Independent brewers haven’t just ripped up the rules on flavour – they have transformed beer packaging, too. Labels and cans are mini masterpieces – and the new aesthetic is asexual, inclusive and urban.
With its barrel-aged stouts and gooseberry saisons, craft beer has transformed British beer. But that revolution has not solely been about flavour. It has been aesthetic, too. Beer cans are now a canvas for dazzling, cutting-edge design, and this golden age for beer art is celebrated in blogs-cum-books such as ohbeautifulbeer.com, and even at exhibitions.
This makeover of pump clips, bottle labels and packaging has been pivotal to craft’s appeal, says the beer writer and consultant Matthew Curtis: “Craft brewers needed an updated image to match the modern flavours in their beers. Breaking with traditional brewing imagery was essential.”
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