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Beer labels: a real whodunit story

Brewer draws interest to new line of beer by rolling out a detective mystery in cases of its locally brewed Just Beer brand India Pale Ale.

The label is an often-underutilized communications tool in packaging, but savvy marketers know that a well-crafted label can give a product a life of its own.

That is what’s happening in Westport, MA, where Buzzards Bay Brewing Co. plans to feature a 12-part serial mystery on labels adorning bottles of its Just Beer brand India Pale Ale. According to the Cape Cod Times, the brewery will roll out “The Case of the IPA” on cases of its locally brewed beer; each case will contain the complete story.

Coding, Marking, and Labeling Innovations Report
Explore our editor-curated report featuring cutting-edge coding, labeling, and RFID innovations from PACK EXPO 2024. Discover high-speed digital printing, sustainable label materials, automated labeling systems, and advanced traceability solutions that are transforming packaging operations across industries.
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Coding, Marking, and Labeling Innovations Report
Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
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Conveying Innovations Report