Labeling your craft beer isn’t just about aesthetics—it’s a complex process that balances branding, regulation, and production challenges. Whether you’re a startup brewery or scaling up operations, understanding the pros and cons of label types, print methods, and equipment quirks can save you time, money, and legal headaches.
Shrink Sleeves: Cheap Look, Real Problems
Shrink sleeves are common in the craft beer industry because they allow for full-can graphics without high minimum orders. However, they come with two major drawbacks:
- Recyclability: Most recycling centers require the sleeve to be removed before processing the aluminum, which puts the burden on the consumer—or worse, results in contaminated recycling streams.
- Static Cling: Machines applying shrink sleeves can stop mid-run due to static buildup, causing labels to stick together. This not only slows down production but can damage cans and waste materials.
For breweries aiming for a premium feel and sustainability, shrink sleeves often fall short.
Printed Cans: Professional But Pricey
Direct-to-can digital printing is growing in popularity and can look fantastic when done right. But unless you’re partnering with a company that offers low minimums (like 300–500 cans), you’re typically looking at trailer-load quantities to make it cost-effective.
And while the look is sleek, many still perceive these cans as lower-end, especially when the print lacks texture or depth. Also, design considerations are rigid—expect to deal with minimum color requirements (often 4-color process) and bleed zone limitations.
Adhesive Labels: The Sweet Spot for Most Craft Brewers
Pressure-sensitive stickers are by far the most common option for craft beer labeling, and for good reason:
- Low Minimums: Print just what you need, when you need it.
- Unlimited Design Freedom: Metallics, custom shapes, and finishes are all within reach.
- Speed: Stickers can be printed and delivered quickly, which helps with seasonal or limited-run batches.
However, it’s not always smooth sailing. Some applicator machines don’t handle metallic ink or foil well, and settings need to be dialed in carefully to avoid wrinkling or misalignment. Also, static and adhesive residue can still interfere with automation.
Don’t Skip the Legal Details
This can’t be stressed enough: if you design for professional distribution, know the TTB (Alcohol and Tobacco Tax and Trade Bureau) label requirements inside and out. From government warnings to alcohol content placement and font size, there’s no room for creative liberty here.
On top of that, your UPC barcode must be functional and scannable. A common mistake—often overlooked by enthusiastic but inexperienced team members—is improperly formatted or poorly placed barcodes. If your can doesn’t scan, it won’t sell at retail. That’s not just a hassle; it’s a compliance issue.
Final Thoughts and Who to Call
If you’re designing labels for breweries professionally, your job isn’t done after the artwork is approved. Take the time to visit canning lines, learn about roll orientation, and talk to operators. A beautiful design means nothing if it holds up production or violates legal standards.
Design with the applicator in mind. Design with the TTB in mind. Design with recyclability in mind.
Call (540) 389-6848 or Request a Custom Quote today! We invite you to leave us a review on Facebook or Google.
If you are a brewery looking to craft over 1,000+ labels, call Star Tag & Label for a free estimate. We specialize in professional label printing solutions tailored to the craft beer industry—helping you stand out on the shelf while staying compliant.
