Sustainable print and packaging help beer producers reduce impact, meet customer expectations, manage risk, and build stronger, future-ready brands. Here are some helping you do just that.

As one of the world’s most widely consumed beverages, beer relies heavily on packaging for protection, branding, and distribution. From bottles and cans to labels, cartons, and multipacks, the scale of beer packaging means that even small sustainability improvements can have a large environmental impact.

But where do we start and how can breweries affect a change? Traditional packaging can involve virgin plastics, energy-intensive materials, and printing processes that use solvents and chemicals. By adopting recycled or renewable materials, water-based or low-VOC inks, and energy-efficient printing methods, breweries can significantly reduce carbon emissions, waste, and pollution.

Many beer producers also depend on natural resources such as clean water and agricultural ingredients, so protecting the environment directly supports the long-term health of their own supply chains.

Consumer expectation is another major driver. Beer drinkers, particularly younger demographics, are increasingly preferring brands that demonstrate authentic sustainability commitments. Packaging is a visible and tangible way to communicate these values. Recyclable cans, refillable bottles, compostable carriers, or clearly labeled sustainability credentials can influence buying decisions and build brand loyalty. In a crowded and competitive beer market, sustainable packaging can help a brand stand out on the shelf.

There are also regulatory and financial considerations. Packaging waste regulations, deposit return schemes, and extended producer responsibility laws are becoming more common. Breweries that proactively invest in sustainable print and packaging are better positioned to comply with current and future rules, avoiding penalties and costly redesigns. At the same time, lightweighting, material reduction, and efficient print runs can lower shipping costs and reduce material spend over time.

Finally, sustainability supports brand story and community connection. Many breweries emphasize craftsmanship, local sourcing, and connection to place. Sustainable packaging aligns naturally with these values and strengthens credibility. It shows that the producer cares not only about great beer, but also about the wider impact of their business.

For Richard Goodridge, Head of Design, at LT Print Group, he says it’s important to do the right thing and not the loud thing.

He explains: Sustainability has become one of the loudest conversations in packaging. Claims are bold, language is big, and pressure to be seen as “green” is everywhere. For breweries, this can be overwhelming. When every supplier, material and process carries a sustainability claim, it becomes harder to see which actions genuinely make a difference.

“There is another way to approach sustainability. A quieter one. One that focuses less on performance and more on practice. Doing the right thing is often less about dramatic change and more about making careful decisions, consistently, across everything that supports your product. In many cases, the most meaningful improvements come from the operational details that rarely make headlines.”

Waste usually begins long before anything is printed, packed or delivered. It starts with over-ordering, unclear artwork, last-minute changes and poor forecasting, he explains. These issues are rarely visible to customers, but they carry a real environmental cost.

Better planning is one of the simplest and most effective ways to reduce impact. Ordering closer to real demand means fewer obsolete labels, fewer unused keg collars, and fewer boxes that never leave storage. It also means less energy spent producing materials that will never be used.

For breweries, this matters more than ever. Ranges are expanding, seasonal releases are frequent, and collaborations move quickly. Traditional long print runs can struggle to keep up. Shorter, more agile print runs allow breweries to respond to change without building surplus into the system. Less surplus means less waste, fewer write-offs and fewer materials sent to landfill. This approach may not look impressive on paper, but it works.

Short-run printing is often discussed in terms of flexibility and creativity, but it also plays an important role in sustainability. When volumes match actual demand, waste reduces naturally.

Short-run printing supports: seasonal and limited releases without excess stock; updates to branding or compliance without discarding old materials; tighter control of inventory and storage; quicker correction when artwork or information changes

The environmental benefit here is cumulative. Each decision may feel small, but over time the reduction in waste, transport and reprints becomes significant.

According to Goodridge, it’s also important to choose materials with care. Sustainable packaging is not just about what looks good on paper. It’s about how materials behave in the real world.

Paper weight, coatings, laminates and finishes all affect recyclability and longevity. Some combinations make recycling harder, even if the base material is technically recyclable. Others perform better over time, reducing the need for reprints because they last longer in wet, high-handling environments like cellars, bars and festivals.

He asks: “Choosing materials carefully means asking practical questions such: How long does this need to last? How will it be handled? What conditions will it be exposed to? What happens to it after use?

 “The most responsible option is often the one that balances durability, simplicity and end-of-life recovery. It is rarely the option with the loudest sustainability claim attached.”

Wayne Bridges is the director at Hillingdon Print and he says there has been a marked rise in demand for short‑run custom labels, especially for seasonal beers and small‑batch releases. “A lot of brewers are changing up their ranges more frequently, so having the flexibility to print smaller quantities without compromising on quality has been really helpful for them,” he explains.

“On the packaging side, branded shipper boxes and premium‑finish labels have been really popular too, particularly for special editions where producers want something that feels more crafted and eye‑catching.”

Bridges also notes that sustainability continues to be a major focus — with more breweries asking for eco‑friendly papers, recyclable materials, and options that help reduce plastic use. He says: “At the same time, there’s been growing interest in higher‑end finishes such as foiling, spot UV and soft‑touch laminates. Even as people move toward greener materials, they still want that elevated look for limited runs or collaboration projects.”

And looking ahead this year, the company is expanding its offering in a few areas. They are increasing their flexibility around small‑run label production, which has been especially useful for breweries experimenting with new recipes. “We’ve also improved our artwork proofing workflow to make approvals faster for teams working to tight deadlines,” he says.

“Through our premium suppliers we now have access to some new speciality options like white ink and enhanced finishing choices, and we’re also developing more integrated print‑and‑fulfilment solutions so breweries can manage labels, packaging and dispatch through a single partner.”

At Leicester-based BS Labels, Scott Jennings says that when it comes to the labelling proposition,  shelf appeal remains key. For labels destined for beer bottles and cans with customers innovating with novel shapes and textures.

“Whilst synthetic materials, including metallic substrates, remain the backbone of the brewery market’s pressure-sensitive label requirements, we have seen an increase in customers moving from synthetic materials to uncoated materials (some paper-based and some non- paper-based, e.g. cotton fibre material) that give their brands a more rustic and heritage feel,” he notes.” Textured or “sandpaper” varnish remains a perennial favourite amongst those sticking with synthetic substrates.”

On a wider industry note, the label and print specialist says that with the implementation of the Deposit Return Scheme on the horizon, customers’ attention is increasingly focused on the circular economy, with a shift towards wash-off adhesives gaining momentum, which will allow for easy separation of the label from the container within the recycling stream.

“Currently, such materials carry a hefty MOQ from our suppliers which can be prohibitive for small to medium producers. The hope, however, is that these MOQs will begin to fall as the DRS deadline draws closer and these materials gain popularity,” he observes.

And looking forward, Jennings is enthused about the company’s recent acquisition of a high-speed PicoJet 1200 inkjet digital hybrid press that he expects to keep the firm at the forefront of a market which demands high-quality, vibrant print onto a multitude of substrates. He tells us: “Our suite of licensed Color-Logic design software allows us to create eye-catching metallic special effects – please see attached photos. We have also begun to offer printed pouches, though we have yet to come across a beer in a pouch, they are gaining traction in the wine and spirits market.”

In Tamworth, KEP Print Group offers high-quality litho, digital, and screen printing. Matt Gale, who is a senior account manager at the Staffordshire business says they are seeing a “significant move toward high-tactility labels”. “Brewers are increasingly looking for ways to make their cans and bottles stand out on a crowded shelf, so textured papers and “spot UV” finishes that catch the light are very high in demand,” he explains. “Beyond the aesthetics, robust, moisture-resistant stocks remain a staple to ensure the branding holds up in cold-chain environments.”

Gale also observes that green and sustainable packaging is no longer a “nice to have” instead being viewed a primary requirement. He adds: “We’ve seen a massive uptick in requests for FSC-certified stocks and labels made from recycled content (like grape waste or citrus by-products). Additionally, there’s a growing trend toward “premiumisation” through embellishments like cold foiling and intricate die-cutting, allowing craft brands to compete with high-end spirits in terms of shelf presence.

“Brand identity can get diluted when your labels, POS, and packaging are coming from three different places. We’ve unified the process. Whether it’s roll-fed labels, FSDU’s or large-scale litho POS run, our in-house team handles the design, prototyping, and production in one place to ensure total consistency.”