Sustainable Small Batch Packaging Demands a Direct Decoration Approach

Direct-to-object UV inkjet printing is less water-intensive than other printing methods, reduces waste generated by sublimation or transfer paper, and simplifies end-of-life recyclability. Image courtesy of Inkcups.

Direct-to-object printing can enable a more sustainable approach to primary packaging for craft beverages.

By Jessica Makrinos, Marketing Manager, Inkcups

Characterized by their eye-catching packaging and bold brand identities, ‘indie’ beverages, craft beers and artisanal spirits are steadily carving out valuable market segments as consumers seek out drinks that match their lifestyles, personal preferences and even identities. However, with many such brands emphasizing sustainability practices such as sourcing ingredients locally and minimizing water usage, and consumers increasingly wary of greenwash, packaging for small batches is increasingly under pressure to reduce production waste and increase recyclability.

Craft Beer Matures as Artisanal Spirits and Small Batch Soft Drinks Grow

Following explosive growth throughout the 2010s, the US craft brewing industry has matured, with the number of microbreweries in the country having hovered around the 2,000 mark since 2019^[1] according to national beer sales and production data. However, despite a slight decline in overall craft beer volumes from 2023 to 2024, craft beer’s share of the US beer market remains steady at 13.3%, and the retail value of craft beer actually increased in 2024^[2] according to the Brewers Association. One of the reasons for this is undoubtedly the premium cachet of craft beer, reinforced in large part by its vibrant packaging and authenticity-led brand identities.

The spirits category appears to have picked up the ‘craft’ torch, with the US craft spirits market projected to grow at a CAGR of 28% through to 2030^[3] according to Grand View Research. Gin, whiskey, rum and tequila, as well as less well-known spirits, are all seeing a shake-up as consumers look for unusual flavors, more sustainable production practices and packaging that conveys their artisanal image. The ‘ready-to-drink’ cocktail market, with its wide range of innovative packaging formats, is also growing at an impressive rate (15.3% CAGR)^[4] according to Grand View Research. Small batch ‘indie’ or ‘craft’ beverages, such as sodas, mixers and functional drinks, are also experiencing rapid growth, driven in part by health and wellness trends along with rising consumer demand for premium alcohol-free alternatives.

Sterkstokers in Belgium brought bottle decoration in-house to give them greater control of their packaging. Image courtesy of Inkcups.

Low Inventory Packaging for Small Batch Beverages

With the agility enabled by their smaller volumes, craft producers have been at the vanguard of innovation in beverage packaging for some time. From limited edition and seasonal packaging to customization, many have taken advantage of the vivid colors and intricate designs enabled by direct-to-object inkjet digital printing technology to create designs that both encapsulate their brand stories and grab attention on the shelf. In so doing, many have also been able to take a leaf out of the lean manufacturing handbook, reducing waste in the areas such as transportation, inventory and overproduction by producing small volumes as and when they’re needed. Some microbreweries and distilleries, such as Sterkstokers in Belgium, have even been able to bring bottle decoration in-house to give them greater control of their packaging.

UK-based Bottled Goose, started off in personalized gifting but soon recognized the packaging potential of their direct-to-object offering and established an arm of the business focused on small batch and bespoke packaging for fledgling distilleries and emerging cosmetics brands.

Going Direct to Reduce Production Waste

The same agility that enables craft beverage producers to get creative with their packaging also means that they can more easily explore sustainable material options, as well as production methods such as direct-to-object printing. By enabling the production of striking 360° graphics directly on bottles and cans, direct-to-object printing makes it possible to achieve visually appealing cylindrical packaging without any need for adhesives, labels or shrink sleeves. Not only does this eliminate waste from the decoration process, it also reduces the energy consumption and transportation associated with producing and then applying labels.

Direct-to-object UV inkjet printing is also less water-intensive than other printing methods and does not generate waste such as sublimation or transfer paper. In addition to this, unlike solvent and water-based inks, which typically dry through evaporation using heat, UV inks are cured through a chemical reaction that occurs when they are passed under UV light, which means it doesn’t generate pollutants and also consumes less energy.

Simplicity Boosts Recyclability

Eliminating adhesive labels and shrink sleeves is not only a production saving. It also stands to make end-of-life recyclability easier for the consumer by removing the need for them to separate these from items before sorting them into the appropriate bin. Given the strong recyclability credentials of glass bottles and aluminum cans, this stands to be an increasingly strong selling point as both consumers and regulators look for packaging to become more sustainable. Indeed, with rigid plastic packaging expected to decrease in use over the next few years, respondents to the PMMI’s 2025 Beverage Industry Packaging Trends survey anticipate a 20% increase in the use of metal packaging.^[5]

That same PMMI research found that one of the most significant influences on how all beverages are both produced and packaged is the growing emphasis on sustainability and recyclability from beverage producers, retailers and consumers alike. In addition, governments around the world are increasingly introducing regulations aimed at driving greater circularity in packaging, improving its recyclability and reducing its overall environmental impact.

For craft and artisanal beverage brands keenly focused on their sustainability credentials, making more environmentally friendly packaging choices is about more than simply responding to trends; it is an essential part of their overall product offering. With their small batches and close connection to their consumers, they are ideally placed to capitalize on the sustainability benefits of direct-to-object print technology for packaging decoration.

UK-based Bottled Goose recognized the packaging potential of their direct-to-object offering for small batch and bespoke packaging for fledgling distilleries and emerging cosmetics brands. Image courtesy of Inkcups.

About the Author

Jessica Makrinos is the Marketing Manager at Inkcups, a leading supplier and manufacturer of direct-to-object inkjet printing equipment, pad printing equipment, laser platemakers and corresponding supplies.

About Inkcups

Inkcups is a leading supplier and manufacturer of digital inkjet equipment, pad printing equipment, laser platemakers and corresponding supplies, with direct sales, technical support and warehouse locations in the USA, Mexico, Germany, Hong Kong, Vietnam and other global locations. Inkcups manufactures high-quality industrial machines for a wide range of industries, including apparel, drinkware, promotional, electronic, medical, sporting goods and automotive markets. For more information, visit https://www.inkcups.com

References:

1 https://www.brewersassociation.org/statistics-and-data/national-beer-stats/

2 https://www.brewersassociation.org/statistics-and-data/national-beer-stats/

3 https://www.grandviewresearch.com/horizon/outlook/craft-spirits-market/united-states

5 https://www.pmmi.org/report/2025-beverage-industry-packaging-trends