The growth of craft beer has placed a premium on speed to market and eye-catching designs. Avery Dennison, a global supplier of substrates and adhesives based in Mentor, OH, offers label converters a craft beverage portfolio that consists of films, papers, shrink sleeves and various specialty papers such as wood veneer.
“We are seeing a lot of people using our clear BOPP films for both bottles and cans,” explains Kristen Melison, product manager, Films, for Avery Dennison. “As more breweries are moving to cans, we are seeing a lot of films and shrink sleeves being used to decorate the cans rather than getting them pre-printed. Additionally, some breweries are looking at their seasonal or special release beers and experimenting with more unique stocks to help them grab attention and stand out on shelf.”
This is truly an industry where the label–perhaps more importantly than the beverage’s quality–will sell the product. A recent Nielsen “Craft Beer Category Design Audit” states that 66% of craft beer buyers say that a beer’s package/label design is “very” or “extremely” important for getting them to notice it in the first place, and 60% say that a beer’s package/label design is “very” or “extremely” important in convincing them to give it a try.
Pressure sensitive labelstocks allow for converters to maximize the bold colors and enhanced graphics commonly seen in craft applications. The materials also allow for greater label space, allowing for more brand decoration of the container and 360-degree graphics. “We have a number of unique materials that can easily be embossed or hot foil stamped,” she says. “Our adhesives are designed to stand up to high amounts of moisture, and when paired with clear facestocks they offer excellent clarity, adhesion, wet-out and water-whitening resistance.”
Digital printing has given the craft beer market a considerable boost, as many breweries will opt for short-runs and multiple SKU’s. Breweries might opt for seasonal varieties, and since they are selling locally, will not require millions of labels. This helps to avoid excess inventory and waste.
“Craft beer is small batch, and digital printing helps breweries by allowing more flexibility with minimums and only getting the amount they need,” explains Melison. “It also allows for easy regionalization or personalization, which is a growing trend. Additionally, it helps craft owners easily differentiate their brand. And in some cases, it can be a more economically-viable option when compared to pre-printed or direct print technologies.”
Digital label presses have even become a viable option for major brands like Coca-Cola, Nutella, Oreo and more. The ability to personalize products and leverage creative designs is a major boost for digital printers. This also happens to be the sweet spot of craft beer.
Melison anticipates that the craft beer space will only improve in the future. “We believe we will continue to see the expansion of craft within the entire beverage segment and start to grow within food,” she says.
Not only will craft beer continue to grow, other craft segments are expected to surge, too. Avery Dennison has noticed significant growth within ready-to-drink coffees and teas, spirits and wine. The supplier continues to work with converters and end users to make that its product portfolios meet each growing segment.
As with its other portfolios, Avery Dennison continues to place a strong emphasis on sustainable materials within the craft beverage space. The company’s ClearIntent portfolio is designed to meet demands from consumers and brand owners. Avery Dennison’s CleanFlake Adhesive Technology is increasingly being utilized for recycling PET bottles and containers, which are being utilized within the craft space, as well.