Madness enjoying an own label beer
When chart legends Madness wanted to launch their very own limited edition alcoholic brew recently, they needed a quality bottled beer label that would make their brand really stand out from the crowd. The end result printed for them by CS Labels turned out so good that the label won the digital category at the FlexoTech Awards on 17 October.
Madness frontman, Suggs, said, ‘Gladness is a tasty beer that’s neither a lager nor ale – in fact it’s a blend that carefully reflects both.’ Being the diplomatic type, he wanted to satisfy all band members preferences. He noted, ‘3.5 of them are lager lovers, the other 3.5 ale.’
The band was well aware that the packaging forms a crucial part of the buying decision for consumers, so working with Growler Brewery, they chose the high quality of digital print for the labels.
CS Labels was the first company in the UK to adopt Xeikon Colour Control, a technology which adds even more value by optimising each print job to match to the CMYK or Pantone to accurately replicate brand colours.
The Gladness labels were printed on the company’s Xeikon 3300 press and the result is a fantastic looking label which won the judges over at the FlexoTech awards. They said, ‘Clever use of the substrate to achieve the metallic effect, combined with a dynamic design and excellent colour-to-colour registration, made this an exceptional example of what can be achieved, and a clear winner.’
Named after a line in the song ‘Madness’, the Gladness beer is limited edition and currently stocked at 800 Nicholson’s pub venues across the UK.
