Inks raise brewer's brand image
Posted by Lisa McTigue Pierce, Executive Editor -- Packaging Digest, 11/19/2012 11:25:55 AM
New Belgium Brewing has announced a partnership with Hartness-Inks in which Hartness-Inks will supply UV-ink decorated bottles for the craft brewer's Lips of Faith series. Hartness-Inks is an ultra-violet cured organic ink which offers superior adhesion and vibrant colors. Hartness-Inks can be found on New Belgium specialty brands such as La Folie and the upcoming 2013 Lips of Faith series.
"We are thrilled to work with a company like New Belgium," says Sean Hartness, vp of innovation at Hartness. "They exemplify quality workmanship and are really at the top of their craft."
As the craft brewing segment continues to grow, more and more quality beers are finding their way to the market. "This increase in SKUs has really forced brewers to seek innovative opportunities for greater product differentiation on the store shelf," says Scott Smith, vp of global marketing for Hartness. "In the beer and spirits segments, unique labeling and bottle color are getting a lot of attention by brand owners."
Many brewers are seeking a "no-label" look through the use of clear pressure-sensitive labels. Lately, however, more brewers are turning to ink decorated labels to highlight the value of their brands. Oftentimes, adhesion throughout the entire production and distribution supply chain is a great challenge. Label damage can de-value a product's image, and can result in un-saleable product. Hartness-Inks offers superior adhesion, reducing label damage and bolstering the brand image of products in the wine, spirits and brewery segments.
"We chose Hartness because they offered a better solution," says Kate Dubas, New Belgium's purchasing manager. "Our brand image is critical and the quality of our packaging is a reflection of that."
Hartness-Inks offers more than just ink labeling solutions, it also offers bottle coloring solutions. "We really believe that there is step change coming in glass decorating, and our technology is going to lead the way," says Hartness. "Our solutions check the box on a number of the most pressing challenges for brand owners—product differentiation, sustainability and product quality."
Source: Hartness Intl.