The craft beer market has exploded, and with it, the competition for attention on the shelf and in the cooler. Your beer label is often the deciding factor between a consumer grabbing your can or the one next to it. Here’s how to make your label work harder for your brand.
Design for the Cooler, Not the Computer
Most craft beer is purchased from a cooler or refrigerator shelf. Your label needs to be legible and eye-catching through a glass door, from several feet away, surrounded by dozens of competitors. Bold colors, high contrast, and a clear brand name are more important than intricate details that get lost at a distance.
Material Matters
Beer labels live in wet, cold environments. Condensation forms the moment a cold can or bottle hits warm air. Paper labels will wrinkle and fail. BOPP film with a waterproof adhesive is the standard for beer labels. Matte laminate has become especially popular in craft beer because it delivers a premium, tactile feel that invites consumers to pick up the can. Metallic film can add a distinctive shimmer for special releases.
TTB Requirements
Beer labels in the U.S. are regulated by the TTB (Alcohol and Tobacco Tax and Trade Bureau), not the FDA. You must obtain a Certificate of Label Approval (COLA) before selling. Required label elements include the brand name, class/type of beer, alcohol content, net contents, name and address of the producer or importer, and the government health warning statement.
Trends in Beer Label Design
Illustrative, artistic designs dominate the craft beer space — many breweries commission unique artwork for each release. Limited-edition labels create excitement and collectibility. Series of related designs across a product line build brand recognition while allowing variety. And the “no-label” clear label look is gaining traction for brands that want to show off the beer itself.
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