Ab InBev Has Announced Direct Object Printing to Replace Paper Labels
Michael Hemsworth — December 6, 2019 — Eco
AB InBev has been making a number of changes in order to decrease its carbon footprint and increase its eco awareness, which is evident with its announcement of new direct object printing for its labels in the UK. The new printing technology works by placing ink and varnish directly onto glass bottles to eliminate the need for paper and plastic labels.
The technology was developed by the Tattoo Alpha Plant in Haarsrode in Leuven, Belgium and creates an embossed aesthetic when applied to a bottle that will also provide a tactile feel in the hand. The direct object printing is being launched by AB InBev with 200,000 bottles in the UK and will be of focus in the Beck's Artist Series, which will feature nine different artwork creations.
The technology was developed by the Tattoo Alpha Plant in Haarsrode in Leuven, Belgium and creates an embossed aesthetic when applied to a bottle that will also provide a tactile feel in the hand. The direct object printing is being launched by AB InBev with 200,000 bottles in the UK and will be of focus in the Beck's Artist Series, which will feature nine different artwork creations.
Trend Themes
1. Direct Object Printing - Using direct object printing technology to eliminate the need for paper and plastic labels, creating a more eco-friendly packaging solution.
2. Eco Awareness - Increasing eco awareness in the beverage industry by implementing carbon footprint reducing measures such as paper-free bottle labels.
3. Embossed Aesthetic - Creating an embossed aesthetic on glass bottles through direct object printing, providing a unique and tactile experience for consumers.
Industry Implications
1. Beverage Packaging - Disruptive innovation opportunity: Developing and implementing direct object printing technology in the beverage packaging industry to reduce paper and plastic waste.
2. Sustainable Manufacturing - Disruptive innovation opportunity: Incorporating eco-friendly practices, such as direct object printing, into manufacturing processes to minimize environmental impact.
3. Art and Design - Disruptive innovation opportunity: Collaborating with artists and designers to create unique artwork for direct object printed bottle labels, revolutionizing the visual experience for consumers.
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