Quick Change Artists

As beverage marketers continue to offer an increasing variety of new beverages—and faster turnaround times between new offshoots of existing brands—package labeling technologies have raced to keep up.

One such technology is digital printing, which really has come into its own for beverage applications in the past several years, fueled by this desire to offer consumers an ever-expanding number of beverage choices. 

“What we’re seeing more and more consumer product companies leverage is only print what you need, when you need it and how you need it,” says Gary Bernier, Strategic Business & Brand Development, Labels & Packaging, HP Indigo and InkJet Press Solutions, AMS. “The whole concept of printing months and months of inventory on the assumption that you’re going to sell it is a business model that in many cases digital can replace by producing product on demand when they need it and how they need it.”

Craft beer has harnessed digital printing to a great degree, taking advantage of its ability to print shorter runs with faster turnaround times, and often at a reduced cost, according to packaging converter Innovative Labeling Solutions (ILS) in Hamilton, Ohio. “We’ve picked up 20 to 30 craft brewers over the past 14 months,” says Kathy Popovich, the company’s director of marketing. “So it’s definitely a booming market.” 

ILS uses HP Indigo digital presses, which are continuously being upgraded to meet the needs of the beverage market. In fact,  Eric Knop, ILS director of Business Development, says the HP equipment ILS is using is two and a half times faster and more efficient than the previous version. Adds HP’s Bernier, “Our last two presses, the WS4500 and WS6000, were released in 2008, shipping in 2009. And at this year’s Label Expo and Pack Expo we showed the next updated models, the WS4600 and WS6600. And with each update there’s enhanced offerings when it comes to productivity, quality and efficiency.”

Green Benefits, and More

Label suppliers are focusing on providing more eye-catching labels to get the drinks noticed on the shelves, while also using either less material or more sustainable material, something that has become increasingly important to beverage marketers.

For example, label supplier Fort Dearborn says it has noticed a continued trend in the beverage market toward downgauging labels and a growing interest in eco-friendly labeling materials, such as recycled paper, recycled wet strength paper, EarthFirst PLA films and soy inks. 

At the same time, Fort Dearborn offers synthetic materials for cut & stack labels (now available in clear and metallized as well as white) to provide an upscale look, durability and moisture resistance. Clear film substrates are also available for pressure sensitive for a more natural/upscale look. For shrink sleeve labels, high-yield PETG film, a white substrate, provides an upscale matte finish that offers higher opacity and light blocking capabilities. Fort Dearborn’s latest advancements in the area of inks and coatings for on-shelf differentiation include: fluorescent, glow-in-the-dark, scratch-and-sniff and thermochromatic inks and various coatings such as acid etch, frosted, pearlescent, holographic, matte and soft touch.

Pressure-sensitive label material manufacturer Avery Dennison says it recently introduced what it calls a “revolutionary” technology:  ThinStream, which allows the die-cutting of labels with a liner as thin as 12 microns, half of the current minimum in the market. ThinStream technology also eliminates die strikes, one of the industry’s top quality concerns.

Avery Dennison has also introduced Polyphane Fit, a roll-fed sleeve film that delivers shrink ratios up to 50 percent. Targeted primarily to beverage, it offers a shrink ratio that is among the highest available, the company says. This feature allows brand managers and packaging designers the opportunity to use a broader range of contoured bottles.

“Capturing consumers’ attention within seconds at the store shelf is critical,” says Laura Clark, marketing director for food and beverage, Avery Dennison. “The physical shape of the package is a key element of the overall brand experience. And contoured packages, with eye-catching labels, offer a compelling way to differentiate national and private label brands.”

Polyphane Fit can wrap up to 60,000 bph; can be printed using flexo, gravure, offset and digital and can be applied with all seaming processes.