Editor’s view: With so much origination in the craft beer segment, from quirky names like Dragon’s Milk to delicious flavors profiles like coffee, citrus or watermelon, it’s about time more package options are available to help create more innovation in the market.
Georgia-Pacific Corrugated (gppacking.com), a recognized leader in innovative, customer-focused packaging solutions, introduced a new advancement designed to revolutionize the way craft brewers market their products. In alliance with PAX Corrugated (paxbox.com), Georgia-Pacific now offers craft brewers the ability to customize graphics on 6-, 12- and 24-pack carriers. Georgia-Pacific, working closely with HP, has developed a unique digital pre-printed corrugated packaging capability that provides customers with a level of customization and flexibility previously unavailable. This introduction will enable craft brewers to create packaging that attracts consumers at point of sale with high-quality graphics, low minimum order quantities, variable images, all while saving on costly printing plates.
Georgia-Pacific unveiled the new Color-Box® packaging solution for craft brewers at the Craft Brewers Conference & BrewExpo America® in Philadelphia in early May. Georgia-Pacific's first exhibit at the show in 2014 helped to identify craft brewers’ unique packaging needs. This year, Georgia-Pacific will showcase a solution that meets those needs by officially launching customcolorbox.com – an interactive website that serves as a single online destination for craft brewers to design and order their packaging. By accessing the site’s unique features, visitors can easily download a packaging template, upload a design with their own artwork and then send it to Georgia-Pacific Corrugated printing experts to receive a quote and proof. PAX will then produce the package and ensure the final packaging arrives on time – usually 7-10 days after printing.
As the industry expands, craft brewers find themselves in need of new ways to capture consumers’ attention at the point of sale. In 2015, overall beer market sales were $105.9 billion and the craft beer market, $22.3 billion – a 16 percent dollar sales growth, according to the Brewers Association. U.S. craft beer production volume also went up 13 percent in 2015. With this new Georgia-Pacific Color-Box packaging solution, small and large craft brewers alike can now customize their packaging with high-quality graphics while still enjoying fast turnaround and delivery, supporting the demands of this growing industry.
“Georgia-Pacific takes pride in helping brand owners create a voice in the marketplace and we are excited to provide brewers with a canvas to tell their story in a way that is as unique and compelling as the product itself,” says Sergio Morales, director of product and brand development at Georgia-Pacific Corrugated. “In an industry where creativity is a must – in both flavor and design – customcolorbox.com makes designing eye-catching packaging as easy as possible, so brewers can focus on their core business: making quality beer.
“The ordering website complements our Litho-Corr™ and litho-laminate offerings, allowing us to serve the creative needs of small and big customers alike. We have invested in technology that positions us to be a provider of choice for an entrepreneur trying to start their brewery or an established brewer.”
With decades of experience supporting brands of all sizes and across a spectrum of consumer product categories, Georgia-Pacific is the first provider in North America that offers digitally printed corrugated that is ideally suited to help craft brewers maximize the potential of their packaging to tell their story. Color-Box packaging was developed specifically to make it easy for brand owners to use high graphic corrugated packaging as a marketing tool and can help brewers not only to create impactful packaging for their regular varietals but also to offer retailers exclusive and seasonal offerings.
Georgia-Pacific's Color-Box packaging solutions include a full range of corrugated packaging, printing and special offerings such as coatings, foil stamping, embossing and debossing, and flatbed diecutting. Georgia-Pacific and PAX Corrugated have the flexibility to accommodate sudden demand spikes, ensuring that craft brewers always have creative and engaging packaging on hand.