When you’re investing in custom craft beer labels, the finish isn’t just a cosmetic choice; it’s part of your brand identity, shelf appeal, and product protection. At InTouch Labels, a laminate or varnish is added to a label stock after printing to give the label a glossy or matte finish. Glossy and matte labels each have unique advantages, and the right choice depends on your product’s style, environment, and customer experience goals.
Glossy vs Matte: What’s the Difference?
At first glance, glossy and matte labels may seem to differ only in shine—but the finish impacts much more than appearance.
Glossy labels feature a smooth, reflective surface that makes colors appear more vibrant and full-color photographs more saturated. They create a bright, high-energy look while also adding a layer of protection against moisture.
Matte labels, by contrast, have a flat, non-reflective surface that gives them a soft, sophisticated feel. They often come across as more premium in hand and reduce glare under lighting.
It’s also important to note that not all finishes apply the same way across materials. Paper stock labels can be finished with either a matte or gloss varnish, but they cannot be laminated. Waterproof BOPP labels, however, can be laminated in both glossy and matte finishes, making them a strong choice for moisture-heavy environments. For added impact, a spot gloss varnish can be applied on a matte finish to highlight specific design elements.
When to Choose Glossy
Glossy finishes are a natural fit for beers that need color, energy, and shelf impact.
- Flagship or core beers that need to pop in busy beer aisles or crowded taproom fridges.
- Bright, colorful artwork (especially IPAs, fruited sours, and summer seasonals).
- Designs using full color photography (Wedding or Special Occasion brews).
- Water-heavy environments like ice buckets, outdoor events, or refrigerated displays.
- High-volume production runs when cost efficiency is important.
When to Choose Matte
Beers that need subtlety, texture, and a premium feel call for a matte finish.
- Limited or specialty releases like barrel-aged stouts, saisons, or anniversary brews.
- Minimalist or intricate designs where reduced glare keeps details crisp.
- Premium packaging, when paired with a spot gloss embellishment.
- Taproom-only small batches where you want a handcrafted or artisanal look.
How to Decide for Your Brewery
If your beer lineup includes both core and specialty offerings, consider using both finishes strategically, glossy for your everyday beers, matte for your limited runs. Ask yourself:
- What’s your brand personality? Loud and colorful, or refined and understated?
- Where will your beer live? Behind glass cooler doors, in ice buckets, or on taproom shelves?
- Do you want visual variety? Many breweries mix finishes to create differentiation between products.
Glossy and matte each bring their own strengths. The right choice depends on your beer, your brand, and how you want it to connect with customers.
Let’s Label Your Next Release
We’ll help you choose the finish that tells your beer’s story best. Contact the experts at InTouch Labels to discuss your project, get a sample, or request a quote!
