![]() So, choosing the best stouts of the moment is probably a fool’s errand. Whether they’re flagship offerings from great breweries or one-off, barrel-aged masterpieces that change in flavor profile every day, stouts are among the most beloved, complex, and sought-after beers on the planet. There’s a reason beer nerds gather in dank cellars to swap precious, limited-edition, coal-black stouts, and why for some, Dark Lord Day brings more joy than Christmas morning. This brewery-first approach would appeal to the 40 percent of craft beer drinkers who look at brand first and foremost.IPAs tend to hog a lot of the beer-loving spotlight, but for true believers, the holiest of grails are those containing stouts. Drinkers are taught to recognize the brand name before a specific beer style. All other information, from beer style to name and origin, is secondary to the overarching brand. What are other breweries emphasizing on their labels, and what does that hierarchy say about their brands? Below, we’ve grouped the craft beer label landscape into four buckets: brewery-forward, beer style-forward, name-forward, and art-forward.Ī brewery-forward beer label puts the brewery brand front and center. As you go through this exercise, it can be helpful to look at what’s already out there in the craft beer world. The answers will inform not only your label design, but also who you are as a brewery, the way you brew, and the way you interact with your drinkers. ![]() Are you a traditionalist, or do you have a bit of a rebellious streak?.How much do your beer names say about who you are as a brewery?.Is it more important that drinkers know your brand name or your flagship beer?.Who is your ideal drinker? Describe them demographically and psychographically.The questions below can help you think strategically about what should be prioritized in design. By emphasizing different elements, your bottles and cans will attract different drinkers. Research tells us that different drinkers base their decisions on different beer label components. The remaining 40 percent look first at the brand.įinding Your Voice through Beer Label Design According to that study, 60 percent of weekly craft beer drinkers look first at the beer style. When you are at the store choosing a craft beer, which physical attributes of the packaging tend to make the strongest impression on you?Ī separate Nielsen study from 2018 focused on the label elements that beer drinkers look at while shopping for beer. Researchers asked, “When you are at the store choosing a craft beer, which physical attributes of the packaging tend to make the strongest impression on you?” Results show that the strongest impression comes from the design of the carrier/box, closely followed by information about where the beer is produced and the logo/brand name. In the same study, Nielsen looked at the packaging components that craft drinkers notice while shopping for beer. Sixty percent of those same buyers say that the package/label is “very” or “extremely” important in convincing them to buy. Beer Name: Not to be confused with the beer style, the beer name is a creative moniker for this particular beer (e.g., Southside Blonde, Tropic King, Cygnet).Īccording to Nielsen’s 2017 Craft Beer Category Design Audit, 66 percent of American craft beer buyers say that a beer’s package/label is “very” or “extremely” important for getting their attention.Beer Style: This is the type of beer inside the vessel (e.g., IPA, gose, pilsner).Brewery: This is the brewery’s brand identity (e.g., Modern Times, Omnipollo, Yo-Ho).Below are some of the components commonly found on a beer label. This article covers everything you need to know about creating a beer label that connects, from common components to studies on how craft drinkers shop and examples from real beer brands.įirst, for clarity’s sake, a few definitions. A great label speaks the language of its prospective drinker, emphasizing the right elements to convey personality and meaning. A big logo and flashy can may sound like the logical approach, but a truly successful beer label does more than shout from the already saturated shelves. While this growth is great news for the industry at large, it leaves many small brewers wondering how to stand out among the ever-increasing clutter. At grocery stores and specialty shops across the country, shelves are lined with craft options, each vying for the eyes of would-be drinkers. In 2017, brewers debuted more than 2,000 new products, 1,800 of which were craft beers.
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