What is Private/White Label Packaging?

Private/white label brands are products sold by a retailer with its own packing, but manufactured by a third party. Say Frisco sells ordinary branded items, such as Smith’s Beans & Rice, but they also sell their own under the name of ‘Frisco Value Beans & Rice’. Frisco will license a manufacturer to produce baked beans and then sell the product with it’s own label.

The big advantage of private label brands is that they do not include specific marketing costs; also, if a supermarket has an exclusive deal, average transport costs can be lower and they can benefit from distributional economies of scale. Because of the lower costs, the supermarket can sell the product at a lower price, but also gain a bigger profit margin.

With white label brands a manufacturer distributes a product to multiple suppliers who resell it under their name brand, but little beyond the name distinguishes the product. A private label is exclusive to that specific distributor, or retailer.

Private label brands have grown in popularity in recent years, suggesting consumers are becoming more sensitive to price and less loyal to their favourite brands. Supermarkets, such as Aldi and Lidl have made significant strides through the promotion of their own private label products. Consumers are sensitive to price so the appeal of quality in a “lesser,” hyped label is appealing to their shopping budget. More consumers are aware of the fact that the same companies often make both ‘expensive’ brand names and the less expensive private label; this change in consumer preferences could mean the growth of own brand / private label could continue.

A major contact lens solution has marketed its name brand product under a big box store brand name for years. Consumers realize considerable savings and do not sacrifice quality.

Helping consumers realize a quality product regardless of the label is something Century Printing & Packaging has been engaged in for several years. We recognize the need to produce a high quality label without compromising product quality, taste, performance or delivery.

We have a lot of experience with prive/white label business and welcome the opportunity to discuss what we can provide for manufacturers and their label needs.

Ben Waldrop, President
Century Printing & Packaging

Craft Distilleries: Personalized Spirits

The craft distillery industry is booming across America. Specialized spirits are being produced from coast to coast by distillers putting their signature on a very personalized product. Just 10 years ago there were a handful of craft distillers compared to the 900+ today. Clearly there is a taste and burgeoning market for craft spirits. Craft means hand-made. Each brand is the product of individual nuances the distiller puts into his/her batch. Craft spirits have opened a door of opportunity for for printing, label, packaging, glass producers and more.

The distiller is like a chef creating a flavor, taste, and look unique to their brand. This is done by hand without the aid of mass production equipment infusing the spirit with the personality of the distiller. The varying degree of herbal, floral, sweet, smoky, or fruity notes within an individual spirit is the genius of each distiller.

Craft distillers produce way less product than the big distillery operators. Because of their size and lower production limits they can experiment, craft and tailor their product in ways that are cost-prohibitive for mass production distilleries. The low batch output enables craft distillers to use technology and ingredients to experiment until they get it just right.

Everything about the product has to be scrutinized by the craft distiller. Every bottle, every drop is critical. From appearance to color, presentation, label artwork and design, to bottle selection and packaging. Craft beer and craft spirits share one thing in common, their labels have to be eye-catching and high quality in terms of performance and durability. They need to stand out at the point of sale. An unappealing, or poorly performing label can be a major setback for craft distillers.

This is why craft distillers have to be very careful when choosing a label printer. Unlike high output distilleries, the craft distiller doesn’t require as much in terms of setup time, and supplies like ink and labels. Shorter, targeted runs make labels very expensive on a large press, but a printer with a high quality laser printer designed for shorter runs without sacrificing quality can fill the niche within this niche industry.

The digital press has given printing and packaging companies the opportunity to provide affordable labels for shorter craft distiller runs as opposed to the higher volume runs of the major distilleries. Set up time is easier and printers can get really creative.

Distilled spirits labels must endure the spillage of alcohol down the label, but they are not subjected to the water and cold temperatures of craft beer. This opens the door for even more creativity in terms of layout, design (look and feel) of the distilled spirit.

At Century Printing & Packaging our Digital One Press enables us to help the craft distiller consider a wider variety of label material as well as creative, eye-appealing designs. The Digital One press enables us to use a tactile, velum, velvet, and more kinds of finish/feel. The digital press allows for unique shapes, special inks and different textures so your distilled spirit cand out on the shelf since over 60% of alcohol purchases are done so in store.

Standing out from the crowd is a big deal when you’ve only got 8-10 seconds to make an impression. At Century Printing and Packaging we design and print labels that stick and stand out!

Ben Waldrop, President
Century Printing and Packaging, Inc.
Greer, SC 29651