Mixing beer and tattoos -- often a recipe for regret -- could be a radical way to save paper.
The world’s largest brewer is doing away with the paper labels that have adorned some of its beer bottles for decades in favor of imprinting branding on 200,000 bottles themselves, MarketWatch can reveal.
“While fuller economic-footprint analyses are still being done of the new technology, printing directly onto the bottle will remove label materials used in more traditional printing methods,” an AB InBev spokesperson told MarketWatch. “Direct object printing on glass is a revolution in print and AB InBev is pioneering this technology,” said Simon Gerdesmann, manager of the Tattoo Alpha Print, or TAP, site. “This digital embossing is one of the most unusual capabilities of this technology. Colourless ink is used to [mimic] traditional glass embossing, bringing a new dimension to bottle decoration — consumers will feel and experience a bottle in a completely different way.
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