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RR Donnelley Examines Changing Craft Beer Landscape

Microbreweries are using packaging to connect with the consumer in a crowded marketplace.

By: Greg Hrinya

Editor, Label &Narrow Web

Pressure-sensitive labels have allowed the growing craft beer market to really spread its wings in recent years. Brands have the opportunity to utilize a greater chunk of real estate to spread their message, whether it be on a can, bottle or growler. The labels must also be functional, withstanding the demands of moisture in an ice bucket. Craft beer companies have capitalized on a host of trends that allow them to compete with the biggest players in the market. “Microbrews connect with their a...

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