How much competition is there in the craft beer market? The short answer is… a lot. According to a recent article in Forbes, there are more than 9,500 independent breweries in the United States. In overall market share, craft beer is near 25 million-barrel industry that makes up 13.1% of all beers produced yearly
While this is good news overall, it does pose a challenge to upstart brands as well as established brands launching new lines. With so many products out there, how does your brand stand out on a crowded shelf?
As the 20th-century humorist Will Rogers famously said; “You don’t get a second chance to make a first impression.” What you put on your label needs to reflect not only the product inside the bottle or can, but the person who is going to be buying it. So, to help you make sure you’re beer is effectively communicating what’s on the inside of the bottle with the customer who is going to enjoy it the most, we’ve come up with six steps that will help you choose the best label for your brand.
Defining your product: know what’s on the inside of the bottle/can
As a brewer, you know that not every beer or ale tells the same flavor story. A hoppy ale and creamy stout are on opposite sides of the palate wheel with pilsners and lagers somewhere in between–and sours are their own story! It’s job #1 of your label to communicate that flavor visually.
Defining your audience: know your target beer drinker
What type of craft beer a person likes can say a lot about their personality. There’s a common perception that stout drinkers treat what’s inside their pint glass like a fine wine, IPA drinkers tend to be the type of person who stays up to date on the latest trends, pilsner fans are straight up and classic and lager fans appreciate the craftsmanship. While this may sound like stereotyping customers, a lot of it rings true. Defining your target customer will be key in coming up with the right design for your label.
Designing eye-catching labels
Now that you’ve defined what you’re selling and who your target drinkers are, you’re officially in the design phase. It’s here where you determine how colors, logos, and imagery will communicate with consumers. It’s also here where you’ll realize that there isn’t a lot of room on a standard label to get that message across. Intentional word choices are important. Recognizable icons can help with repeat purchases. Just remember, all choices have to be in service of your brand.
Ensure your labels meet regulations
Your label is, in effect, advertising. So, what’s on your label needs to accurately reflect what’s in the container. Overall volume, alcohol content, health warnings, states where the container can be recycled, a UPC symbol, etc. legally need to be part of the overall design. This can take up some real estate on the label and may change the size of other visual components. Also, you’ll want to run any imagery by a legal department to ensure that the adult beverage that you’re selling isn’t inadvertently appealing to minors.
Choose your label type and materials
The definition and design phases are over. Now it’s time to put that great idea on a real label. It’s not enough that the label looks good on the drawing board, it has to hold up to moisture and the rigors of shipping and handling. Form follows function here. Choose materials that are sturdy enough to maintain your design from factory to truck to shelf to cooler. If not, it might be beer today, gone tomorrow.
Find a custom label company to make your vision a reality
The final phase is choosing a label company to make your plans a reality. Since 1992, InTouch Labels has been on the cutting edge of the digital printing revolution. Our team is made up of highly skilled individuals who are just as invested in your business as they are in the business of labels and packaging. We understand how important it is to work with a label printer who can be flexible to your needs, and we always put your best interest first. If you need something, we are just a phone call or email away, and we take pride in our quick response times.
