Brewers as Artists

Art seems to inspire brewers in life and not just at the kettle. Have you noticed many brewers have multiple tattoos, and often sleeves? Or noticed that the art on beer cans have a similar feel to body art or a graphic novel? It appears that brewers and creativity go together like barley and hops, and no where is this more apparent than on the craft beer can. Not only do these artistic labels look cool in your fridge, many people keep them as collectors items and use them as part of their home decor. Others have described beer can labels as the new record sleeve, which seems fitting since often we geek out on the can as we’re enjoying the brew.

Historically speaking, can art originated on the wine bottle, long before beer bottles were mass produced. Later in the 1800’s thirsty patrons would bring their own jugs to be filled at a brewery and adorn them with their family crest. The first growlers. By the late 1880’s beer labelling became a standard practice, and often breweries would distinguish themselves through trademarks. Beer label art really started to stand out in the 1980’s when microbreweries became popular. These creative and independent owners realized they needed a way to distinguish themselves from the big commercial brands, and they completely transformed the art of beer packaging.

The rapid growth of the craft beer industry in the US and Canada has brought even more creativity to the can label game. This was not by accident. Brewers realize that the packaging is often the only visual opportunity they have to showcase their brand. They’re also aware that competition is fierce, and their strongest chance to make their product and personality stand out is to tell a visual story on the can.

How often have you chosen a new beer to try just based on the look of the label? Today, there are instagrammers who dedicate their entire feeds to can art, and much of the art is so spectacular that it feels cool enough to be blown up and framed on a wall. If you’ve ever been to Revision Brewing in Sparks, Nevada, you would see they’ve done just that with murals in their brewing facility. Great Notion in Portland painted art on the walls of their taproom that mimics that on their cans. In fact, Great Notion and Modern Times have both been recognized on some top ten beer label lists. That’s how trendy these labels are- people are making lists.

One of the most memorable craft beer labels is Rogue Ale’s Dead Guy Ale. Their packaging was edgy and hip for the time with the use of their signature skeleton. Believe it or not, the beer is 30 years old, and to celebrate the anniversary this October, Rogue is challenging fans to “Paint the Can Dead” and create their own can art inspired by the brew. It will be fun to see the emotional connection people have to this beer as interpreted through art. Enter here: deadguycontest.com.

As beer drinkers, we appreciate all the hard work the brewer puts into their craft. And as art lovers, we also enjoy seeing the story of the beer told on the can. It’s this authenticity that inspires us and makes us feel like we’re drinking the beer with the brewers themselves. What are some of the most interesting your can labels you’ve seen?