Craft brewers are betting on the label to conquer drink lovers

Creative, colorful, bold or traditional or not, but with sharp claws to catch the market. No financial conditions to compete toe-to-toe with the brands of beer, craft Brewers national industrial miners, usually small entrepreneurs, have conquered consumers investing beyond the special flavor of the drink: on labels. Funny, cute and attractive, the outside of the bottle is, according to the producers, work of art and, as such, as important as what's inside her. If for those who purchase is fun, who produces the thing is serious. So much so that designer specializing in Brewer. The value of each setting varies between R $ 1,000 and around r $ 10 thousand. The return, according to entrepreneurs, is the conquest of good beer drinker even before the first SIP.
With the handcrafted beverage market increasingly consolidated in Minas Gerais, where there are 25 factories and 55 of the 120 styles produced in the world, being the second producer of craft beer in Brazil. "We lost only to the Paraná, where are 1 million liters produced per month. In Mines, are 800 thousand liters per month, "says Humberto Ribeiro Mendes Neto, owner of Jambreiro beer, brewery Inconfidentes. Humberto, who was President of the Association of Craft Brewers of Minas Gerais, regrets that the Brazilian production is so shy with regard to industrial. "The 800 thousand liters produced here by month handmade are made by a single factory of Ambev in just eight hours," compares. The numbers give a dimension of how the thread is still walking and fly open competition need more choice. "Our industry represents 0.2 percent of the market," says Hubert.
For these and other labels have been given so much importance for the craft Brewers, since it is a way to attract the eye of the consumer. Four years ago, the graphic designer Fabio Guimaraes made his first job in the business of beers. "The imported drinks that came to Brazil in 2010, especially the Americans, came with a different proposal. The Brewer realized he needed to innovate. I searched customers, and the first of these was the South of Brazil ", he recalls. At the time, Fabius was creating for various areas, until this year, he claims to have 80% of its service back to the craft beer industry, with customers in Mines, South of the country, São Paulo and Mato Grosso. "The market is growing too. Earring, if someone calls claiming to be Bill Gates and wanting my service, I only get if you go to beer ", having fun.
Known in BH and one of the few designers who specialize in the area, Fábio says many entrepreneurs hire agencies to make the labels, which may have a higher cost. "If we look at popular beers, the presentation of them is similar to each other. Generally, rely on a bunch of malt, have the big name, colors red or yellow. Craft beer for coming with a different proposal, the labels have to be more elaborate and depends on the concept that the brand wants to spend. There are breweries seeking a more traditional image, others want something more informal, irreverent. Everything will depend on the audience you want to reach, because the clientele, which in this case is specific. Is not a drink that in any bar, "he says.
Production per year, generally, are produced by breweries until five new labels, second estimate the Brewers. That's where the Bill can push for the producer. In addition to the amount paid the company or freelancer for the creation of the image, the producer has to pay for the printing. According to Fábio Guimarães, the value at the printers will depend on the paper used, but generally is around $ 500 to $ 800. The big problem is that, when it comes to craft a drink, the labels are constantly changing, whether by new ingredients used in composition, is to attract new consumers.
Bruno Lins, founder of the monthly fair of craft beers to try, remember even though BH produces 55 styles of craft beers, out of a total of 120 in the world. "For this reason, the Brewer is always testing. And new labels have to be created, "comments. As a consumer, he says he sometimes takes home those attractive presentations, even if you've never heard of the brand.
Even with the success that begins to emerge, Humberto Ribeiro Mendes Neto, Jambreiro brewery, emphasizes that the productions are small and varied labels. "Can't we make 50 thousand labels if there's always a renewal. Each labelling (contrarótulo, little tie and front) leaves to the producer, in graphics, for about $ 0.50 ", account, saying, the Jambreiro, for example, has no contrarótulo and the value comes out to $ 0.35 each, with the purchase of a thousand. "Before, the graphics demanded of us a greater amount. Now, some are adapting to our reality, "he says.
Invest in good presentation
Managing Director of OZ Designer Strategy and institutional relations Director of the Brazilian Association of Design companies, Giovanni Vanncchi says that even with the values, any company has to invest on good presentation. "The fight of the craft beers on the market, the level may not be the same. So much is that differentiation begins already in the name, the labels, some even have a language more vintage, have humor and go down a path of differentiation of major brands and a greater proximity to the audience, "he says.
For him, there's no way to survive in this market without a professional designer. "About 70% of products in supermarkets have no other communication unless the packaging. A few craft beers have an advertising campaign, so the package will be your single point of contact with the consumer. "
The Küd Brewery, for example, according to one of the partners account, Bruno vines, there is the concept of beer and rock 'n' roll. In addition to the seven line drinks, the company manufactures two seasonal, one of Easter, that tastes like bitter chocolate, and another that takes halloween pumpkin in its composition. The labels of them allude to famous rock bands such as Nirvana and AC/DC. "We started our production in 2008, but only last year started making beer in bottle. We hired the designer Fabio to make the labels, which, for us, are key to sales. We believe that stands out on the shelf that more elaborate packaging and that reflects the quality of the product, "he says.
For vines, the goal is to convey to the customer the same satisfaction of drinking in eye contact. "Our consumers have to be conquered before drinking our beer," he says. With the school, the company has a monthly account, in which the Professional is required to update or innovate on labels. "We are in constant evolution," he says. (LE)

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How much does it cost
To do a basic presentation of the beer, with the neck label (also known as little tie), the contrarótulo and the front label, the freelance designer charges about $ 1,000 for creation. However, with an agency, this value can be much taller. According to the account partner in the brewery, the Vinyl Group Inconfidentes, Ricardo Marques, the brand has four labels developed by two different advertising agencies. "When we were developing this image of the bottle, the first company that we wanted to charge US $ 9.5 mil only by creation. We stayed with a charged us $ 4.5 thousand "reveals.