The US craft beer market remains highly competitive, with more than 9,000 breweries (as estimated in 2025) vying for attention on increasingly crowded retail shelves. With flavor often discovered after purchase, packaging – particularly the label – has become a critical point of differentiation.

Beer labels have always been more than mere packaging. They are often the first thing a beer drinker encounters prior to trying a brew for the first time. Call it a first impression steeped in color, texture, and typography. In today’s beer market, label design and material choice have become key differentiators that shape shelf appeal and performance from brewery to cooler.

The Brewers Association reports that 71% of craft beer consumers make their purchase decisions in-store, underscoring the power of bold, visually compelling label design that can influence buying behavior at the all-important moment of truth.

For converters, brand owners, and material suppliers, the beer label segment remains vibrant and competitive. Brewers are pushing aesthetic boundaries while demanding reliable performance in cold, wet environments. The result is a blend of design innovation and material technology that continues to expand opportunities for narrow web label printers.

Despite broader economic headwinds in some segments of manufacturing, the beer label market – though described as mature – remains healthy. Craft and regional brewers continue to expand their portfolios, and larger breweries are investing in packaging refreshes and seasonal campaigns. All these things are driving label demand.

Converters report that beer labels are a resilient segment, buoyed by strong retail presence and evolving branding strategies. The convergence of the proliferation of digital print, material innovations, and design versatility positions beer labels as a sector ripe with opportunity.

Jarod Hernandez, product manager, Wine, Spirits, and Craft Beverage Label Solutions, UPM Adhesive Materials – Americas, comments, “The beer category itself is relatively mature, but the label market remains active due to continued innovation within brewery portfolios. Craft breweries are leaning into frequent new releases, brand refreshes, and adjacent categories such as non-alcoholic and alternative beverages.

“While traditional beer volumes may be flat in some segments, growth is coming from diversification. New SKUs, limited releases, and emerging beverage styles continue to drive demand for flexible, high-performing labeling solutions,” Hernandez says.

Kim Hensley, senior marketing manager, Prime Films, Mactac, concurs regarding a mature market, and notes where some additional opportunities can be found. She says, “Industry reports for 2025 are showing that while craft beer retail sales are up, overall volume was down during the first half of the year. This suggests a maturity in the market, where brewers will focus on core, established products instead of a broader portfolio. That said, however, there is strong growth in ready-to-drink cocktails and non-alcoholic beers, which is creating opportunities for label innovation and growth.” 

Label Formats Grow with Market Needs

Beer label formats have diversified over the years as brewers adapt to new packaging styles, branding strategies, and regulatory demands. Full-body wrap labels remain a popular choice for both bottles and cans, giving brands maximum surface area for storytelling, bold graphics and decorative effects. These labels allow designers to fully leverage the container as a canvas – a distinct advantage in crowded retail coolers.

At the same time, many traditional and regional brewers continue to rely on classic front-and-back label configurations. This familiar format pairs a strong primary brand mark on the front, with detailed product information, legal copy, and storytelling elements on the back, offering clarity and consistency while maintaining visual appeal.

Shrink sleeves have also gained traction, particularly for brands seeking dramatic, 360-degree graphics or working with uniquely shaped containers. Sleeves provide full coverage and excellent durability, making them well suited for eye-catching designs and high-impact seasonal or limited-edition releases.

Hernandez says, “Shrink sleeves remain prevalent, largely due to their speed-to-market and ease of design changes. That said, pressure sensitive labels continue to gain share and are increasingly becoming the preferred option for many craft breweries. PSL formats offer greater control through lower minimum order quantities, faster iteration, and improved supply flexibility. This allows breweries to adjust branding, artwork, or seasonal offerings without overcommitting inventory.”

For beers requiring additional space for ingredient disclosures, regulatory content or interactive features, multi-panel constructions and peel-back labels are becoming increasingly common. These extended-content formats allow brewers to communicate more without sacrificing shelf presence or design integrity, giving converters additional opportunities to add value through creative label constructions.

Printing Processes in Demand

Beer labels are produced using a range of printing technologies. Process selection is driven by run length, turnaround time, budget and desired visual impact. Flexography remains the backbone of high-volume beer label production due to its efficiency and consistent quality on both paper and film substrates.

Digital printing has become an important tool for converters serving the beer sector. Inkjet and electrophotographic (EP) digital presses enable short runs, rapid changeovers, and variable artwork without the need for plates. UV inkjet presses have gained traction for their ability to print vibrant colors on coated films while delivering strong adhesion and durability.

Hybrid press platforms are also drawing interest, combining digital print engines with flexo units. These presses allow converters the flexibility to switch between short- and long-run work within a single production environment. As breweries continue to expand SKU counts and refresh designs more frequently, converters are increasingly relying on a mix of printing processes to remain competitive.

Mactac’s Hensley says, “Shorter label printing press runs are a defining characteristic of craft breweries. Many operate with smaller production volumes, particular for seasonal and specialty offerings, which requires fewer labels and greater flexibility in printing.”

Balancing Performance and Aesthetics

Material selection plays a critical role in beer label performance, as labels must withstand cold temperatures, moisture and repeated handling without failing. Paper stocks remain popular for brands seeking a traditional or artisanal look, particularly among craft brewers. Both coated and uncoated papers are widely used, though attention must be paid to adhesive selection and topcoating to ensure labels hold up.

Synthetic films such as BOPP and PET continue to gain share due to their superior wet strength, dimensional stability, and resistance to scuffing. These materials perform reliably in ice buckets and coolers, and are well suited for premium embellishments such as foils, spot varnishes and high-gloss finishes. Shrink sleeve materials, including PETG, offer full-container coverage and allow for bold, uninterrupted graphics, making them a popular choice for high-impact branding.

Adhesives and coatings are just as critical, particularly cold-temperature adhesive systems engineered to maintain tack when there’s condensation. Functional coatings protect printed surfaces while enhancing visual depth and durability. At the same time, material suppliers are developing recyclable and sustainability-focused constructions that meet performance requirements while meeting environmental goals.

“Breweries should select labels that not only deliver an eye-catching aesthetic that differentiates their product from their competition but also performs reliably,” Hensley says. “Considering that beer is stored across a wide range of conditions – shelved at room temperature, refrigerated, or submerged in ice-filled coolers – labels must be engineered to withstand temperature shifts and moisture exposure. If a label fails or detaches, branding is lost and the perceived quality of the product is immediately diminished. This is where hot-melt adhesives excel. With quick tack and strong adhesion, hot-melt adhesives ensure labels stay stuck to bottles and cans.”

Adhesive performance is critical, and this is where Mactac differentiates itself, Hensley says. She explains, “For applications requiring acrylic adhesives, 640-AT is perfect for cold and damp environments. Mactac’s industry-leading hot-melt adhesive, CHILL AT, is engineered with a rubber-based formulation that forms a strong initial bond and a secure, lasting adhesion. CHILL AT excels in cold and wet conditions yet performs reliably across a wide temperature range. Its water-resistant properties help maintain adhesive integrity and label aesthetics when exposed to moisture.” 

Pat Vetter, national account manager at Wausau Coated Products, enphasizes important factors to consider at the label application stage. “This includes your setup, such as how much room you have which relates to how fast the process goes – the more time the bottle has to dry before being labeled, the better the label is applied. You also need to ask how hot or cold the bottling/labeling room and bottle is, as well as how wet or dry the environment is.”

Beer labels present unique technical and operational challenges. Moisture exposure remains the most persistent issue, with condensation and cold storage placing constant stress on label materials and adhesives. As a result, converters increasingly rely on rigorous testing protocols to validate performance before production.

Vetter adds, “Moisture, condensation, ice buckets, and cold-fill environments – all of these elements play a huge role in beer labels. These conditions can make PS labels hard to apply or hard to keep applied. To fix this, you have to calculate the make of all components to extend the label’s life in ice buckets, and using paper like our Ever Opaque, which is made to last in these environments.”

According to Hernandez of UPM Adhesive Materials, success starts with ensuring the adhesive fully wets out and adheres to the container surface. “From there,” he says, “The face material must be compatible with cold, wet conditions throughout the product’s lifecycle. Advances in adhesive technology now allow for reliable performance across a wide range of substrates, helping labels maintain integrity from application through consumption.”

Top 10 Material Trends for Beer Labels in 2026

1. Cold-Condition Optimized Stocks: Label materials engineered for repeat refrigeration and condensation resistance continue to lead the segment. These substrates pair moisture-tolerant adhesives with wet-strength faces to reduce edge lift and label failure on chilled containers.
2. Recyclable & Repulpable Options: Converters are seeing increased demand for recyclable paper and film stocks that meet recycling stream requirements without sacrificing performance. Repulpable facestocks and water-soluble adhesives help brands align with sustainability goals.
3. Metallic & Premium Films: PET and BOPP films with metallic surface effects remain popular for premium and seasonal brews. These substrates lend visual impact while keeping dimensional stability – especially on sleek aluminum cans.
4. Soft-Touch & Specialty Textures: Textured papers and soft-touch coatings add tactile appeal and brand differentiation. These finishes, when paired with robust adhesives, hold up well in wet environments while enabling a high-end look and feel.
5. Shrink Sleeves for Full-Body Coverage: PETG shrink sleeve materials support vibrant 360° graphics and accommodate complex shapes. Their resistance to distortion in cold and wet environments makes them ideal for both craft runs and large commercial batches.
6. Extended Gamut & Opaque White Compatibility: Advanced film stocks that handle extended gamut printing and high opacity white ink are becoming popular. These materials support richer, more consistent color across label runs – especially for bold, detailed artwork.
7. Sustainable Film Alternatives: Bio-based and recycled PET (rPET) films are gaining traction, allowing brewers and converters to communicate sustainability without large format performance trade-offs.
8. High-Performance Adhesives: Cold-water tack adhesives specifically formulated for sub-ambient conditions ensure reliable adhesion on condensation-prone surfaces. Edge-seal chemistries and acrylic adhesive blends reduce label lift in cold chain environments.
9. Pressure Sensitive Labels with Barrier Layers: For export or long-shelf-life beers, barrier-enhanced materials protect against moisture migration and maintain print integrity even after prolonged handling and chilling.
10. Digital-Ready Substrates: Substrates engineered for digital presses — especially inkjet and electrophotographic platforms — support shorter runs, variable data and rapid changeovers. These stocks offer consistent dot gain control, adhesion, and durability without sacrificing aesthetics.

Shimmer and Shine, tactile effects

Hernandez says that from a material standpoint, white and metallized BOPP remain the most used substrates. “Clear BOPP continues to grow in popularity as brands look to leverage the can itself for visual impact, achieving shine and depth without relying solely on metallized films. For core, on-shelf offerings, breweries often rely on white or metallic BOPP to maximize shelf impact and color vibrancy. Clear BOPP is increasingly used to create a more integrated or “no-label” look, particularly on glass,” he says.

For limited or special releases, Hernandez says many breweries are moving toward premium paper stocks. “Textured and tactile papers help elevate the experience, creating both visual interest and a physical connection once the product is in the consumer’s hands,” he says.

Another emerging trend is incorporating diecut or peel-away elements into label artwork, explains Hernandez, adding, “This allows part of the label to function as a sticker, creating added value for consumers while extending brand visibility beyond the package itself.”

Wausau Coated’s Vetter adds, “Trending materials include Rainbow holographic, metallized, 44 PK products, and products with 890/885 adhesive.”

Mactac’s Hensley also sees the preference for BOPP. “Chrome polypropylene, or BOPP, is a popular choice in beer labeling due to its distinctive mirror-like finish that delivers a compelling no-label look on aluminum cans. The reflective, metallized appearance enhances store shelf presence and helps products stand out,” she says.

Mactac offers a comprehensive portfolio of PS labelstocks engineered with a variety of facestocks and finishes to meet the needs of converters and craft beer brand owners. “Designed for both bottles and aluminum cans, these solutions deliver reliable performance while elevating brand presence on store shelves. Mactac’s Vivid Prime Films product lineup includes clear, white, and its newest chrome BOPP offerings, alongside semi-gloss prime paper facestocks. Film labels, in particular, enhance branding through eye-catching visual effects such as metallic sparkle while delivering exceptional durability and reliability to keep presses operating efficiently,” says Hensley.

Design Trends

One of the most compelling shifts in beer labeling in recent years from a graphic arts standpoint is the embrace of bold, expressive design. While label converters have risen to the challenge with creative print techniques and substrate choices, craft brewers are favoring visuals that reflect brand story, regional identity, or artistic mood. Trends include: 

Illustrative Graphics: Hand-drawn artwork, vibrant character illustrations, and thematic motifs.These designs often leverage rich detail and textured elements that reward close inspection.

Minimalist & Vintage Revival: Breathing room and simplicity remain strong. Vintage typography, restrained color palettes and clean layouts deliver heritage branding or a more refined shelf presence.

Variable & Series Labeling: Many breweries now release rotational artwork or small-batch series that require short runs, quick changeovers, and variable data workflows.

Hensley says, “Packaging is all about shelf appeal at the point of sale. Brand owners have only a few seconds to capture attention and influence purchasing decisions, making the labels on bottles and cans as critical to brand perception as the product itself.”

“Innovation is increasingly driven by how breweries use labels as a communication tool,” Hernandez concludes. “As brands continue to evolve their portfolios and connect with consumers in more intentional ways, material selection will play a key role in supporting differentiation and storytelling.”

Beer label converters must balance compliance, performance, and sustainability without sacrificing print quality or efficiency.

Peel-and-Reveal beer label printed on Domino N610i showcases creativity and technology in harmony

UK-based label converter Labelnet and Hackney Church Brewery have joined forces to produce a peel-and-reveal label on a Domino N610i label press. The “Noah Knows Best” beer label has not only captivated consumers but has also been recognized with the DLP “Excellence with Hybrid Printing” Award, celebrating standout label design and print using a combination of two or more complementary digital and flexo processes.

“The initial impact of the label is excellent and eye-catching,” noted the judges. “This is further enhanced by the inner label peel-off door to reveal the print underneath, with the added detail of the double-sided print of the door peel to create the full ensemble. An impressive hybrid print winner.”

Labelnet’s award-winning labels were produced on two layers of white polypropylene, combining printing on their 5-color, roll-to-roll Domino N610i digital label press with off-line lamination and adhesive kill on an Edale FL3, with a heavily textured varnish applied on an ABG Digicon providing the finishing touch.

Rob Lorkins, MD, Labelnet, explains, “We were able to create a concept for this label by combining our customer’s inventive and alluring branding and bringing it to life with the print quality and resolution that the Domino N610i delivers in abundance. This press has been a source of reliability for us and has taken us to the next level as a business by constantly providing solutions. It is no surprise that the N610i was the foundation for our first DLP Awards win.”

“We are incredibly proud and humbled to have won this award in a very competitive field,” says Rob Lorkins, MD, Labelnet. “The exciting and innovative work being done by combining print technologies currently is fascinating. To have won in this category is a huge credit to the ingenuity and skill within our workforce, as well as the versatility, consistency and quality that Domino offers with their inkjet presses.”

Craig Clawson, sales manager, Domino, concludes, “Domino is delighted that Labelnet has been acknowledged for its innovative collaboration with Hackney Church Brewery. Using the Domino N610i in conjunction with ABG and Edale flexo stations has created an excellent example of the high-quality finish that the combination of digital and traditional flexo printing technology can achieve. We are proud that our technology has facilitated such success.”

The N610i roll-to-roll press is based on Domino’s Generation 6 digital label printing technology, which has almost 350 installations worldwide. The print engine is also available as an integration module for incorporation into a flexo printing press, enabling converters to combine digital printing at 600 dpi with analog printing and finishing to create eye-catching labels in a single pass.