Cuprins
Beer cans were adopted more slowly in Romania than in other countries but have maintained a continuous upward trend over the last 15 years. In 2024, they ranked second in growth rate, with a market share 9% higher than in 2023, surpassed only by draft beer, which grew by 13%.
What attracts consumers to this type of packaging? Beer cans are easier to transport and consume in social contexts such as sporting events or concerts. Aluminum preserves the beer taste and aroma unaltered, and the liquid inside cools faster in the refrigerator.
Beer Can Design - A Complete Visual Experience
Canned beer attracts attention and stands out at the point of sale through its premium appearance and custom design.
The full-surface aluminum printing offers consumers an immersive brand experience and provides a unique opportunity for impactful messages.
Creative Optimization in Beer Can Design
Each type of packaging comes with specific challenges and opportunities. In the case of aluminum cans, we're talking about:
- Cylindrical shape that allows a 360-degree visual experience (wrap-around design)
- Silver background
- The particularities of aluminum as a printing material
- A limited number of colors
- Exposure to condensation, which requires the use of special inks and protective varnishes
What appears to be a constraint in beer can design actually unlocks new creative posibilities. For example:
- Using matte lacquer on details printed on a glossy background is a technique that creates subtle textural differences and adds depth to the design.
- Small areas strategically left without the white coating can insert the metallic shine of aluminum without additional costs.
Beer Can Design for Generation Z
Generation Z (people born between 1995 and 2015) represents a growing segment with a distinctive profile. Formed in the digital era, they are undeniably a multi-channel segment:
- They seek product information on manufacturers' websites, in applications, and on review sites
- They shop online and in stores.
This segment expects brand consistency from website and beer can QR code, blending online and offline experiences effortlessly.
According to Nielsen IQ studies, Generation Z appreciates fresh, playful designs focused on quality, authenticity, and transparency. For example, it's important for Gen Z that the packaging clearly conveys what type of beer is inside.
The Importance of Technical Expertise in Can Design
In beer can design, technical experience with packaging particularities is just as important as the ability to understand the brand's unique personality and consumer expectations.
Unlike beer bottles, where the label is attached to the glass and can be replaced, directly printed cans can no longer be modified. Large companies work with volumes of tens of thousands of cans per unique design; costs are high, and every detail must be perfect.
For craft breweries producing smaller batches shrink sleeve provide a flexible custom branding solution. It uses a printed film that perfectly molds to the aluminum can through heating. The technology provides complete coverage, premium appearance, and the opportunity to work with smaller stocks.
