to employ unique label shapes and the dynamic printing and finishing capabilities enabled by pressure-sensitive technology. Brewers can also benefit from the faster changeovers, reduced waste and easier clean-up associated with pressure-sensitive labels. The addition of a material with a wet-strength additive improves peel and tear resistance, keeping labels intact after being submerged in an ice bucket or cooler.

AC Golden, a small batch brewer and brand incubator in Colorado, is using Avery Dennison labeling to strengthen the image of its barrel-aged brew, Framboise Noir. The company chose Avery Dennison Cherry Veneer, which is made with real wood, to tell the story of the beer’s aging process. “Just as the wood barrels add complexity and illuminate the flavors in the beer, the wood label illuminates the most intriguing points of our brand story,” says Glenn Knippenberg, president and co-founder of AC Golden. “The label reflects our product’s barrel aging process and also signals to craft beer drinkers that our product is handcrafted for a unique experience.”
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