How a brewery packages its beer can be just as critical as what’s inside the can. Beyond just holding liquid, your choices in packaging can become an essential communication tool. It can shape a consumer’s first impression while allowing your brand to reflect your values, all while finding ways to meet booth consumer and retailer expectations.
Carey Causey, Chief Growth Officer of Ball Corporation, says breweries that want to stay relevant going forward will need to treat packaging as a strategic part of their business, not just an operational one.
“Competition is fierce, not only within the beer category but also from non-alcoholic beverages and other emerging beverage categories,” she said. “That makes innovative packaging and design instrumental for brewers looking to stand out on shelves.”
The opportunity, Causey added, is no longer limited to your label artwork or how your color schemes indicate your brand. Breweries can explore innovations in formats, decorative techniques, and closures that add both function and flair. For example, custom-shaped cans, limited-edition designs, and tactile finishes can help turn a purchase into an experience. Meanwhile, advances in lightweight materials and printing technologies allow smaller breweries to create premium-looking packages without the costs once reserved for larger brands.
“Consumer expectations are rapidly changing, and they want packaging that is convenient, attractive, and proven to be sustainable,” Causey said. “We also see retailers continue to prioritize products that align with their sustainability goals and commitments.”
That shift represents a challenge … and an opportunity. If you still treat packaging primarily as a logistics or design consideration rather than as part of their brand storytelling, it’s time to look further, she noted.
“Packaging is much more than just a vessel for a product,” Causey said. “It offers an opportunity for brands to share their story.”
From emphasizing local sourcing and environmental stewardship to showcasing collaborations or seasonal themes, your packaging can serve as an expression of your brewery’s identity and values. Causey shared more with Brewer Mag on packaging trends she is seeing.
BREWER: A lot of smaller breweries are testing non-alc, low-cal, or wellness-style products. From Ball’s view, what packaging or branding cues are really connecting with drinkers in those spaces?
CAUSEY: First of all, we are excited about the packaging and design innovation we are seeing in the beer category. Consumers are thirsty for more options, and brands are meeting the moment. In terms of packaging, we’re seeing consumers of non-alcoholic, low-calorie or wellness-style products gravitate toward options that reflect the qualities of the products within. As an example, the Alumi-Tek bottle’s reclosable lid supports portion control and on-the-go lifestyles, while the premium aluminum design signals quality and sustainability. It’s ideal for low-cal, non-alc, and functional beverages that benefit from resealability and visual shelf impact.
BREWER: How can breweries use packaging design or format to make a wellness-focused beer stand apart from their flagship lineup without confusing loyal customers?
CAUSEY: Across all beverage segments, we’re seeing creativity in how customers use packaging design to stand out on shelves. Thinking about the right size, right pack and right consumer is key. In terms of size, one way we’re seeing this done is utilizing alternate can sizes, like Ball’s Sleek 12-ounce can instead of a standard can, so that consumers can drink in moderation, but still have access to a premium drinking experience. We’re increasingly partnering with customers to think through how they can stand out on shelf through unique packaging finishes and printing technologies. These offer ways to communicate more with customers and provide direct access to wellness-related content, like nutrition information.
BREWER: From Ball’s decarbonization work, what’s a realistic step a craft brewery could take to show progress on sustainability without stretching budgets too thin?
CAUSEY: Using aluminum packaging is an easy choice. Aluminum cans are already the world’s most recycled beverage containers and as a leader in aluminum packaging, Ball is driving circularity and industry-wide decarbonization. Ball is committed to lightweighting our aluminum cans and bottles — reducing the amount of aluminum used while retaining strength and function — on an ongoing basis to continuously improve. Ball’s sustainability work for our customers and more can be found in our 2024 Combined Report. When customers partner with us, they can point to the progress Ball has made in our transparent and science-based targets as proof of sustainability enhancements in their supply chain.
Another simple thing breweries can do is help consumers understand the benefits of recycling. That could be through incorporating messaging onto packaging or promoting it onsite at brewery facilities.
READ MORE: How Anderson Valley Has Created Zero-Impact Water Usage
BREWER: Big beverage companies are using lifecycle carbon analysis to measure packaging impact. What’s a smaller-scale way a brewery could track its footprint in a way customers and retailers would actually understand?
CAUSEY: There are steps smaller breweries can take to show their environmental impact. For starters, they can track data ranging from energy use in the brewing process, water use per barrel or how recyclable the packaging is. Sharing metrics, such as an average percentage of recycled content in their cans, makes the story real for customers and retailers. Another way to measure and mitigate impact is to seek out Aluminum Stewardship Initiative (ASI) certified products. ASI demonstrates responsible production and sourcing practices with a simple, direct certification logo, and Ball is the first can manufacturer to achieve ASI certification for all its plants globally as part of its strategy to deliver the most sustainable solutions for customers. With the ASI logo, breweries can quickly and easily signal the sustainability of their product packaging.
BREWER: Ball has tested things like lightweight cans and new label technologies. If you were advising a brewery owner, how should they weigh the decision to jump in early on innovations like that versus waiting to see how the market plays out?
CAUSEY: Being an innovator with can design and labeling technologies supports breweries in standing out on store shelves and attracting new customers, thus providing a great story for brands. This is especially true when it connects to sustainability and/or growth goals. We know that 76% of consumers say packaging influences their purchase decisions and that 66% of consumers try new products based on packaging design (Ball 2023 Combined Report). That’s why being an innovator with can design and labeling technologies supports breweries. Ultimately, Ball is dedicated to understanding our customers’ unique needs and is a trusted partner in helping them make strategic decisions that enhance their brand through aluminum packaging solutions.
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