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.
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.
Sources:
- Brewers Association. Scan Share of Craft Beer Remains Remarkably Steady. https://www.brewersassociation.org/insights/scan-share-of-craft-beer-remains-remarkably-steady/
- Alcohol and Tobacco Tax and Trade Bureau. The Beverage Alcohol Manual. https://www.ttb.gov/beer/beverage-alcohol-manual
- Environmental Protection Agency. Frequent Questions on Recycling. https://www.epa.gov/recycle/frequent-questions-recycling
