AB InBev has announced plans to introduce beer bottles with imprinted branding in a bid to replace paper labelling.
The brewer will implement 'direct object printing', a newly developed technology from the Tattoo Alpha Plant in Haasrode in Leuven, Belgium.
The technology will enable AB InBev to directly print designs on bottles using only ink and varnish that wraps around the glass. It also allows embossing for a tactile effect, the brewer added.
The company will initially launch 200,000 bottles in the UK as part of a limited edition run of Beck’s Artist Series.
Ab InBev has collaborated with its Global Innovation and Technology Centre (GITEC) and six artists for the nine different bottles that will constitute the collection.
Previously, the printing technology was tested in small batches, the brewer said. If the experiment in the UK succeeds, AB InBev will roll out the technology at a global level.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.