Digitally printed shrink sleeves deliver results for beer promotion

The ‘Great Sporting Moments’ campaign on limited edition Greene King IPA bottles details memorable British sporting moments, such as England’s men’s football team winning the 1966 World Cup, and Team GB’s cyclists winning eight gold medals at the 2016 Rio Olympics.

Berkshire Labels produced 250,000 uniquely numbered, limited edition sleeves for the campaign. Forty different SKUs were digitally printed on Berkshire's HP Indigo WS6800 press, providing 10 alternating hi-res images that were presented on the bottles. This allows mixed cases, and random images to be presented on the retailers’ shelves.

Berkshire Labels managing director Paul Roscoe said: ‘This was a very exciting project for us all to be involved in. It included some detailed pre-distortion artwork, 3D proofing, supplying pre-production mock-ups, and 250,000 unique digital sleeves.’

Berkshire Labels went to print within five days of receiving the artwork.

‘The whole job was delivered within a fortnight, which is remarkable for a project like this,’ added Roscoe.