The marketing muscle of the label is well-known among brand stewards. A great label can give a product “pick-up power” and get it into the shopper’s cart—at least the first time. Beer is a case in point.

What happens when the quality of the label doesn’t match the quality of the product? A blog called beer(en)stein found, anecdotally, at least, that poorly designed labels could hurt sales of well-crafted beers. Take a look at what this author says are the important pieces of information that should be on a label to indicate the brewer is serious about making a quality beer.

Simplicity is “in” in labeling. Give consumers only the most essential information, and tell them a story that compels them to become buyers of your product. But this article makes a good point. When the label design doesn’t sit well with consumers, and key information is missing or incomplete to help guide consumers’ decision-making, they might well perceive that the quality of the beer inside is questionable.