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Avery Dennison Helps Craft Brewers Stand Out

June 20, 2014
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The number of North American craft breweries grew 15 percent in 2013, according to the Brewers Association. To help this rapidly growing market segment meet its branding needs, 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 for added protection against peeling, tearing and keeping labels intact after being submerged in an ice bucket or cooler. The new labels also provide faster changeovers, reduced waste and easier clean-up.

The paper, films and adhesives used give brewers the freedom to employ unique label shapes and the dynamic printing and finishing capabilities enabled by pressure-sensitive technology. For example, AC Golden, a small batch brewer and brand incubator in Colorado, is using Avery Dennison’s labeling to strengthen the image of its barrel-aged brew, Framboise Noir. The company chose 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 our brand story,” said Glenn Knippenberg, president and co-founder of AC Golden. “The label reflects our product’s barrel aging process.”

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