Entering the Craft Beer Market

Craft Beer Packaging Labels

The growth of the craft beer market has been steadily increasing as small, independent brewers saw a 6% rise in volume and accounted for more than 12% market share in the beer industry in 2016, according to an annual report by the Brewers Association (BA). Michigan has over 200 breweries and counting, ranking as the sixth-largest market in the nation for craft beer. With this knowledge and our proven capabilities in some of the most challenging markets, we knew the right time to hop into this market!

Like trying anything for the first time, entering a new market can be fun, exciting, and present unexpected challenges. We collaborated with Avery Dennison, a global leader in pressure-sensitive label materials and functional solutions, to help with this venture. Several Whitlam team members from Sales, Marketing, and Graphic Arts met with highly skilled professionals at Avery Dennison’s Mentor, Ohio, facility. During our meeting, we discussed label materials and goals for the next 30-60-90 days and gathered in their design and showcase room to brainstorm different thoughts and concepts, which they call an “Ideation Session.” We left there with a great sense of direction and a game plan to dive into this new market.

Fast forward to today, 30 days after our Avery Dennison session, and we have already completed our 90-day goal!

We partnered with a local brewery in Rochester Hills and are producing their seasonal craft beer labels for Halloween and Christmas. We are incredibly proud of this success in such a short time, and it has reassured us that this is a market we want to be a part of.

All of us at Whitlam have been working hard to ensure that we have the materials, design capabilities, and the ability to answer any of our customers’ questions regarding the craft beer market. If you would like to learn more, click the link below!

Craft Beer Brochure