From elevating brand consistency and improving trade relationships to supporting sustainable values and providing operational clarity, there’s a lot more to the keg collar than meets the eye, explains Richard Goodridge, head of design at LT Print Group.
In the modern, competitive brewing industry, branding is everything. From the name of the beer to the design of the can or bottle, every detail matters when it comes to shaping customer perceptions and standing out in a crowded market. However, one essential component often goes unnoticed in the broader brand conversation: the humble keg collar.
Traditionally seen as a compliance tool to provide regulatory information, keg collars are often treated as an afterthought. But in reality, they present a unique opportunity for breweries to reinforce their identity, communicate professionalism, and even enhance the customer experience, both at trade and consumer level.
More than just a label
At a basic level, keg collars serve a critical regulatory function. They carry information required by law, including alcohol content, allergens, product names, best-before dates, and batch codes. For health and safety reasons, this information must be accurate and clearly legible.
Yet while these practical details are non-negotiable, the way they’re presented doesn’t have to be plain or generic. As with any piece of packaging, design choices, colour, typography, layout, material and finish, play a vital role in communicating brand personality. A poorly designed keg collar may still tick the compliance box, but it misses a valuable opportunity to support the brand it represents.
A key touchpoint for trade
Keg collars are more visible than many breweries might think. In a bar cellar, a distributor’s warehouse, or an event keg line-up, the collar may be the only visual cue available to identify what’s in the keg. It becomes a point of reference for bar staff, event organisers and distributors when making decisions about what to promote, display or serve.
In this sense, the keg collar acts as a miniature billboard. Clear, well-branded designs stand out amongst a sea of plain or inconsistent labels. They make it easier for people to find your product, remember it, and associate it with professionalism and care. In a busy hospitality environment, these small visual cues can have a surprisingly big impact.
Brand consistency matters
As brand consistency becomes increasingly important in driving recognition and trust, keg collars offer a valuable opportunity to reinforce the visual identity that’s present across cans, bottles, pump clips and merchandise. A collar that mirrors your wider brand colours, logo placement, and tone of voice creates cohesion, strengthening the overall identity in the minds of trade customers and consumers.
Design elements such as colour coding different beer styles or using illustrations that match core range labels can also aid logistics and front-of-house service, helping bar staff quickly distinguish between products. The more consistent and intuitive your print materials are, the more confidence they inspire.
Boosting operational efficiency
Keg collars also play an important practical role in supporting brewery operations. They make stock easier to manage, allow for clearer batch traceability, and can help reduce errors in fast-paced environments. For example, including clearly printed batch numbers or filling dates on each collar can support quality control or simplify internal record keeping.
For breweries working with multiple third-party venues or distributors, collars are often the only communication method that travels with the keg, so clarity is essential. Poor print quality, ink smudging, or inconsistent sizing can cause delays, confusion, or incorrect pours. Choosing robust print materials with water-resistant coatings ensures information stays legible even when kegs are stored in cold or damp conditions.
Keg collars as storytelling tools
As more breweries look to differentiate themselves with storytelling and deeper brand narratives, keg collars can also become a vehicle for creative engagement. While space is limited, some breweries are using collars to share tasting notes, brief brand bios, or QR codes that link to videos or web content.
Interactive design elements like these can drive engagement with consumers at taprooms or festivals, where customers are curious about what they’re drinking. A QR code linking to a digital menu, music playlist, or brewing process video can add an extra layer of experience to a pint, encouraging connection beyond the pour.
Materials and sustainability considerations
With increased focus on environmentally responsible practices across the brewing industry, sustainable materials are becoming a key consideration for all forms of packaging, including keg collars.
Switching to recycled paper stocks, using vegetable-based inks, or reducing plastic content are all feasible choices that can lower environmental impact. Some printers, like us at LT Print Group, also offer FSC-certified options. Not only do these choices align with more environmentally responsible business practices, but they also resonate with today’s more eco-conscious consumers.
Breweries who align their brand with sustainability often find that even these small decisions help to strengthen their reputation and values in the marketplace. While a keg collar might be disposed of after a keg is finished, the message it sends about your brand can stick around for far longer.
What happens when it’s done badly?
The impact of poorly executed keg collars shouldn’t be underestimated. Bad print quality, incorrect information, or clumsy design can reflect badly on a brand, suggesting carelessness or inconsistency. In practical terms, this can also lead to errors in bar service, missed promotional opportunities, or even issues with compliance if mandatory information is obscured or missing.
Given the relatively low cost of producing keg collars compared to other forms of packaging, it makes commercial sense to do them properly. The return on investment isn’t just visual, it’s operational, reputational, and regulatory.
This is why working with an experienced print partner is key. At LT Print Group, we work with breweries across the UK to produce high-quality, splash-resistant keg collars that not only meet regulatory standards but also help reinforce brand identity. An experienced print partner understands the importance of durable materials, colour consistency, and design integrity, even for small-format print like collars.
Keg collars may be small, but they punch above their weight when it comes to brand communication and functionality. In a market where attention to detail and customer experience are key, treating the collar as an integrated part of the brand, rather than a printing afterthought, can make all the difference.
From elevating brand consistency and improving trade relationships to supporting sustainable values and providing operational clarity, there’s a lot more to the keg collar than meets the eye. As the craft beer market continues to grow, those breweries that pay attention to these finer details will be the ones that leave a lasting impression, on the bar and beyond.
