Savor the View: Devils Backbone Vienna Lager has a Trail Label for you

The brand

Inspired by a craft beer enjoyed in a brewpub on a ski trip in the Alps, Devils Backbone Brewing Company founders decided to start a brewery focused on serving European-style beers. This unique brewery is located in the middle of the Blue Ridge Mountains in Virginia, USA and is named after this area’s rugged terrain. This award-winning brewery has a passion for nature and that’s reflected in their thoughtful approach to brewing. This brand has grown and can be enjoyed in two of their brewpubs in Virginia or found in restaurants and retail locations across much of the US.

Devils Backbone’s connection to nature and proximity to the Appalachian Trail in the Blue Ridge Mountains led them to create a unique promotion for one of their most popular beers, Vienna Lager. This promotion features 14 different labels each depicting a scenic highlight from each state the Appalachian Trail passes through. This promotion is intended to engage with consumers and appeal to those who likely share their passion for the outdoors.

The challenge

A promotion with 14 unique label designs printed sequentially throughout the production presented challenges that could only be achieved with digital printing.  However, beer labels must withstand moist conditions during the filling and packaging process and perform well in ice coolers. In addition, because of Devils Backbone’s focus on freshness, the brewer laser prints a “Best by Date” to the label during filling.  Due to the requirement of the sequential printing, the need for robustness and the ability to be date coded, this ruled out traditional digital printing.

 

The solution

MCC tapped into our UV digital printing capabilities in one of multiple plants with this technology.  This allowed for the sequential print requirement, provided the durability needed and allowed for the laser coding during the filling process.

The result

The final label exceeded the customer’s expectations. They received bold, dynamic variable image, sequentially printed labels durable enough to look great through consumption. This promotion is also exciting for the customer who will notice the 14 different designs or can collect the 14 bottle variations.   

What better way than by representing the 14 most beautiful A.T. overlooks on our best-selling and award-winning Vienna Lager?” 

Kim Oakley, Marketing Director at Devils Backbone Brewing Company