By Scott Pillsbury
For the Oregon Beer Growler
We at Rose City Label frequently get asked about the price for a “standard” beer label — but unfortunately, we don’t have a very good answer. When we began printing labels for 22-ounce bottles nine years ago, there was a pretty standard format that most businesses used, but not anymore. Now that there are a variety of options, beer label pricing can be more expensive.
Of the last 100 beer labels we printed for our top brewery customers, there wasn’t a single “standard.” That’s because there is demand for variety in terms of sizes, materials, printing methods and requests for extra embellishments. With all this diversity, there really is no way to answer the question about a standard label. Everyone is fighting to set themselves apart on the crowded shelves, and a “standard” label just won’t work.
In the last 100 orders, we used:
— Twenty-nine different die cut label sizes. Our standard 4-by-5 rectangle (once the most popular size) only accounted for 15 of these orders. Now people want bigger labels that cover more of the bottle in order to show off their graphics and branding.
— Fifteen different label materials. Our premium synthetic paper and digital BOPP still accounted for 54 of these orders, but 46 of them are on a textured stock, a clear or metallic or a premium paper suitable for embossing.
— Sixty traditional vs. 40 digital. Nine years ago we didn’t even have digital printing, and now it accounts for 40 percent of the beer label orders — digital is booming. This is especially true for short-run, seasonal and specialty collaboration beers.
Nine years ago, we never would have envisioned 29 different beer label sizes — the creativity and diversity is amazing!
With all of these options, it is no wonder why beer label price diversity is on the rise.
*This is a compilation of the last five orders from our top 20 brewery customers.
More data about these 100 orders:
— Largest quantity: 151,200
— Smallest quantity: 500
— Lowest per-label cost: $0.062
— Highest per-label cost: $0.69
With all this experience in beer label diversity, we have what it takes to meet all of your craft beverage label needs. Cheers!
Scott Pillsbury is a founding member of B.I.N.G. and President of Rose City Label Company, a family-owned business that has been a leader in the Northwest label market since 1928. The company prints for more than 80 craft beer companies, as well as wineries, spirit producers and was recognized as the 2015 OSU Austin Family Business of the Year. Scott and his wife, Sherrill, have four children and live in Portland. They enjoy food, travel, running and beer.