DESIGN AUDIT SERIES

CRAFT BEER SHELF-BUSTERS

DESIGN AUDIT SERIES

CRAFT BEER SHELF-BUSTERS

With an amazing influx of new craft beers hitting shelves over the past few years, it's more important than ever for these brands to put their best bottle forward. Which US craft beers are winning the war at shelf—and what lessons can they teach us about creating powerful packaging designs? A new Nielsen study has the answers.

With an amazing influx of new craft beers hitting shelves over the past few years, it's more important than ever for these brands to put their best bottle forward. Which US craft beers are winning the war at shelf—and what lessons can they teach us about creating powerful packaging designs? A new Nielsen study has the answers.

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Over the past year, 3,905 new beer items have hit shelves. A whopping 75% of them are craft beers.
75%

What percentage of the time does the typical craft beer buyer decide which beer to purchase while at the shelf, rather than in advance? Select your answer below.

20%
Incorrect
40%
Incorrect
50%
Incorrect
70%
correct

With so many consumers making at-shelf decisions, it's essential to steal the spotlight as quickly as possible. Which top-selling design on the east coast do you think stood out most to consumers within the first few seconds of looking? Select a package below.

Big Wave
That's Right
Hefe
Try Again
Harpoon
Try Again
Fat Tire
Try Again

Consumers say these aspects of craft beer packaging tend to make an impression on them. Click the dots on the package to find out what counts most.

Color scheme on the label - 36%

Information about where beer was produced - 43%

Logo or brand name - 39%

Design of the carrier / box - 48%

Alcohol % by volume - 29%

Beer Package

Consumers say these aspects of craft beer packaging tend to make an impression on them. Click the elements below to find out what counts most.

Color scheme on the label

36%

Information about where beer was produced

43%

Logo or brand name

39%

Design of the carrier / box

48%

Alcohol % per volume

29%

Standing out is just the first battle, though. After that, consumers need to like a package design. Click to reveal the most liked designs.

Most Liked Designs Among West Coast Top-Sellers

Kona Big Wave

#1 Most Liked

Pyramid Outburst

#2 Most Liked

New Belgium Ranger

#3 Most Liked

Standing out is just the first battle, though. After that, consumers need to like a package design. Click to reveal the most liked designs.

Most Liked Designs Among West Coast Top-Sellers

Kona Big Wave

#1 Most Liked

Pyramid Outburst

#2 Most Liked

New Belgium Ranger

#3 Most Liked

Some designs pack a lot of personality. Which design do you think seemed most bold to consumers?
New Belgium Fat Tire
Try Again
Harpoon IPA
Try Again
Hefe
Try Again
Black Butte Porter
That's Right!
Which design struck consumers as particularly approachable?
Castaway IPA
That's Right!
Fresh Squeezed IPA
Try Again
New Belgium Ranger
Try Again
Dogfish Head
Try Again
It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?
Upheaval IPA
Thats Right
Red Hook IPA
Try Again
New Belgium Ranger
Try Again
It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?
Upheaval IPA
Thats Right
Red Hook IPA
Try Again
New Belgium Ranger
Try Again
Craft Beer Audit Report Cover
Want to learn more about current trends and best practices for creating package designs that win with consumers in the beer aisle?