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GET YOUR LABELS READY: IT’S ALMOST SEASONAL BEER SEASON  

Although it’s still summer, craft beer makers are already thinking about Fall and “fresh hops” season, a period notorious for a surplus of seasonal beers dominating the shelves. Higher sales and margins are at stake, so competition is fierce, and breweries are learning that how their cans look is just as important as how their beer tastes. 

Craft beer is one of the most exciting playgrounds for seasonal branding. It’s a place where design, material, and user experience meet. Passionate beermakers and creatives collaborate on a cylinder can – a curved canvas which invites top-shelf innovation.  

At ID Images, we’ve helped numerous craft beer companies meet this challenge, stand out, and make their mark in seasonal markets through distinctive can labels. With design support, a variety of materials and options, an easy ordering system, and guaranteed ship dates, we simplify everything to make sure the shelves are stocked. 

 

SEASONAL BEER SALES TRENDS 

According to the Brewers Association, an organization for small and independent craft brewers, the production of specialty and seasonal beers increases by approximately 15-20% during the Fall season alone.  

Volume sales in the seasonal beer segment also grew by 7% in 2023, outpacing growth of non-seasonal beers by 3%. So, while the entire industry is growing, seasonal beers tend to take the checkered flag. Beer makers have every reason to believe this trend will continue this year. 

According to Nielsen, sales of craft beers spike further around major holidays like Thanksgiving and Christmas. In 2023, there was a 22% increase in sales of craft beers in November and December compared to the rest of the year. While the “fresh hops” and pumpkin-everything season gets the sales machine going in September and October, the momentum continues through the New Year, and is sure to set up a surplus of opportunities once again. 

 

THE MAGIC OF FRESH HOPS SEASON 

There seems to be a magical aura that surrounds the fresh hops season, particularly on the West Coast. Beer makers and beer lovers look forward to this window of opportunity where new flavor profiles and possibilities emerge. 

Fresh hops season is usually in late summer or early fall, when green, unprocessed hop cones are harvested. The harvest season depends on the variety of hop, with early aroma varieties starting in mid-to late August and “alpha” varieties continuing into early October. 

Beer purists insist that hops are used within hours of being picked to preserve their volatile aromatic compounds, which can be up to twice as concentrated as those in dried hops. The resulting flavors are considered superior and more vibrant, and usually find their way into fan favorites like IPAs and pale ales. 

Like a recognizable wine, these hops have a distinct regional character. The aromatic and flavor profiles are unique to local farms, and discerning beer experts can often identify the country and region of origin from experiencing the final product. 

Seasonal craft beers produced in this context are strong candidates for creative naming and can labeling. These seasonal varieties can be named after the farm, city, or region where the hops came from, or can take on a more wild, esoteric, or inspired name that speaks to unique and eager customer segments. 

 

HOW WE DO IT 

Beer makers are chemists and natural artists. The best ones continuously surprise and delight followers with new recipes and varieties, and the Fall season is their time to shine. Some stick to just beer making, but those who understand the power of great labels often come to us with their ideas. 

These ideas are often wild and unexpected. The beer must be good, of course, but because the season can be a red ocean of competition, an unconventional label can become the x-factor that helps capture market share.

At ID Images, our ability to take seemingly abstract label ideas from breweries and turn them into a hot commodity has everything to do with the kind of inventory and systems we have in place. 

 

A SAMPLE OF MATERIALS AND OPTIONS 

Although we have too many to list, here is a sample of some of our most popular and innovative label options. A great label that captures attention requires the right combination of design, material, style, and ink. 

    • Standard Labels. Polypropylene stock that can be clear, opaque, or metallic. Can also have a foil layer for a sharp, reflective finish. 
    • Waterproof Labels. Water bounces off, but they are also oil and scratch resistant – and freezer proof. If your target customers happen to spend their weekends in ice-fishing shanties, this is the winner. 
    • Shrink Sleeves. Made of plastic film and applied using heat, which causes them to shrink tightly around the can, conforming to its shape, giving full 360-degree coverage. A robust solution that combines aesthetic appeal, durability, and flexibility. 
    • Sustainable Options. “Ocean-conscious” and “forest-conscious” stock.  Trade standard polypropylene material for film made from ocean bound plastic or from natural material salvaged from the wood pulping process. Eco-friendly brewers can signal their brand values in unique ways. 
    • Mosaic Printing. Tech that can form infinite unique images and labels from one artwork file, such as a logo or other brand mark. Make each and every can truly unique and one of a kind with this technology. 
    • Variable Data Printing. Takes multiple data sources and forms endless variations of designs, numbers, patterns, images, and colors. Creates unique brand expressions on each can without extra design fees. 
    • High-build Gloss. Glossy, textured areas on your labels. The whole label can be high-build, or just specific areas for various kinds of impact. When customers pick up a can, the added texture creates a novel experience which can persuade them to put it in their cart and not back on the shelf. If the texture is different, the beer must be!

 

Standard Sizes 

Standard sizes means that you can get high-quality material for less. Standard sizes include 3.5” x 7.5”, 3.5” x 8”, 5” x 7.5”, and 5” x 8”. We also offer custom sizes, but created a beer program with these standard sizes to reduce costs (and pass those savings to you) and increase ordering and shipping efficiency. 

 

Low Minimums

Speed to market is key during the seasonal beer season, and breweries often beta test a number of varieties. With us, you can choose a low minimum label order (as low as 2,000 labels per size) to get things going, and ramp up later when you know for sure you have a winner. 

 

Conclusion 

Although the craft beer industry has some big players, it’s largely composed of smaller outfits, often run by passionate visionaries fueled by an obsession with fermentation and, often, a fierce commitment to the age-old tradition of friends and strangers bonding over a cold one. 

Customers do, in fact, judge books by their cover. Beermakers are best when they push the boundaries of what can be done inside a can. At ID Images, our job is to push the boundaries of what is on the can, ensuring the cover attracts attention and purchases. 

ID Images has the expertise to bring your wildest label or shrink sleeve vision to reality, from initial concept through print-ready digital files, then onto the can and local shelves. Get ahead of the seasonal competition and contact us today!