Beverages: The Art of the Can: Why Craft Beer Packaging is a Game-Changer for Brands

Why It Is Trending: The Rise of Visual Storytelling in a Crowded Market

• The "Three-Second Window": In the hyper-competitive craft beer aisle, a packaged beer has less than three seconds to capture a shopper's attention. This extreme time constraint is forcing brands to use packaging design as their primary marketing tool, driving a new trend in visual storytelling.

• The Experimental Consumer: A new, younger, and more diverse demographic, particularly women under 30, is redefining the craft beer audience. They are "curious and open to trying something new," making a can's "visibility and shelf presence" more critical than ever for discovery and purchase.

• Creativity Over Conformity: The trend is fueled by a desire for creativity and variety. Craft breweries are successfully using bold, heavily illustrated labels and mascots to differentiate themselves from larger, more traditional brands, turning their cans into "little pieces of artwork" that attract attention.

Overview: Packaging is the New Pitchman A new eye-tracking study from Accelerated Marketing Insights by Quad reveals that in the crowded craft beer market, packaging design is the third most important factor for a purchase decision, after flavor and price. The study, which observed 61 participants, found that 72% of shoppers were more likely to buy a beer because of its packaging. This underscores a significant trend where a can's visual appeal and ability to convey information quickly are critical for success. The research highlights the dominance of heavily illustrated labels, pressure-sensitive labels for agility, and mascots for brand storytelling, proving that for small breweries to compete, they must treat their can as a canvas for compelling artwork.

Detailed Findings: The Visual Triggers of a Purchase

• Packaging's Influence: Packaging design is the third most important factor in a purchase decision, after flavor and price. 72% of participants said the packaging made them more likely to buy a beer.

• Top Design Trends that Drive Attention:

  • Heavily Illustrated Labels: This has become a hallmark of the category, with "cool, wild illustrations" attracting and holding shopper attention.

  • Pressure-Sensitive Labels: These are particularly beneficial for smaller breweries, allowing them to turn around packaging "quickly and on budget."

  • Mascots Front and Center: A new trend for the category, mascots are adding a "fresh layer of brand storytelling" and are appearing more often on packaging.

• Examples of Successful Design:

  • 903 Brewers’ Gus Polinski: This can, featuring an illustrated character, had the highest total fixation duration in the study, holding a shopper's gaze for the longest time.

  • Alaskan Brewing Co.’s Grizz Coffee Brown: This beer achieved the quickest "time to first impression," possibly due to its brightness or placement.

• Essential On-Package Information: While eye-catching visuals are key, the study found that clear information "seals the deal." The name of the beer must still communicate meaningful information, such as the beer style (e.g., IPA, Hazy, Sour).

• The Dominance of Cans: 12-ounce cans are dominating shelves over bottles, driven by brewing economics (cheaper to produce, easier to store) and consumer preference for a smaller six-pack quantity.

• Small Breweries' Competitive Edge: Despite limited budgets, small craft breweries compete well by leveraging agility, local identity, and standout visual storytelling.

• A New Demographic: The study noted a high participation from a new, more experimental demographic: women under 30, who are helping to redefine the craft beer audience as more inclusive.

• The Power of Local Loyalty: The study found that while consumers may not consciously state that "local" is important, in practice, a sense of community and proximity to the brewery played a significant, if unconscious, role in their purchase decisions.

Key Success Factors of Craft Beer Packaging: Visibility and Clarity

• Shelf Presence: Creating a can design that is visually striking and gets noticed within the three-second window of a shopper's attention is the most critical success factor.

• Artful Storytelling: Using heavily illustrated labels and mascots to tell a brand's story and create an emotional connection with a consumer.

• Clarity of Information: Balancing a creative design with clear, meaningful information (beer style, flavor) that helps the consumer make an informed decision.

• Agility and Economics: Utilizing cost-effective packaging solutions like pressure-sensitive labels on cans, which allows small breweries to innovate quickly and on a budget.

• Community Connection: Leveraging a local identity and a sense of community to build brand loyalty and drive discovery.

Key Takeaway: The Craft Beer Shelf is an Art Gallery In the crowded craft beer aisle, packaging design has become the most powerful form of marketing. For consumers, a can is no longer just a container; it's a piece of artwork that tells a story and signals quality. For breweries, success is achieved not by being the loudest, but by being the most creative, the most clear, and the most engaging. The brand that can win the three-second battle for a shopper's attention will win the sale.

Main Trend: The "Visual-First" Product Strategy This main trend describes a strategic shift in highly competitive retail categories like craft beer, where packaging design has become the primary tool for brand differentiation and consumer engagement. This trend is driven by a consumer base that is experimental, visually-oriented, and makes purchasing decisions in a matter of seconds, forcing brands to prioritize visual storytelling and clear communication on their packaging.

Description of the Trend: The "Canvas-to-Conversion" Model The "Canvas-to-Conversion" Model is a brand strategy where a product's packaging is treated as a primary marketing asset and a piece of visual art. This trend is characterized by a heavy reliance on artistic labels, brand mascots, and unique aesthetics to capture consumer attention on a crowded shelf. It's a direct response to a consumer who is actively Browse for new products and makes a purchasing decision in a matter of seconds. The model aims to convert that initial visual curiosity into a sale by backing up the creative design with clear, meaningful information that seals the deal.

Key Characteristics of the Core Trend: Artistry, Storytelling, and Brevity

• Art as Packaging: A focus on treating the product's packaging as a canvas for high-quality, creative, and often wild illustrations.

• Brand Personification: The increasing use of mascots and characters to add a human, storytelling element to the brand.

• Instantaneous Impact: The design must be able to grab a shopper's attention and communicate a brand's identity in less than three seconds.

• Clarity of Information: Despite the artistry, the packaging must clearly communicate essential information like the beer style and flavor to the consumer.

• Agility: The use of affordable and fast packaging solutions (e.g., pressure-sensitive labels on cans) allows for quick design updates and a more agile brand identity.

• Community Connection: Designs often lean into a local identity or a sense of community to build loyalty and drive sales.

• Experimentation and Variety: The designs are created to appeal to a consumer base that is curious, experimental, and always looking to try something new.

Market and Cultural Signals Supporting the Trend: The Eye-Tracking Data

• Eye-Tracking Study Results: The study's key findings—that packaging is the third most important factor for a purchase and that 72% of participants said it made them more likely to buy—are the primary market signals.

• Visual Data (Heat Maps): The use of heat maps to show where and for how long shoppers' eyes fixate provides powerful, data-driven evidence of the trend's influence.

• The "Gus Polinski" Example: The success of the 903 Brewers’ can, which had the highest fixation duration, and its reference to a movie character, shows a cultural signal that consumers respond to pop culture references in design.

• Rise of a New Demographic: The high participation of "young women under 30" in the study signals a shift in the craft beer audience, which is now more inclusive, adventurous, and visually driven.

• Dominance of Cans: The almost "total dominance of cans over bottles" on the shelf, driven by brewing economics, is a market signal of how the industry has adapted to create a canvas for these labels.

• Growth of Small Breweries: The success of local breweries competing with national brands is a signal that consumers are willing to support smaller, more creative brands.

• The "Art" of the Can: The observation that the craft beer shelf is "full of little pieces of artwork" is a cultural signal of how the category is being redefined by design.

What Is Consumer Motivation: The Desire for Discovery and Self-Expression

• Curiosity and Exploration: Consumers are motivated by a desire to try something new and to discover a brand or flavor they've never had before.

• Visual Appeal: A strong motivation is the aesthetic appeal of a can, which serves as a piece of art or a conversation starter.

• Quality Assurance (Perceived): Consumers infer quality, creativity, and a brand's passion from its packaging design.

• Self-Expression: The desire to choose a beer with a label that reflects their personality, sense of humor, or aesthetic taste.

• Trust in Local Brands: A subconscious motivation to support local breweries, which gives them a sense of community and familiarity.

• Flexibility and Convenience: The preference for 12-ounce cans in six-packs is motivated by a desire for flexibility in consumption and a familiar purchase habit.

What Is Motivation Beyond the Trend: Fundamental Enjoyment and Social Connection

• Taste and Enjoyment: The fundamental desire for a flavorful and satisfying drink.

• Social Connection: The desire to share a new discovery with friends and to enjoy a communal drinking experience.

• Identity and Affinity: The motivation to align with a specific brand or community that shares their values and aesthetics.

• Artistic Appreciation: The innate human desire to appreciate art, which is now being applied to a consumer product.

• Discovery: The thrill of finding a "hidden gem" in a crowded market.

Descriptions of Consumers: The Discerning, Visually-Driven Explorer

• Consumer Summary:

  • Curious and Experimental: They are open-minded, adventurous, and actively Browse the craft beer aisle for new discoveries.

  • Visually Driven: Packaging design is a major factor in their purchasing decisions; they are drawn to cans with compelling illustrations, mascots, and unique aesthetics.

  • Value Creativity: They appreciate a brand's creativity and artistic expression, which they view as a signal of quality and uniqueness.

  • Community-Minded: They feel a connection to local breweries and often choose to support them, even if it's an unconscious decision.

  • Informed and Practical: While drawn to a creative name, they still need clear information (e.g., beer style) to make a final purchasing decision.

  • Diverse and Inclusive: This group includes a growing number of younger women who are new to the category and are defining a more experimental and inclusive audience.

• Detailed Summary (based on article and experience):

  • Who are them: These are individuals who are not just buying beer but are buying into a brand's story and aesthetic. They are curious and enjoy the discovery process. They are digitally savvy and are likely to share photos of a particularly cool or quirky can design on social media. They are brand-conscious but are loyal to creativity, not necessarily to a single national brand.

  • What is their age?: The study noted high participation from "women under 30," which, combined with the general trend of younger audiences driving brand innovation, suggests a primary demographic of Gen Z (10-24 years old) and Millennials (25-44 years old).

  • What is their gender?: The article notes that "high participation from women, especially those under 30" is a new and significant demographic, redefining the audience. The trend is now more gender-inclusive, moving away from a male-dominated stereotype.

  • What is their income?: The craft beer category generally appeals to a consumer with disposable income, as it is a premium product. However, the success of small, local breweries suggests that consumers are willing to spend for quality and a local connection, regardless of the brand's national status.

  • What is their lifestyle: Their lifestyle is one that values authenticity, creativity, and community. They are likely to be active on social media, follow local brands, and seek out unique experiences. They are not afraid to try new things and they enjoy a more mindful and aesthetic approach to their consumption habits.

How the Trend Is Changing Consumer Behavior: From Transaction to Discovery

• Increased Visual Scanning: Consumers are spending a short, intense amount of time visually scanning the craft beer aisle, making a split-second decision based on packaging design.

• Packaging as the Primary Filter: The can's design has become the first filter for discovery, with consumers using it to decide which beer they will even consider purchasing.

• Trusting Visuals: Consumers are trusting that a creative, well-designed can signals a quality, interesting beer on the inside.

• Prioritizing Variety over Loyalty: While local loyalty is a factor, the consumer's willingness to "try something new" is paramount, leading to a behavior of purchasing different brands and styles.

• Unconscious Preference for Local: The study shows that even when consumers don't consciously think they are buying local, their subconscious is being influenced by a sense of community and proximity to the brewery.

Implications of Trend Across the Ecosystem (For Consumers, For Brands and CPGs, For Retailers)

• For Consumers: A More Visually Stimulating and Creative Market

  • Consumers benefit from a more visually diverse and creative craft beer market, with brands competing on art and design.

  • They are empowered to discover new, unique, and local brands through compelling packaging.

  • The trend makes the shopping experience more fun and engaging, turning a chore into a creative discovery.

• For Brands and CPGs: A Mandate for Strategic Design

  • Craft Breweries: Must prioritize design as a core business function, investing in high-quality illustrations, branding, and packaging to win the three-second battle on the shelf.

  • Packaging Companies: The demand for heavily illustrated and pressure-sensitive labels on cans is a huge opportunity, requiring innovation in printing and a focus on speed and budget-friendly solutions.

  • CPGs: Brands in other highly competitive categories can learn from the craft beer model and use packaging as a primary marketing tool for discovery and sales.

• For Retailers: Redesigning for Discovery

  • Liquor Stores/Retailers: Have an opportunity to redesign their beer aisle to maximize shelf visibility and highlight the artistry of the packaging.

  • Retail Merchandisers: Must understand that the consumer is visually scanning, and a strategic placement of a "bright" can or a unique design can drive sales.

  • All Retailers: Can capitalize on the local loyalty trend by creating dedicated "local brewery" sections to help consumers discover and support brands close to home.

Strategic Forecast: The Ubiquitous Design-First Approach

• AI-Assisted Design: Expect AI to play an increasing role in packaging design, helping brands to rapidly create and test new labels, analyze consumer eye-tracking data, and predict which visuals will perform best on the shelf.

• The Rise of the "Designer Brewer": The role of the designer will become as important as the brewmaster, with breweries hiring in-house artists or collaborating with a network of designers to create unique and memorable can art.

• Interactive and AR Packaging: Packaging will evolve to become even more interactive, with QR codes that link to a brand's story, an AR experience that brings a mascot to life, or a video about the brewing process.

• Sustainable Packaging as a Canvas: The trend will converge with sustainability, with brands using eco-friendly materials and packaging as a new canvas for their brand storytelling.

• Hyper-Localized Packaging: The focus on local identity will intensify, with breweries creating packaging that is hyper-localized, celebrating specific neighborhoods, events, or local culture to connect with their community.

Areas of Innovation: Crafting the Future of the Can

• AI-Powered Eye-Tracking Analytics: Development of sophisticated AI tools that can analyze shopper eye-tracking data in real-time, providing retailers and brands with instant feedback on shelf visibility, product placement, and packaging effectiveness.

• Digital Design & Printing Platforms: Creation of digital platforms that streamline the packaging design and printing process for small breweries, allowing them to rapidly create and order pressure-sensitive labels on a budget.

• Augmented Reality (AR) Packaging: Innovation in AR technology that allows a consumer to scan a can with their phone and unlock a new experience, such as a video of the brewer talking about the beer or an animated version of the mascot.

• Sustainable Packaging Artistry: Development of new eco-friendly and compostable packaging materials that are also a perfect canvas for high-quality, heavily illustrated label art.

• Community-Centric Co-Creation: Brands creating a platform where fans can submit their own label designs or mascot ideas, with the winning design being produced and sold, which further deepens the connection between the brand and its community.

Summary of Trends:

• Core Consumer Trend: The "Visually-Driven Explorer" Consumers are using packaging as their primary filter for discovering new craft beers, making split-second purchasing decisions based on visual appeal, creativity, and the story the can tells.

• Core Social Trend: The Art-First Aesthetic in Commerce Society is witnessing a cultural shift where the aesthetic and artistry of a product's packaging are becoming a powerful driver of commerce, turning a simple can into a piece of art that signals quality and brand identity.

• Core Strategy: The Canvas-to-Conversion Model Craft breweries are adopting a strategic approach that treats packaging design as a core marketing asset, using heavily illustrated labels and mascots to grab attention, tell a brand's story, and convert a shopper in a matter of seconds.

• Core Industry Trend: The Packaging Innovation Imperative The packaging industry is experiencing a new imperative for innovation, with a focus on high-quality printing, fast-turnaround solutions, and cost-effective materials that allow small, agile brands to compete with larger, national ones.

• Core Consumer Motivation: The Desire for Discovery and Community Consumers are fundamentally motivated by a desire to discover new products, to support local and creative brands, and to make a purchasing decision that feels like a form of personal expression and community connection.

Final Thought: The Art of the Three-Second Sell In the vibrant and competitive world of craft beer, the old rules of marketing have been rewritten. The eye-tracking study proves that the most powerful form of advertising is not a commercial, but the can itself. A can is a canvas, a story, and a three-second window of opportunity. The brands that win will be the ones that fill that window with compelling artwork, a clear message, and a visual identity that not only gets noticed but also inspires a consumer to pick it up and take it home, proving that in this era, the most delicious beer might just be the most beautiful one.

Source: https://www.packagingdigest.com/labeling/what-consumers-literally-look-for-in-a-craft-beer-label