AB InBev to Replace Paper Labels with Direct Print on Bottles

Anheuser-Busch InBev is said to be pioneering a new technology that prints its label designs directly on bottles instead of on paper.

The new technology which is already being tested in the UK could be rolled out globally if successful. The new scheme has environmental and cost benefits due to the reduction in paper.

“While fuller economic footprint analyses are still being done of the new technology, printing directly onto the bottle will remove label materials used in more traditional printing methods,” an AB InBev spokesperson said.

The new technology is being developed at AB InBev’s Tattoo Alpha Plant (TAP) in Haasrode, Leuven, Belgium.

The technique involves applying Ink and varnish directly to the glass with a ‘no label’ look, which wraps around the entire bottle. It also is digitally embossed, giving a raised tactile effect.

“Direct object printing on glass is a revolution in print and AB InBev is pioneering this technology,” said Simon Gerdesmann, TAP site manager.

“This digital embossing is one of the most unusual capabilities of this technology. Colourless ink is used to [mimic] traditional glass embossing, bringing a new dimension to bottle decoration — consumers will feel and experience a bottle in a completely different way.”

The bottles are being launched in the U.K. as part of a limited edition run of Beck’s Artist Series, a partnership between the company’s Global Innovation and Technology Center and six up-and-coming artists. There will be nine bottle designs in the collaboration.

One of the benefits of the technology is reduction of lead times for small batches to possibly four weeks faster than traditional bottle labels, from designing to having it on the shelf.

October 30, 2019