By Cassandra Balentine
Part 1 of 2
The February issue of Industrial Print magazine looks at the capabilities direct to object (DtO) printing, especially to glassware, brings to businesses like breweries, wineries, and distilleries.
The technology presents both merchandising and branding potential, especially through cost-effective, short-run production.
In regards to the cost effectiveness of digital printing for smaller production runs, “this is advantageous for businesses that want to test new designs, respond to market trends, or offer personalized glassware without committing to large quantities,” offers Paul Bolduc, president, Koenig & Bauer Kammann (US) Inc.
“With conventional pressure-sensitive labels, you are forced to order larger quantities, have potential issues with recyclability, and your product isn’t differentiated uniquely from your competitors in a retail setting,” explains Jim Lambert, CCO, LSINC. “With digital printed bottles, your product is more impactful on the shelf, sustainable, and quantities are flexible because of the process.”
Michael Perrelli, marketing and sales director, Innovative Digital Systems, points out that breweries and wineries can highlight a particular series of flavors/brews, custom bottling for an event, or even to get their own branded items into bars and restaurants to promote brand awareness. “UV printing provides the capability to have custom products such as drinkware and bottling at an event without having to purchase and maintain a large inventory.”
“One of our distribution partners mentioned that breweries/wineries liked the ability to easily print new small-batch products and commemorative bottles,” agrees Hugo Gonzalez, senior segment specialist, industrial printing, Mimaki USA, Inc.
“Customizing glassware with the winery or brewery’s branding, logo, or specific wine and beer labels enhances brand visibility and creates a unique and memorable customer experience,” shares Bolduc.
For promotional and limited edition releases, digital printing brings flexibility. Designs can even be event specific. “Digital printing solutions are ideal for creating custom glassware for special events, promotions, or collaborations. Restaurants can offer unique glass designs for certain dishes or drinks, creating a distinctive dining experience,” offers Bolduc.
The versatility of printing on various types of glassware, including wine glasses, beer mugs, and other barware, is another benefit that Bolduc says allows businesses to maintain a cohesive brand presence across different glass products.
Jay Larsen, GM/director of R&D, digital inkjet systems, INX Digital, believes that “regional, short-run printers addressing the brewery market will be the growth area for the next few years.”
Creating Custom Barware
When targeting companies like craft breweries, wineries, and distilleries, educating the industry on the revenue-boosting potential of custom-printed glassware made possible with improving DtO print technologies is the first step.
“We target these two market verticals by appealing to their desire to create something that graphically looks completely different than conventional labels,” shares Lambert.
Trade events, graphics shows, and online are all ways in which DtO vendors spread the word on the capabilities.
“We also connect with those print shops and partners that supply products directly to breweries and wineries via those channels,” says Perrelli.
“Our typical customer is a contract printer who in turn either has a relationship with the wineries/breweries or will try to access them via their sales arms,” shares Bolduc. “We also help promote our customers’ capabilities at trade shows and through customer interactions.”
What Gonzalez hears from Mimaki’s distribution partners is that the select wineries they work with started with signage printers and were later exposed to the Mimaki UJF Series portfolio. “The Kebab option, for embellishing cylindrical objects, appeals to breweries and wineries because small-batch brewing and custom low-volume printing go hand in hand. DtO printing gives you the ability to create custom small batch and commemorative design bottles without requiring print minimums.”
To effectively target breweries, Riley Mann, marketing specialist, Inkcups, says the company’s focus is on the advances and improvements to its DtO print systems. “Inkcups machines provide a strategic solution for breweries and wineries looking to enhance their brand presence through customized glassware.”
One key advantage lies in the realm of digital UV printing, which offers unparalleled flexibility for beer and wine bottles when compared to traditional labels. “This is especially beneficial for shorter or specialty runs, where DtO printing becomes a game changer. Operators can effortlessly switch artwork and directly decorate the vessel, eliminating the need to pre-order labels. This not only reduces the risk of ordering an inadequate or excessive quantity but also minimizes the associated paper waste. In essence, Inkcups machines empower breweries and wineries to efficiently customize their glassware, enabling them to make impactful, environmentally conscious choices while maintaining a strong and distinctive brand presence,” says Mann.
Directly Beneficial
DtO processes have many advantages for organizations like breweries, wineries, and distilleries looking to maximize revenue potential with merchandise and improve branding. These systems continue to evolve to enable efficient production of decorated glassware in shorter quantities.
Part two of this series looks at systems on the market ideal for this type of work. Find it here.
Jan2024, Industrial Print Magazine
