AJ Keirans, host of “16oz. Canvas”, a podcast dedicated to the Art of Craft Beer, has watched the evolution of label design into label art: “Each week I see a larger focus on the art and artists who are bringing our favourite beers to life. Label artwork is now more than ever a key piece of the craft beer experience. Brewing great beer is an art form, and so it is only logical that its vessel – the can or bottle – reflect that. It has been exciting to see the different directions and styles that are popping up around the world.“

The “16oz canvas” the podcast name refers to is the 16-ounce tall boy can, which has become popular with small breweries for environmental, logistical and financial reasons. Its large, smooth, unbroken surface offers a space for designs that often resemble paintings in a museum more than traditional beer labels.

Artistry And Independence

The higher the number of brands and varieties jostling for space on liquor store shelves, the more unique, eye-catching and artistic the designs competing for a shopper’s attention. However, the difference between label design and label art often depends on a beer not going through normal retail channels, as Keirans explains:

“The breweries that sell their beers directly have increased flexibility and options with their label art. Their labels don’t have to fulfil the same legal requirements, since they won’t be distributed on the shelf. If you’re going to the brewery for a beer release, you already know the name of the brewery, so you don’t need to have the can or label be an advertisement for them. It allows for more creative freedom.”