Digital printing has penetrated into every aspect of people's lives, and more and more brands are beginning to favor the printing of their labels, such as beer, using digital printing. The packaging of beer, especially its label, is often based on the style of the beer. Beer labels are usually black and printed on embossed or gold foil linen substrates; fruit beer labels are usually white and decorated with colorful fruit patterns. Today, these exquisite labels are printed using more affordable digital printing. For example, the “One Bottle of Hard to Find†American Beer Side Project (sub-plan) uses digital printing to print its labels. Whenever the craft brewery, which is madly sought after by beer enthusiasts, introduces a new beer, its brewery and tasting room are filled with loyal collectors of rare beer bottles. For consumers, the Side Project attracts them on the one hand because of its high quality. On the other hand, its distinctive packaging, especially the exquisite small wine label is also the highlight of the eye. Fine beer label For the Side Project, new product launches are the first and most important opportunity to attract consumers to buy. Because its brewery has limited production and the products are only sold in the sub-programmed specialty stores, a “one-stop†marketing model is needed. This means that as long as the Side Project does not intend to produce “flagship†products that are sold all year round, the traditional printing process is “unqualified†for its packaging needs. Tim Boss, the artistic director and photographer of the US Beer Side Project, said that most of the brand's beer varieties have an annual production of less than 1,000 bottles. This small production makes it difficult to use traditional printing, so the Side Project ( The deputy plan) The label of the beer is printed by the company. From the outset, Adam Heisler, Senior Account Manager of Haorui, proposed digital printing for the Side Project. The help of the company helped the deputy plan to have a unique wine label, which is fully compatible with its high-end Brand Positioning. “I don’t even remember whether we’ve discussed traditional printing for small-volume beer,†said Tim Boss. “For some styles of beer, we only need to print hundreds of labels. Adam told us at the time. Such a small production is not worth using the traditional printing process, unless we want to produce the 'basic models' that are sold in large quantities and sold all year round." Providing a "new model" for big brands Digital printing is suitable for small-volume production companies. This advantage has been evident in the “Niche Products†companies such as the US Beer Side Project. But for international companies such as Colgate, the potential benefits of digital printing are different. Ray Maas was the printing technology manager of Colgate before he retired in December 2017. He said that although Colgate has not yet put into digital printing technology on a large scale, the company has found some places where digital printing can be used. Ray Maas said that when Colgate produces samples, its appearance is usually produced digitally, but when the products are widely marketed, the product packaging still uses the traditional production process. However, Ray Maas believes that as e-commerce continues to grow, the consumption patterns in physical retail stores will become more personalized in the future, and digital printing will become one of the solutions for new production methods. “Assume that we offer custom labeling services on hand sanitizer bottles, and consumers can switch to any photo. This customized production requires digital printing technology,†says Ray Maas. For large brands, the biggest challenge in choosing digital printing is whether it creates an unprecedented new look. Big brands often have print houses that maintain long-term relationships. If they want to try to introduce a new service model, the new model must create great value. Ray Maas analyzed: “Reviewing any marketing ideas we put forward in the company, when we tell our ideas to the marketing department, the design department, and the purchasing department, the purchasing department can sometimes participate in the finalization of the plan, so it must be The refreshing whimsy can be invested in large-scale companies, and digital printing clearly has this potential." Excellent print quality In the past, the quality of digital printing made it incomparable to traditional printing, but the emergence of new technology has made it more competitive in the competition with offset and flexo printing technology, which can provide more choices for merchants. The Bent Distillery in Roseville, Minnesota, USA, requires a differentiated wine label and packaging. Bartley Bloom, founder and owner of Bent Brewery, is an unconventional artisan who combines alcohol distillation into the brewing process of whiskey, rum and liqueur, making himself a special The unique "steamer brewer" also makes the Bent brewery popular with consumers. The unique brewing process makes the small brand Bent brewery have a wide range of product lines, so it also needs to be tailored to the product packaging. Its bottled beer and spirits use a wine label on the packaging, while canned beer uses a shrink film sleeve label, some of which are produced year-round, while some are limited editions. Bartlett Bloom said that the use of digital printing is very helpful for Bent Brewery. "We don't plan to mass produce some series of wines. For these limited-edition products, digital printing is used to print their packaging. More economical, the quality of the packaging is also beautiful enough." It can be seen that the quality of digital printing has reached the expectations of the brand. The Dark Fatha at Bent Winery is an annual production that is suitable for printing labels on digital printing. Insist on cultivating users Early knowledge of digital printing to brands can help businesses determine whether to use digital printing. For example, although Bartlett Bloom is versed in brewing beer and alcohol distillation, but does not understand the packaging and printing of products, he said: "For Bent Brewery, the most important thing is not to be consistent with other competitors, but how Show the brand's charm in the market wave, how to choose the right digital printing or stick to traditional printing." For big brands like Colgate, Ray Mamas recommends developing a digital strategy as early as possible, rather than paper, because a small number of digital devices cannot support the company's entire product line. “The company may only want to prepare several digital presses, but I don’t think that these devices are capable of supporting the mass production of conventional products. Therefore, the productivity of digital printing equipment needs to be carefully evaluated. If each factory is equipped with only one Printing equipment, then the brand's strategy is a failure, and this production capacity does not meet Colgate's demand for production," Ray Maas said. Tim Boss of the American Beer Side Project is a graphic designer who is responsible for the design of all brands in the brand. In the design phase, he already knows how to make digital source files to ensure the printing effect, and he can mingle with the printing company. He suggested that when applying digital printing technology to small brands, it is necessary to have the brand's designers join the discussion. Letting people with an understanding of graphic design understand digital printing at the same time may be a good way to reduce communication costs.
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