Some people might say we’ve reached “peak beer.” Craft beer is no longer a quirky, regional niche. Instead, it’s a mature industry with new microbreweries opening every month. That’s exciting but also a little stressful for smaller brewers across the country. With so many options on the shelf, how do you make sure people grab your can or bottle?
The answer starts with your beer label.
Your beer could be the best in town, but people may never taste it if your label doesn’t grab attention. In today’s crowded craft beer market, great flavor isn’t enough. You need a look that speaks for you.
That’s where custom beverage labels come in. The right label can tell your story and speak your vibe. It can build trust. It can help you stand out and, most importantly, sell more beer.
This guide is for craft brewery owners like you. We’ll walk you through the basics of craft beer label printing. Below, you’ll learn how to:
- Pick the right beer label type for bottles or cans
- Keep your look fresh without blowing your budget
- Choose a printing method that fits your size and speed
- Stay ahead of design and labeling trends
Let’s help you create custom labels that fit your brand—and your budget.
Why labeling matters in the craft beer world
The fact is, people do judge a beer by its label.
Before someone ever pops the cap or cracks the can, they scan the shelf. And most shoppers don’t have time for a deep dive into every option. They make split-second choices based on what catches their eye.
That’s why your beer label matters. A lot.
Here’s what the data says:
- 66% of craft beer drinkers say label design helps them notice a new beer
- 60% say it helps them decide what to try
- And 1 out of every 3 purchases is influenced by packaging
(sources: Nielsen and Craft Brewing Business)
That’s huge.
Your beer label isn’t just some sticker you slap on at the end to tell people the alcohol content. It’s your opening handshake and your first impression. A well-designed custom craft beer label does more than look good. It builds trust. It shows care. It gives customers a feel for what’s inside the can or bottle. That’s especially important for microbreweries that are still building their name.
And with so many craft beer breweries out there, your label might be your best shot at standing out. So don’t just think of it as packaging. Think of it as marketing you can hold in your hand.
Label materials: choosing what’s right for your brew
When it comes to labeling your beer, one size definitely does not fit all.
Different beers, containers, and use cases require different types of labels. Knowing your options is worth it if you’re trying to balance quality, cost, and speed.
Here’s a quick breakdown of the most common types of custom craft beer labels:
Pressure-Sensitive Labels
These are the most popular, and for good reason. They work like fancy stickers. Just peel and apply. Why brewers love them:
- Great for both custom beer bottle labels and beer can labels
- Easy to apply by hand or with a machine
- Tons of material and finish options
- Ideal for short runs and seasonal releases
Heads up: You’ll want to choose a finish that holds up to moisture and cold temps (more on that in a sec).
Shrink Sleeves
Shrink sleeves wrap around the whole can or bottle. Then heat is used to shrink them tightly into place. Why brewers use them:
- Full-body design = maximum shelf impact
- Great for cans that need bold, wraparound branding
- Super durable and moisture-resistant
Keep in mind: You’ll need special application equipment or a partner who can do it for you.
Paper vs. Film Materials
Paper labels are budget-friendly and classic, but they don’t hold up well in ice buckets or coolers. Film labels (like BOPP) are water-resistant, scuff-proof, and give a clean, premium look.
So, what’s right for your brew?
Bottles do well with pressure-sensitive labels, especially on small batches. Cans shine with film or shrink sleeves—especially if you want a bold look in a cooler. Choosing the right label type helps your beer look great and hold up from ship to sip.
Printing technology: what microbreweries need to know
Let’s talk about how your beer labels actually get made.
There are two main ways to print custom beverage labels: digital and flexographic. Both do the job, but they’re built for different needs.
Digital Printing
Digital printing is perfect for microbreweries making smaller batches or switching designs often. Why it works:
- Fast setup and turnaround
- Low minimum order sizes
- Easy to update designs for new beers or seasonal releases
- Great for test runs and limited editions
Think of it like the craft brewing of label printing—flexible, creative, and fast.
Flexographic Printing
Flexo (for short) uses printing plates and is better for big, consistent runs. Why it works:
- Best for high-volume printing
- More cost-effective per label when ordering in bulk
- Consistent quality at scale
Note: There’s more setup involved, so flexo printing is not ideal for fast changes or short runs.
Want to Stand Out?
You can add extra flair with custom label touches like:
- Foil stamping for metallic shine
- Tactile finishes that you can feel
- Versioned designs (like the same can with different art or names)
These upgrades can make a big impact, especially in a crowded cooler section.
Partner or Print In-House?
Some breweries look into in-house printing, but it can get expensive—fast. The equipment, materials, and learning curve add up. Most craft brewing teams are better off with a reliable print partner who knows the ropes.
A good partner will help you balance quality, speed, and cost—so you can focus on the beer.
Staying ahead of the curve: trends in product labeling
Many craft beer fans choose a brew based on more than taste. The beer they drink says a little about themselves, too. That’s why keeping up with the latest trends in beer labeling can help your brand connect with today’s drinkers.
1. Eco-Friendly Materials
More people want to support sustainable brands.
- Labels made from recycled paper or plant-based film are on the rise
- Water-based inks and compostable liners are becoming more available
- Less waste = more love from conscious consumers
Sustainable labels don’t just help the planet—they boost your brand story.
2. Smart Labels
Tech is making its way to the beer aisle.
- QR codes let fans scan to learn more, find food pairings, or join your mailing list
- AR labels (augmented reality) can show animations or videos
- Traceability helps you share your sourcing and brewing process
These tools are great for craft beer breweries with a story to tell.
3. Localized, Personal Labels
Customization is huge right now.
- Breweries are printing series-based labels for neighborhoods, events, or collabs
- Seasonal artwork or limited-run designs keep things fresh
- Fans love collecting unique beer cans
Your How-To Action Plan: From Concept to Shelf
Alright, so you’ve brewed up your beer; now we just need to get it to the people. Here’s a simple step-by-step plan for creating standout custom beverage labels:
1. Define Your Brand Identity
What do you want people to feel when they see your label? Playful? Bold? Local? Get clear on your voice before you design.
2. Choose the Right Label Format
Pick a format that fits your beer and your goals. Bottles? Cans? Short runs? Fridge or cooler? Think about material, durability, and shelf impact.
3. Partner With the Right Printer
Find someone who works with microbreweries and understands the pace of craft brewing. Look for flexible turnaround times and support with design services.
4. Approve Print-Ready Designs
Work with your printing company to finalize everything—label size, bleed, resolution, and file type. Catching issues now saves big headaches later.
5. Launch and Iterate
Start small. Test. Get feedback. Adjust your label strategy as your brewery grows. Stay flexible—and stay creative.
Pro Tip:
Avoid last-minute rushes by planning label needs alongside your brewing schedule. Give yourself a cushion. That way, you avoid delays and costly reprints.
With the right plan and printing company, your custom beer labels will show off your style and build brand recognition—one sip at a time. Your label is more than packaging; it’s part of the experience.
For small breweries, smart label design can be the difference between blending in and standing out. When your custom beverage labels reflect your craft, people notice—and they come back for more. Need help bringing your vision to life? Let’s talk. We help microbreweries like yours design, print, and deliver standout labels—on time and on budget.
