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Belgium’s talking bottles

For nearly 10 years a team of developers at KHS, a packaging machinery OEM based in Germany, has been working on a technology that permits direct digital printing on beverage bottles.

Pat Reynolds, VP Editor
Pat Reynolds, VP Editor

Now, with the launch of Dagschotel brand beer in 33-cL PET bottles, those package printing visionaries can appreciate the fruits of their labor on a store shelf. Actually, with a smart device and the right app, they can hear the fruits of their labor on a store shelf.

Martens Brouwerij, based in Bocholt, Belgium, has introduced its Dagschotel beer in coordination with a well-known group of Belgian TV actors who star in F.C. Kampioenen, a long-running Flemish sitcom chronicling the adventures of a fictional local football team. Martens has injected an extra dose of fun into the launch of its new beer in two ways. First, the PET bottles have the sitcom’s characters printed digitally by the KHS system. Second, there’s a specially designed smartphone app. With the app, the TV characters come to life when a smart device is aimed at the bottle graphics. And when two bottles are brought together, the app presents a dialog between the characters—voila, bottles that talk to each other in augmented reality on the screen of a phone or tablet.

Since interpack 2014 I’ve been following the Direct Print Powered by KHS™ technology. It’s being brought to the global marketplace by NMP Systems, a subsidiary of KHS, and it produces 1080-dpi optical resolution white+cyan+magenta+yellow+black process-printed images. I’m not surprised that Martens is the first to commercialize it. Consider the brewery’s mission statement: “Every day our actions are defined by innovations in new technologies, processes and products.”

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