UPM-Biofore-Magazine-2-2017-ENG

THE STRENGTHS OF A GOOD BEER LABEL A strong brand, a local identity and a durable label make the Green Man Brewery stand out in the highly competitive US beer market. The United States is the world’s top market for craft beers, but the competition between breweries is intense. The Green Man Brewery produces traditional British and American ales in the city of Asheville in North Carolina. The microbrewery’s Marketing Director Elizabeth Keil knows all the tricks when it comes to impressing beer connoisseurs. “We have been brewing beer since 1997 and have created a strong brand for our products. Consumers know what kind of beer they are getting when they see the Green Man Brewery beer bottle,” says Keil. The popularity of craft beers is greatly boosted by the fact that beer enthusiasts favour local products, notes Keil. The Green Man Brewery markets their beers in North Carolina and neighbouring states. Keil believes that the label is as an essential part of the product as a whole. A good label is designed so that it stands out from competitors and gives clear information about the content of the bottle or can.

Vanish labels are so thin that they can be recycled along with aluminium cans.

>>

the taste of the beer. The can prepares the taster not only for the aromas, but also the first sip of the beer.” Innovative adhesive label Mosaic Lager is packaged in cans with labels made from UPMRaflatac’s Vanish label material. “The material is so thin that it’s hardly noticeable. With Vanish, we were able to achieve an impressive design that truly highlights our brand. The label is big enough to tell the story of the beer,” says Pere. Vanish responds to the needs of microbreweries because the adhesive is also a cost-effective option for labelling smaller batches of beer. “What is more, the label is so thin that we can reduce the amount of material required and protect the environment.” Because Vanish is so thin, labelled aluminium cans are recyclable just as they are. Previously, it has been difficult to recycle labelled cans along with other returnable cans with a refundable deposit. This is because the weight of label plastic has been too high in proportion to the weight of the can. In Finland, the recycling rate of aluminium cans is 95 per cent. Compared to glass bottles, cans are a cheaper option for bothmanufacturers and consumers alike. 

Tuomas Pere

“Labels also have to be physically durable. They cannot come loose or get

damaged during packaging, transport and cold storage. Consumers don’t want to buy products that look worn.” The Green Man Brewery uses

UPM Raflatac’s label material.

30 | BIOFORE