Creativity & Flexibility in Times of Covid-19: Berlin Beer Week Festival Brew
Like so many other events this year’s Berlin Beer Week was cancelled due to the Covid-19 pandemic. To bring some joy to the beer enthusiasts BrewDog and Fuerst Wiacek created a festival beer nevertheless. The result: Humpty Dumpty – a New England Pale Ale that brings colour into the lives of all those that suffer from chronic eventlessness and serious festival withdrawals.
To be as flexible and fast as possible the Humpty Dumpty was filled in generic cans decorated with digitally printed labels. Only three weeks passed from the first enquiry to delivery of the decoration by CCL Label Trittenheim, Germany. The festival beer was then distributed during the Beer & Street Food Days.
While digital printing offers maximum flexibility for the customer and designers it also helps keep costs under control. There is no better way to print labels faster, with less waste or less cost for tooling and origination. Large and small runs can be printed cost effectively and timely to the highest quality standards, thanks to the variety of modern production technologies.
According to the organization the Berlin Beer Week originates from a simple question one US beer lover once asked a German beer enthusiast: “When is Berlin Beer Week?” Since there was none yet they decided to create it from scratch. Ever since the multi-day celebration of craft beer culture and community takes place at numerous locations throughout the city each year (when there is no global pandemic).
The participants include breweries from Berlin and other parts of the world, as well as various Berlin-based craft beer-related establishments such as restaurants, bars, bottle shops, and education and entertainment venues.
© Photo credit: US-Embassy
30th September 2020