1. Indigo Labels & Shrink sleeves Monique Cohen June 2017
Craft Beer Market
Indigo Labels & Shrink sleeves
Monique Cohen June 2017

2. Craft Beer Market is Growing
The Brewers Association believes that craft can grab a 20% volume share by 2020 in the US
Brewery Count: Five thousand strong and growing, there are now 5,005 breweries in the U.S. compared to 10,000 wineries. Almost all (99%) are small and independent craft brewers.
Continued Growth for the Segment: By mid-year, small and independent breweries grew by eight percent, reflecting dynamism and a bright spot for the domestic beer market
Freedom of Choice: Approximately 65 percent of craft beer lovers said they are drinking more craft specifically because it offers more variety. .

3. The US craft beer market
association/
Source : brewers association

4. Craft Beer Market characteristics and typical requirements
Quality
Craft brewers demand premium printing quality in a wider variety of materials to help them stand out on the shelf
Creativity
The artisanal soul of craft beer means that the materials of the label themselves as well as the designs also need to exude quality and exclusivity
Spirit of Independence
It’s all about being unique, different, creative. Many beer lovers drink craft beer because of the variety available and the freedom of choice
Smaller runs
Not only because of smaller businesses and breweries but because of the tendency to change graphics often, create limited editions and seasonal batches
Print on demand
Print what they need when they need it to manage and optimize their supply chains . This ability also allows them to easily try new flavours
Large corporations
Are seeking to reinvent themselves as craft brewers
Speed to market coupled with distinctive, highly quality packaging is vital for products to stand out

5. Uniqueness and artisan quality is key for the craft beer industry
Craft beer brands are competing amongst themselves to be the most visually impressive
Metallic substrates for foil effects
Trendy graphic design, illustrations and typography
Shrink Sleeves
Special Editions
Unique Substrates
Stone paper
Wood veneer
Parchment paper
Special Effects
Tactile varnish, foil, embossing
Bold graphics

6. Shift from Glass Bottles to Cans
Bottles continue to be the dominant package chosen by craft brewers, but that dominance has continued to ebb.
Shrink Sleeves on cans offer more shelf appeal degree marketing space
No design limitations with shrink sleeves and they are easy to change
Use of cans guarantee fresh beer (airtight, no light can penetrate)
Environmentally friendly
Portable, packable and stackable
The chill factor (chill more quickly than glass)
Myth busted - that beer from a can takes on a metallic flavor
Fresh Beer and No Skunks! We all know the best way to enjoy a hop-snappy IPA or crisp lager is when it's as fresh as the day it left the brewery. As absolutely no light can penetrate, so aluminium cans protect the beer from harmful UV light so there's absolutely no chance of nasty skunk characteristics and muted hop aromas. The canning process also creates a completely air-tight container so there's no chance of any air leeching under the crown cap and oxidisng the beer.Environmentally Friendly Unlike coloured glass, the aluminium in cans is able to be recycled time and time again with the recycling process typically using less than 10% of the energy to create a new can. The average US beer can is made from around 50% recycled material compared with bottles which have between 20% and 30% recycled glass.
Portable, Packable and Stackable Cans are designed to stack efficiently meaning no wasted fridge or storage space. They're also so much safer to carry and, being lightweight (around 20% of the weight of a 330ml bottle), are far more economical to transport.
The Chill Factor Aluminium cans cool down much quicker than their glass bottle counterparts meaning beer is chilled quicker - it's OK waiting for beer to chill when we've got time on our hands but in a busy bar who really wants to wait for a cold craft beer?
A Matter of Taste? It's a myth that beer from a can will take on a metallic flavour. This may have been true decades ago but modern production techniques include coating the aluminium with a water-based polymer lining that eliminates any contamination or unwanted flavours. Just like any beverage, there will be a slight metallic taste if drunk straight from the can but we always advise that canned (like bottled) beer is best enjoyed when poured into a glass where you can enjoy the aromas and colour of the beer

7. HP Indigo is a perfect fit for the craft beer market
Just in time production
High print quality
True Media versatility
Cost effective solution for any run length
Any label application (sleeve or pressure sensitive)
No limitations in design

8. HP Indigo Craft Beer Case Studies

9. Rocky Mountain Soda opts for metallic substrate for their custom craft beer to obtain high shelf appeal and a foil look without using foil
"Craft beer bottle labels with eye-catching materials such as metalized film or wood veneer were more likely to be purchased by consumers.*
Rocky Mountain Soda Company was created with one goal in mind:
quality. They custom craft each flavor in small batches and package
every bottle by hand.
The high standard of their products holds for their labels as well.
Rocky Mountain wanted the highest quality label for maximum shelf
appeal so they chose printing on the HP Indigo Digital Press.
Their soda labels are printed on metalized BOPP for a foil look without
using foil. Each flavor has a unique color so it’s easy to tell the flavors
apart.
Brand: Rocky Mountain Soda
Converter: : Innovative Labeling Solutions
Country: USA
Press: Indigo Digital Press
Colors: CMYK + W
Substrate : Matte Laminate - Polypropylene W/No
Adhesive 2 Silver BOPP W/Permanent Adhesive
* Study by Packaging insight

10. I bet you $20 you're gonna turn me down.
Wingman uses quirky humour to create conversation. Each label has a different pickup line
I bet you $20 you're gonna turn me down.
“Do you like
to dance? Well then
could you go dance
so I can talk to
your friend?
THE CHALLENGE ---
In a sea of brewers how can a new standout and get noticed quickly.
Their target audience is young adults with quirky humor.
We’d like to align our campaigns to specific events and audiences.
THE STRATEGY ---
Create differentiation.
Make each bottle truly different.
Appeal mainly to young adults with messages on product and Social Media connections/promotions on bottles.
THE RESULTS ---
High quality labels, each with different message.
Different versions mixed along the web so each bottle in a pack is unique.
Excuse me, I'm a little short on cash, would you mind if we shared a cab home together?
Brand: Wingman
Country: USA
Press: Indigo WS6000 Digital Press

11. Sun King Brewery used HP digital printing technology to produce custom basketball-themed graphics for a seasonal beer
HP Smartstream Mosaic
“Shrink Sleeves are ideal for new product launches and seasonal brews where smaller runs and innovative labeling are critical to success”
Print smaller runs and do more innovative things with the graphics. You are limited when printing on an alumnm can… The designers love it.
No limitation with the runs… They created a run for the Pacers – completely unique.
We are able to really go “wild “ with the graphics.
Give us full flexibility.
There are 100’s of breweries all competing for shelf space.
Brand: Sun King Brewery
Converter: Century Label
Country: United States
Press: HP Indigo WS6800 Digital Press
Colors: CMYK + White

12. Indigo printed shrink sleeves provide outstanding shelf appeal for the Walking Dead blood orange ale.
Brand: The Walking Dead
Converter: Quality Labels (QTL)
Country: USA
Press: HP Indigo Digital Press
Colors: CMYKW

13. Byra chooses a unique mineral stone paper for their craft ale that resists contact to water when put on ice.
BÝRA craft ale is a daring beer with characteristics that cannot be
found in industrial beers. As such they needed an extraordinary
label. For the ALPHA, SIGMA, and GAMMA varieties they chose a label
printed on mineral paper, made of stone that resists contact to water
when put on ice.
The fact that the paper label is not made from wood is appreciated
by environmentally conscientious consumers. The label is varnished
and embossed for a premium unique look that befits the unique beer.
Brand: Byra
Converter : Etilisa
Country: Spain
Press: HP Indigo WSS6000 Digital Press
Colors: CMYK
Substrate: Stone Mineral Paper

14. Hardywood Park label designs evoke a hand-drawn craft feel and incorporate a QR code to create interaction and engagement with the consumer.
The Hardywood Park label program truly demonstrates
the benefits and value of digital printing. In addition
to their mainstay beers, Hardywood Park Brewery
currently has three seasonal offerings and other
limited edition items as part of their reserve series.
Each brew has unique graphics that speak directly to
the flavor profile of the beer. The label designs evoke a hand-drawn craft feel and incorporate a QR code to
create interaction and engagement with the consumer. The quality of reproduction of the design elements
is flawless, including the fine text, signature, and the
drawing of the tree. The use of HP Indigo technology
made it possible for this craft beer brand to have a label
design that truly reflects the essence of their brand.
Without a doubt, this type of design would have been
challenging to achieve and too cost prohibitive to run in
small batch orders using traditional flexo printing.
Media Versatility
Brand: Hardywood Park Craft Brewery,
Converter: Innovative Labeling Solutions
Country: United States
Press: HP Indigo WS6600 Digital Press
Colors: 4 - CMYK
Run length: 9,800 units, 5,052 ft
Turnaround: 5 workrking days
Substrate: Eggshell

15. Eagle Rock Brewery achieves a stunning gold effect by printing on metallic substrate for great shelf appeal.
The Eagle Rock Brewery labels for the Equinox and the
Deuce beers showcase the quality of the HP Indigo print
platform. Although the HP Indigo presses cannot print
metallic inks, metallic substrates can be used to create a
great look. The Equinox and Deuce brands are completely
different, but can be printed simultaneously on the press!
Each label reflects the individual taste profiles of the beers.
White layers and screens of yellow are used to create the
gold on the Equinox label; while the no print and screens
of white are used on the Deuce label to create a frosted
appearance for eye-catching appeal.
Brand : Eagle Rock Brewery
Converter : Innovative Labeling Solutions
Country: United States
Press: HP Indigo WS6600 Digital Press
Colors: 4 - CMYK
Run length: 1,500 units, 1,285 ft
Turnaround: 5 working days
Substrate: Metalized paper

16. Rivertown Brewing Company disregards design limitations of conventional print
THE CHALLENGE ---
How to bring life to a brand?
Reduce inventory of package decoration
THE STRATEGY ---
Engaging the brand with a digital-minded designer.
Using the HP Indigo WS6600’s media gamut and print quality to create a unique, eye-catching series of labels.
THE RESULTS ---
Growth of 10 SKUs from 3 SKUs.
Print on demand vs. inventory.
138% growth since refresh of entire line.
Innovative Labeling Solutions has been the Rivertown Brewery’s label print partner since
the brewery’s launch. Initially the graphics were low resolution
and static, and were printed on standard semi-gloss material.
After about a year, we were able to convince them to hire a
graphic designer to help create compelling graphics and better
express the essence of the brand, as well as to move them from
a semi-gloss label to a white BOPP with a gloss lamination.
The result was a much more premium look for their craft beer.
The product line now has 16 versions, including six mainstays
that are available throughout the year and seven brewmaster
reserves and/or seasonal offerings. The plan for this craft beer
brand is to continue to evolve, refresh and add products to the
line – made easier by the flexibility, quality and speed with which
Innovative Labeling Solutions can deliver using the HP Indigo WS6000 press.
From 3 to 16 SKUs
Brand: Rivertown Brewing Company
Converter: Innovative Labeling Solutions
Country: United States
Press: HP Indigo WS6600 Digital Press
Colors: CMYK

17. Die Wiesn is a unique beer, launched as a limited edition for the Oktoberfest festivities
Press: HP Indigo press ws4500
Colors: 4 - CMYK
Run length: 3 units, 300 m
Turnaround: 5 working days
Substrate: BOPP branco perolizado
Die Wiesn is a special beer, launched in limited edition for the
Oktoberfest festivities. Producing labels for this limited edition
meant that sequential numbering, achieved using variable
data, had to be part of our print solution. The excellent layout
and printing of the label, produced at an accessible cost, added
value to the product and resulted in great market acceptance.
Brand: Cervejaria Bamberg
Converter: Indemetal Gráficos
Country: Brazil
Press: HP Indigo press ws4500
Colors: CMYK
Run length: 3 units, 300 m
Turnaround: 5 working days
Substrate: BOPP branco perolizado

18. Bud Light creates 200,000 Unique Colorful Cans with HP Smartstream Mosaic for Summer Festivals
Bud Light's internal creative team partnered with Vice and Diplo's L.A.-based record label Mad Decent to create the cans. Mad Decent's team created four custom cans; the 27 other designs were done by various artists.  These base designs became the seed design files for an HP Indigo Mosaic executed shrink can wrap production run of 200,000 sleeves.
Production DetaInnovative Labeling Solutions: Prime Packaging & Label (PPL) was selected by the Bud Light packaging innovations team to manage the production of this project. PPL working with another PSP Mossberg & Company Inc. produced the  wraps on a HP Indigo WS 6800 w/ Gen 8 device.
Bud Light has teamed with the Mad Decent Block Party music festival in the U.S. and Canada and created a line of limited edition Bud Light Festival Cans for the event.
Celebrating the music, culture and artistry of the Mad Decent Block Parties, Bud Light commissioned four Mad Decent custom labels and 27 artist-designed labels for the Festival Cans. Through unique packaging technology, the 31 designs have been transformed into more than 31 million possible graphics, so no two cans are exactly alike.
The 16-ounce Festival Cans will be available exclusively in the markets of the 2015 Mad Decent Block Party summer concert events, which will take place in 18 cities across the U.S. and Canada throughout August and September.
"The four Mad Decent custom labels and 27 artist-designed labels were inspired by the spontaneous and unexpected experiences that music lovers enjoy all summer long," says Alexander Lambrecht, vice president, Bud Light. "These bright, graphic Bud Light Festival Cans are like nothing you've ever seen from Bud Light–or any brand in the U.S.–and no two cans are alike."
HP Smartstream Mosaic
Brand: Anheuser Busch’s Budweiser
Converter: Prime Packaging & Label and MOSSBERG & CO.
Country: USA & Canada
Press: HP Indigo WS6800 Digital Press
Colors: CMYKW

20. Heineken boosts brand loyalty with Your Heineken personalized bottle promotion
W2P
THE CHALLENGE ---
Develop engaging new activity for brand loyalists.
Create self funding marketing program.
THE STRATEGY ---
Create easy-to-use online application that allows consumers to embellish their own bottle and order by the case.
Price at a premium to cover program costs.
THE RESULTS ---
2009 began pilot in Netherlands (30K in orders).
2010 expansion to Ireland and Spain.
2011 expansion to Switzerland, Italy, Greece, Austria, Mexico and Chile.
Brand: Heineken
Converter: Eshuis BV
Country: Netherlands
Press: HP Indigo WS6800 Digital Press
Colors: CMYK + HP Electroink White for Sleeves
Substrate: PET 45 micron film from Klockner Pentaplast

21. Sapporo’s Waku Waku Beer brews up personalized packaging for their consumers
W2P
THE CHALLENGE ---
Sapporo Beer wanted to jumpstart a declining market by offering personalized beer bottles online.
Kyodo Creation wanted to introduce a web-to-print capability to expand its business into the consumer sector
THE STRATEGY ---
Kyodo Creation invested in the HP Indigo WS6000 Digital Press as a flexible, fast digital print solution that could produce high-quality prints in small numbers within tight timeframes.
THE RESULTS ---
Print quality is unsurpassed and matched by speed and efficiency.
Sapporo received double the orders it was expecting for its new range of personalized bottles.
The HP Indigo WS6000 Digital Press provided the foundation for a new web-to-print service and has opened up new markets
Click for clip
Brand: Sapporo
Converter: Kyodo Creation
Country: Japan
Press: HP Indigo WS6000 Digital Press
Colors: CMYK

22. HP Indigo is a perfect fit for the craft beer market
Media versatility
Covering all substrates between microns thick, paper and synthetics
Capable of dealing with the most challenging rough- textured substrates in the industry
Print any off-the-shelf substrate with HP Indigo’s Inline Priming technology
Print quality
Gravure-matching print quality – easily match the most challenging graphics
Printed image maintains the same texture and gloss level of the substrate
Perfect registration from the first copy with HP Indigo OneShot technology
Color capabilities
Reaching up to 97% of the Pantone gamut
Superior color matching tools, powered by Esko
Accurate, consistent, repeatable color as of the first copy
Automated color management tools