The label material looks cheap? It doesn’t year, because it’s extra work and requires A wide variety of papers, films and
have additional decoration for a premium further government approval. But if you specialised materials are available to
feel – embossing or foiling? love beer, isn’t it interesting to learn accommodate the most innovative
the details that went in to produce the craft beer label ideas. These choices are
If there are too many “yes” answers to
those questions, it’s an ugly label.
taste? How and who brewed it, where
the ingredients came from, organic
Bad labels fail in other ways. They are credentials, recipes that could use the
often ugly, but also fail to convey any beer? The list of relevant changeable
useful information other than the bare information is almost inexhaustible. But
requirements. The bottle should explain
as much as possible about the beer
has it been carefully curated and clearly
available for both beer can labels and
beer bottle labels include clear-on clear
films, metallised papers and films, glossy
bright white materials, laminated foils and
traditional uncoated papers – all in a vast
range of colours and textures.
displayed? This can be done by adding a This shelf impact study white paper
peel able part to the label that provides mentioned earlier showcased the head-
additional information, underneath or turning impact of substrates in helping
GOOD LABEL? THREE KEY ELEMENTS: offers a detachable coupon. Imagination craft beer brands stand out - gauging
IT’S PLEASING TO THE EYE…. …That’s what separates Great labels from which substrate held a customer’s
average ones. attention the most the results were 1st
inside.
SO WHAT CONSTITUTES A REALLY
DECORATIVE
We all have our own tastes, but as far as
Beer labels go, I’d bet that there’s a lot of
THE LABEL SUBSTRATE AND
DECORATION MATTERS TOO
agreement. When purchasing a beer for Differentiation is driven by substrate
the first time or choosing to try a different materials providing a distinctive look that
brand what do we consider? A decorative captures customer awareness.
front label that’s attractive by itself and
also within the range of products offered
under the same brand, yet stands out in a
sea of competing bottles on a retail shelf.
high Gloss Finish, then wood veneer effect
with third place customers taking a shine
to metallised film. 46% thought metallised
labels were the most expensive option. The
study found a strong correlation between
fixation duration and product selection
SUMMARY
Shelf impact is a major concern for all
brand owners – especially within a growing
and crowded industry like craft beer. Craft
Decoration comes in a number of forms brewers have unique stories of how their
– Screen is effective on clear labels for a recipes, breweries and processes bring
raised appearance. Cold and hot foiling their best product consumers. By using
offer metallic distinction in a number of eye-catching labels, branding and graphics,
colours. Embossing and debossing are brewers can tell the story and connect
affective in offering a more traditional with consumers and influence purchase
appeal. decisions.
RELEVANT INFORMATION IS CLEARLY Measuring the Impact of Label Materials
DISPLAYED. on Craft Beer Purchase Decisions – study
Look for this on the back label. Most
Breweries don’t update the details every
can be found here.
www.opmgroup.co.uk
FDPP - www.fdpp.co.uk 45