Avery Dennison Label and Packaging Materials has expanded its Craft Beer portfolio with eight new label constructions, including a semi-gloss paper with a wet-strength additive that delivers added protection against peeling and tearing, to help brewers stand out in this growing market.

Avery Dennison quoted figures from the Brewers Association, an organization to promote and protect small and independent American brewers, their craft beers and the community of brewing enthusiasts, which records the number of North American craft breweries as growing by 15 percent in 2013.

The Avery Dennison Craft Beer portfolio consists of paper and film materials with adhesives that stay on surfaces with heavy condensation, so allowing brewers to deploy unique label shapes, and printing and finishing capabilities enabled by pressure-sensitive technology. Brewers can also benefit from the faster changeovers, reduced waste and easier clean-up associated with pressure-sensitive labels.

The addition of a material with a wet-strength additive improves peel and tear resistance, keeping labels intact after being submerged in an ice bucket or cooler.

Laura Clark, global marketing director, beverage, Avery Dennison Label and Packaging Materials, said: ‘The Avery Dennison Craft Beer portfolio allows brewers to create a label that is as distinctive as their beer, enhancing differentiation and preference while ensuring they present the desired image to the consumer exactly as they intended.

‘As sales of craft beer continue to grow and new competition enters the market, it’s important to distinguish one’s product in every respect.’

AC Golden, a small batch brewer and brand incubator in Colorado, is using Avery Dennison labeling technology to strengthen the image of its barrel-aged brew, Framboise Noir. The company chose Avery Dennison Cherry Veneer, which is made with real wood, to tell the story of the beer’s aging process.

‘Just as the wood barrels add complexity and illuminate the flavors in the beer, the wood label illuminates the most intriguing points of our brand story,’ said Glenn Knippenberg, president and co-founder of AC Golden. ‘The label reflects our product’s barrel aging process and also signals to craft beer drinkers that our product is handcrafted for a unique experience.’

Written for: Labels and Labeling Magazine

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