CS Labels go 'one step beyond' with Madness

Chart legends Madness launched their very own limited edition alcoholic brew recently and needed a quality bottled beer label that would make their brand really stand out from the crowd. The end result, printed for them by West Midland’s digital label printing leader, CS Labels, provides the bottle with its distinctive look and feel.

‘Gladness’ is a beer that’s neither a lager nor ale – it’s a blend that reflects both. Singer Suggs, being the diplomatic type, wanted to satisfy all the band member’s preferences. He said: “3.5 of them are lager lovers, the other 3.5 ale”, therefore, their creation is a bit of both, and already a winner with fans.

Even though Madness are pop legends, the group knew that packaging would be a crucial motivator in the last 10 seconds before a consumer decides to buy. Working with Growler Brewery, they chose digital print for their designed labels as its high quality would give them the best chance of being a winner of those ten seconds. CS labels also use Xeikon colour control. The technology adds even more value by optimising each print job to match CMYK or Pantone colours, therefore accurately replicating the group's chosen brand colours. Using Digital also means that clients can take advantage of shorter runs, reducing wastage and enjoying a much speedier lead time.

Gladness, named after a line in their song called Madness, is a limited edition bottled beers and is currently stocked at 800 Nicholson’s pub venues across the UK.

18 September 2013 - Felicity Murray TheDrinksReport.com, editor