Shrink Sleeve vs. Pressure-Sensitive Craft Beer Can Wrap Labeling

The market for canned craft beer has exploded in the past few years, thanks to more cost-effective production and life cycle, as well as sustainability and reduced environmental impact. But, if you’re switching to can production, you need to make several choices regarding new product labels. 

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Are pressure-sensitive can wraps or shrink sleeve can wraps a better fit for your production system and your marketing? What features should you look for in a can label? How does a can labeling system fit into your production system? 

Here’s what you need to know, so you can make an informed decision about your labeling needs.

Why Should I Consider Canning My Craft Beer?

Cans are lighter and less prone to failure than glass bottles. This saves money and lowers your business’ ecological footprint. In fact, switching from glass bottles can cut your transportation and refrigeration emissions by 35-50%.

Why Wrap Cans Instead of Printing Them?

When printing directly on cans, most printing companies require a minimum order of one truckload, which is typically 150,000 cans. For small craft breweries, this one order could be more than your entire output for the year. (And, even if you have a large operation, you probably have some seasonal product lines that sell in much smaller numbers than this minimum order.) 

But, good news–numerous craft brewers are switching to cans nowadays, thanks to new labeling technology. Unlabeled cans, called “brites,” are available by the pallet, and labels can be purchased by the reel, which lets brewers purchase small, manageable orders. It also simplifies storage, since you can have a few pallets of reels to go with your can inventory, instead of storing cans for every line you offer.

Can wraps offer maximum shelf appeal for your product while providing a more flexible packaging inventory scenario.

Pressure-Sensitive Labels vs. Shrink Sleeve Labels

There are two choices for the label application process for your cans: pressure-sensitive labeling and shrink sleeve labeling. Each method of craft beer labeling has its advantages and disadvantages.

Pressure-Sensitive Labeling for Beer Cans

Pressure-sensitive labels wrap around the flat surface of the entire container. On cans, that means they cover most of the can, leaving the base and lip untouched. These adhesive labels stick to the can on contact. Application equipment is simple, and it’s easy to add information during label application with a print engine.

Pressure-sensitive labels cost a little more than the cut and stack cold glue labels used on some bottles. However, if you already use pressure-sensitive labels on your bottles, you’ll find little difference in labeling costs when you switch to cans.

Shrink Sleeve Labeling for Beer Cans

When shrink sleeves are heated, they form around the entire side of the can, including the curved areas. This gives you more real estate to add graphics and information to the label design. 

This option also utilizes the container shape for 360 degree design. Plus, the printing is on the inside of the sleeve, so it’s harder to damage via abrasion. 

However, the label printing, materials and complicated labeling system required for shrink sleeve application makes it more expensive than pressure sensitive labeling. Unless you have a large operation, many small brewers find that they need to outsource shrink wrap labeling, which complicates logistics. (Expect to spend at least 25% more on a shrink sleeve label than a pressure sensitive label.)

Cans have to survive in warm, cold and moist environments, including trucks, refrigerator cases, cars and ice-filled coolers. Shrink sleeves are plastic, and they don’t use adhesive, so they aren’t affected by moisture. However, moisture can be a problem for pressure sensitive labels, both during packaging and throughout the life cycle of the product. Condensation created after filling can keep some adhesives from setting. (This can be avoided by using a “wet” adhesive, or by wiping off the cans with an air knife shortly before processing. And, condensation issues during the product life cycle can be avoided by choosing water-resistant labels.)

Since shrink sleeves aren’t bonded to cans, they can peel off during transit, and they can warp when exposed to extreme temperatures. To limit the heating of the beer during application, beer can sleeves must be pre-shaped to something close to the container size before application. This adds complexity and cost. A pressure sensitive label, by comparison, is much harder to damage.

Keep in mind that it’s all but impossible to print directly onto shrink sleeves, so any container-specific information has to be applied to the bottom of the can using a high-speed printer. With pressure-sensitive labels though, information can be printed directly on the label during application. This is especially handy if you want to add a “best by” date to the can.

As for appearance, each design has its advantages. Shrink sleeve can wraps offer the widest coverage, so you have more space to add information. However, pressure-sensitive can wraps are available with a wide range of full-color options and finishes, helping your beer stand out on the shelf.

Recyclability May be Affected by Label Material

Aluminum cans are a great choice if you want more of your containers to be recycled. While most curbside recycling programs won’t pick up glass, virtually every program accepts aluminum cans. However, the labeling you choose can be an issue

Both shrink sleeves and labels burn off cans when they’re melted down. Currently, this isn’t a problem because these cans make up a small percentage of the total waste stream. However, the residue shrink sleeves leave behind is hard on equipment, and they may be mistaken for plastic bottles during sorting. Vinyl labels have similar problems, but on a smaller scale. Paper labels burn cleaner, but the fire they produce can still damage equipment. If their use increases, we could see recyclers refuse to take labeled cans, or apply an upcharge for waste streams that include these cans.

Shrink sleeves are easy to remove, but they almost always end up in the trash. PVC sleeves can’t be recycled anywhere. PETC sleeves can be recycled, but most recycling programs can’t take them. Treated paper labels can be recycled, but waterproof vinyl labels cannot. If you want to minimize your product’s environmental impact, you need to pair your recyclable labels with adhesives that allow the label to be removed by the end user.

What Does an Effective Craft Brewing Labeling Solution Look Like?

If you want to see what a can wrap system can do for your production system, check out our video with Birdfish Brewing Company. We worked with them to create a new labeling solution for their products that addresses their production problems and speeds up application.

If you need a flexible can labeling solution, consider our 360a WR Wrap System. This machine can apply labels to a range of round containers, and it can switch between several pre-calibrated label configurations. This lets you use one machine for several sizes of cans, from standard 12 ounce containers to crowlers.

In most craft breweries, space is at a premium. That’s why we design our labeling equipment for compactness and compatibility with our adjustable bases. Our H-base stand has a low profile base, so it can slide under conveyors and other equipment. It uses an internally-routed lift system that has both fast and fine adjustments. This makes it easy to line up your labeling machine with your production line’s conveyor belts. At CTM Labeling, we offer this stand with stainless steel components, so you don’t need to worry about contamination from paint or rust.

We Can Help You Make the Switch to Cans

Craft beers, cocktails and sparkling waters in cold, crisp cans are becoming increasingly popular among shoppers and brew lovers. Beverage-makers are also opting for sturdy aluminum containers instead of breakable glass bottles. But there’s something else on the horizon, too—shrink sleeves in place of traditional adhesive labels, or pressure-sensitive labels.

While pressure-sensitive labels have been a long-standing trademark of the beverage industry, shrink labels from aluminum can packaging providers steer clear from tradition, offering innovative and eye-catching designs that fit the bill—literally.

Are you interested in learning more about Craft Beer Shrink Film? Contact us today to secure an expert consultation!

However, both labeling techniques have their advantages, and can even serve different purposes. In this guide, we’ll explore the merits and drawbacks of each to help you choose a label that helps your beverage make all the right impressions. 

What Are Shrink Sleeve Labels?

Shrink labels, or shrink sleeve labels, are made of a plastic or polyester film that is heat-shrunk to cling tightly to a container of any shape or size—like an aluminum can—making it a strong contender for can labels for its bold colors and seamless designs. 

Shrink labels are also common on numerous types of everyday products, including:

• Deodorant sticks
• Household cleaning supplies
• Sauce jars, as tamper-evident seals

However, the use of shrink labels for cans is a somewhat recent innovation. 

In a shrink label, the heat shrinking process locks ink behind a protective wall of plastic and forms the label to the shape of the container with precision. 

Digitally designed text, graphics, and branding materials are usually printed on the side of the plastic that clings directly to the can wall rather than on the outside of the plastic, providing durability and protection from:

• In-transit scratches and friction
• Light exposure

Shrink labels from private label packaging companies are also relatively easy to remove. After a quick snip with a pair of scissors or a careful flick with the tip of a knife, users can peel off the plastic label with no adhesive residue or pesky paper peel left behind. 

What Are Pressure-Sensitive Labels?

While shrink labels are a relatively new player in the can labeling game, pressure-sensitive labeling is a well-established staple of craft brewery can labeling. 

Also marketed as pressure-sensitive labels, pressure-sensitive labels are essentially stickers that adhere to the outside of a can. Pressure-sensitive labels can be made from a variety of materials, including but not limited to:

• Paper
• Plastic
• Vinyl

However, paper is most often the material of choice for most label companies. That’s because they’re eco-friendly and cheaper than other types of adhesives, often being used for:

• Price tag stickers
• Food jar labels
• Prescription bottles

The text, images, and branded materials of a label will be printed directly onto the surface of the pressure-sensitive label, whether it’s made from paper, plastic, or vinyl. The opposite side will have a sticky surface to easily apply to containers, like beer bottles. 

While it’s a classic option, adhesive issues are prone to a few problems:

• Wear and tear – Unless the label is coated with some kind of protective layer, inks are exposed to the elements and can often appear transparent if improperly printed or exposed to elements like the water or sun. 
• Adhesion – The label’s ease of removal is dependent upon the printing medium used. Paper isn’t as easy to peel off like vinyl or plastic, but all three options have the potential to leave behind adhesive residue from the back of the label, which may prevent the cans from being reused or recycled.

While this basic information about both shrink and pressure-sensitive labels should inform your decision-making process, there’s much more to the shrink labels vs. adhesive labels debate, like durability, cost, sustainability, and production time. Let’s dig in. 

Durability

The durability of a label holds a lot of significance as it maintains the integrity of your product’s branding and ensures your product complies with labeling requirements set by the Alcohol and Tobacco Tax and Trade Bureau (TTB).

When labeling alcohol products, the bureau states that labels must be legible and clearly state the alcohol content and disclose certain ingredients, if present. As such, a durable label that can withstand the stress of the distribution chain is essential:

• Shrink labels – Shrink labeling is the most durable can labeling method in the beverage industry. While cans are prone to friction rubbing during transport and distribution, the layer of plastic protecting a can’s printed graphics from the elements will keep both regulatory text and branding material looking fresh, vibrant, and legible. Shrink labels also remain durable in very cold conditions or when submerged in water (like in a slushy drink cooler at the beach, for instance). Additionally, shrink labels can only be removed with the help of scissors or a knife, and won’t fall off as a result of environmental exposure.
• Pressure-sensitive labels – Pressure-sensitive labels (particularly paper labels) are susceptible to rubbing friction, which can deteriorate the inks used to print branding materials and regulatory text on the labels. Their adhesive can also disintegrate or begin to peel off when submerged in water or stored in cold temperatures.
• The Winner: In terms of durability, shrink sleeve labels take the cake and stand the test of time.

Cost

The cost of shrink labels for cans is generally consistent due to the standardized sizes and materials used for labeling. While the content of a label, including regulatory text and branding materials, is different for every company, the amount of material used in the labeling process is the same every time. Prices only fluctuate to accommodate a labeler’s material cost. 

Additionally, while beverage-makers can save money by applying (or even printing) labels in-house, this process would be incredibly tedious for mid-size breweries or small breweries companies with a large canning operation relative to their size. But, this potential for cost savings does give beverage-makers more freedom to financially customize their investment in can labeling. Read our blog on, ‘How shrink sleeves are applied’ to learn more. 

To that end, let’s explore how each type of label stacks up:

• Shrink labels – Shrink labeling requires specialized equipment and technology, which may add some additional costs. However, if you choose to use less vibrant colors or a simple design, you may be able to negotiate a knockdown with the labeling company. 
• Pressure-sensitive labels – Since there are a variety of different types of pressure-sensitive labels used with a variety of materials, companies must research quotes for the size and material type they prefer, so pricing is more granular and inconsistent across the industry. However, additional costs may accrue if you want your design to pop—it typically costs extra to print bold designs on a white background when it comes to pressure-sensitive labels. Whereas, it’s free when printing shrink labels.
• The Winner: While pressure-sensitive labels are most often cheaper, shrink sleeve labels will give companies more bang for their buck with vivid, eye-catching designs that require no additional costs.

Sustainability

Aluminum cans offer significant potential for recycling, but it’s important to note that not every type of shrink label and pressure-sensitive label is recyclable. To be safe, both types of labels must be removed before aluminum cans or bottles can be effectively recycled. 

• Shrink labels – Shrink sleeve labels come off with a quick knife slice and cans are ready for recycling right away.
• Pressure-sensitive labels – Pressure-sensitive labels are difficult to remove and often leave residue, making it more difficult to properly recycle their containers. The residue can clog up recycling equipment, contaminate the recycling stream, and necessitate time- and energy-consuming sorting efforts at your local recycling center.
• The Winner: Any measure of sustainability should consider ease of use: If recycling is difficult, users will just chuck cans into the garbage. By that metric, shrink sleeve labels are superior.

Production Time

Like price, production time can fluctuate based on demand for both label options:

• Shrink labels – Shrink label companies, like Wildpack, typically have a four-to-eight week turnaround time. However, the duration will largely depend on the intricacy of the design, as well as the results of test runs and client feedback. 
• Pressure-sensitive labels – Like shrink labels, the time it takes to ideate and carry out the label design will differ depending on both party’s timeframes and capabilities. It’s best to do your research and find the option that best fits your needs.
• The Winner: It’s a draw! The production time will vary on the label company, rather than the type of label in most cases.

Shrink Labels vs. Adhesive Labels: Which Is Best for Your Brand?

For beverage-makers looking to start their canning operation or to take an existing product to the next level, the decisions between a shrink and a pressure-sensitive label can make all the difference when it comes to making their products stand out against the competition. 

However, the winner is clear: shrink labels offer outstanding potential. They’re ultra-durable, affordable, and sustainable, making them your best friend in the canning business.

Luckily, a reputable, accessible, and affordable shrink labeling operation is here to help your brand shine. Here at Wildpack, we offer high-quality shrink labels with fast production timelines and affordable prices. 

When it comes to your brand, don’t cut corners. Do it right with Wildpack.

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