We know a little bit about loving craft beer, and we all have our favorite styles. What makes us, then, drink outside the box? Try something new and daring for our tastebuds? It just might be the eye-catching packaging that calls to us from the refrigerator case or shelf.
We sat down with Brewers of Pennsylvania Associate Member Dan Resciniti, Jr., Executive VP of Sales and Marketing for NEPA Carton & Carrier Co., Inc., to get the inside scoop on what makes packaging almost as tempting as the beer itself.
In these difficult times, how has the industry reacted to the global pandemic?
Dan Resciniti: In the Commonwealth of Pennsylvania, companies such as NEPA were determined an essential provider (Manufacturing – Paper Converting and Packaging). That came with guidance and “outstanding measures to ensure the safety of personnel and products disembarking from the facility.”
Because brewery owners and executives had to basically abandon their existing business models, they looked to new and strategic ways to endure the pandemic including packaging almost all of their beer for takeout. At NEPA, we noticed an uptick in the overall numbers of plain 4 and 6-pack bottle carriers, as well as plain 12- and 16-ounce hand “pack’can-wrap” options lacking custom branding. It is an easy way to offer pre-order mix-and-match pick-ups from the brewery and/or tasting room.
Many distilleries, as well as breweries, have responded to the call-to-action to produce hand sanitizer, which also requires new and innovative packaging.
We all love it when our favorite craft brew appears on the store shelf and, lately, becomes available as packaged goods. Tell us a little bit about what makes the packaging (beverage carriers, can wraps) that we take home important to brewers.
To start, let’s touch on some of the things that are easily overlooked. I would say that the highest priority is timing. Many factors envelop custom beverage packaging production, and delays in any of those aspects can hamper production efficiencies, marketed release dates — and intended margins. For instance, if you intend to release a “harvest style” beer in mid-September, then the packaging should be in your brewing facility by mid-August at the latest. Your vendor’s lead-time — the amount of time that it takes your supplier to react, process, proof, schedule, produce and ship — is highly critical to a successful launch or release.
Next, and a little more obvious, is effective branding, recognition and differentiation. When a prospective beer-lover walks into a retail space that’s packed with different brands, you want them to be able to find yours without an exhaustive search. Point of purchase (POP) displays are a very constructive tool, but not every craft brewery can readily procure floor space. So, they’re forced to think outside the box. Many of our current customers utilize high-visibility PMS (Pantone) colors in their artwork, or have a more simplistic color approach to stand out on the shelf. Ask yourself this question: Why are all stop signs and most emergency vehicles red?
What should a brewery owner/manager look for when selecting a company to produce the packaging for its cans and bottles?
The first thing, hands down, is a lead-time reassurance. The last thing that a brewer wants is to have sellable beer in a bright tank for an extended period of time. A wise brewer once told me, “If it’s in the tanks, then it is not making me money.” Having to wait to package your profits is not only completely inefficient, but it’s ultimately frustrating. Not only is the lead-time important, but the reaction time is, as well. Watch for a longer inquiry to order response time from your representative; that may equate to a longer lead-time.
Some of the other characteristics which are always important to smaller craft breweries are minimum order requirements, SKU (flavor) minimums and set-up charges. It’s important that you find a company that’s upfront with you and can work with you throughout your evolution. Having knowledgeable and reputable representatives can certainly be a game changer. Not only should they be able to help you with the ins and outs of the process and production, but they should also be able to quickly suggest alternatives to your plan, which can potentially save you money.
Do breweries generally provide the branding and artwork, or do they look for a company with internal design capabilities?
Not only is your relationship with your packaging company important, but so is the relationship with your graphic designer/artist. Most brewing companies have enlisted the talents of a graphic designer for their cans, bottle labels, keg collars, merchandise, etc. That artwork can be easily rearranged and implemented onto a design template (die-line) by most capable artists. In this case, those templates should be readily available from the packaging company. Additionally, having a company that has a well-versed pre-press department is extremely helpful.
What types of equipment do these types of companies use to manufacture these containers?
Without getting too technical, production consists of the following functions: Sheeting (or converting), printing, die-cutting, folding/gluing and packing. Some companies can do some of these things, and would then employ the assistance of other companies to complete the phases they lack. However, some companies can do it all. NEPA, for example, has two sheeting plants, two large format BOBST die cutters (with blanking and stripping capabilities), six right angle gluers and three straight-line gluers. Finally, we utilize a 57” Koenig & Bauer high-speed 6-color + coating printing press, which runs at a top-speed of 17,000 sheets per hour. This German press maintains quality and consistency characteristics that are second to none. In fact, we’ve been so impressed by its performance over the past five years that there was no need to shop when adding a second press to our operations.
Are there specialty techniques a brewery might look for so its packaging stands out on the shelf?
Simply put, we have done and seen some pretty off-the-wall ideas! If it’s within the realm of possibility, then go for it! However, everybody has to understand that being different comes with a cost. When you attempt to change a company’s die-line into something that they normally wouldn’t run and you are the only brewing company running it, then you have to expect to pay a premium for it. It’s not because there is more or less paper to construct the carrier or can wrap; it’s simply because an entire plant “make ready” must be completed. A make ready refers to the amount of changeover time needed to set up and run a creative job and return to normal operations.
I guess that I’m kind of partial, because I’ve been a Pennsylvania boy my entire life and think that we have the best beers right here in PA. In an excerpt from “Field of Dreams,” the voice says, “If you build it, they will come.” In that same vein, if Pennsylvania breweries continue the trend of making the highest-quality, taste-driven brews, then people will buy them regardless of whether there are smoke and flames shooting out of your carrier!
How do companies assure the packaging is as green as possible, and gets recycled? Other recycling considerations?
In this day and age, with the influx of green initiatives and ecologically friendly products, sustainability should be on the front lobe of every manufacturer’s mindset. In this industry, waste happens to be paperboard and corrugated material. We have strategically updated our operations to capture nearly 95% of our production waste, and have a long-standing relationship with a local Pennsylvania company to recycle those tailings. All of our products are 100 percent post-consumer recyclable, and can be delivered for processing post-use without consideration.
What are the top three things a brewery owner/manager should consider when selecting a packaging company?
Without trying to sound like a broken record, I would say that the top three are: lead time reassurance, direct personal contact with a company representative (i.e. customer service) and the product quality. A strong additional consideration is always competitive pricing. However, you have to keep in mind that “you get what you pay for,” and in this case cheaper isn’t always better.
NEPA Carton & Carrier Co., Inc., has served the folding carton industry from its present location since 1984. It brings to the industry more than 50 years of collective experience. It’s a family-owned and -operated, company that prides itself on the personal attention given to each and every customer, as well as the fastest turnaround in the industry — even on customer designs NEPA Carton stands for superior customer service, quality products and quick turn-around.
The Brewers of Pennsylvania is a nonprofit trade association that brings together leaders of Pennsylvania-based breweries in order to promote and protect the brewing industry in the state. Established in 2011, the Brewers of Pennsylvania serves the consuming public of Pennsylvania by encouraging brand diversity in the market. We believe in the nobility of brewing and hold dear the great traditions and history of Pennsylvania brewing.
