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Trends in beer labels



Situation of the beer market

The reactivation of tourism and the HoReCa sector, as well as the increase in exports and the willingness of consumers to leave behind the habits acquired during the pandemic, have brought the beer sector in Spain very close to a definitive recovery. In addition to this, favorable weather conditions are encouraging consumers to frequent the terraces of bars and restaurants, as well as the growth in daytime consumption of low alcoholic beverages.

This good news is reflected in the latest annual report of the sector prepared by Cerveceros España, which states that 2022 was a record year. These are some of the most noteworthy results:

  • Beer production in Spain boasted a record high, reaching 4.11 billion liters, which represents an increase of 7.9% compared to 2021.
  • The Spanish beer brewing industry has positioned itself as the second most important in Europe in terms of production, only surpassed by Germany, which leads with an annual volume of 8.78 billion liters. In this way, Spain left behind Poland, which had occupied second place in recent years.


However, the large companies in the sector have felt the sharp increases in raw material and packaging costs, which they have not been able to pass on to the end customer and which have reduced their profits.

In terms of channel share, 51% corresponds to hostelry and 49% to food. These shares show that the HoReCa channel is not yet at pre-pandemic levels.

According to the lates figures by Cerveceros España, this is the ranking of formats:

  • The preferred format is the can: in 2022 almost 1.5 billion liters were consumed in this format.
  • Followed by the barrel and large formats: 944.8 Ml were sold in these formats.
  • Non-reusable bottles: with 851.0 Ml on the market.
  • Reusable bottles: 619.9 Ml.


Trends in the beer brewing sector

According to the 2023 report of the beer brewing sector in Spain published by Alimarket, we can observe several trends in the Spanish beer brewing sector.

The first of these is the increase in breweries’ investments in industrial efficiency. Large companies such as Hijos de Rivera and Mahou San Miguel have invested heavily in improving their facilities.

The second trend is clear: artisanal products are convincing. Given the growing interest of consumers in traditional and authentic products, more and more large brewers are opting for a positioning aligned with traditional know-how. This is detrimental to small craft breweries, whose profitability is compromised by pressure from the big brewers and the increase in their catalogs, their premium references and the impossibility of accessing conventional distribution channels. However, craft projects continue to gain in volume. According to data from Informa’s DBK Sector Observatory report, craft beer production in our country increased by 16.7% in 2022, beating the historical record of this segment.

Thirdly are the new flavors in the beer sector. Both in 2022 and this year so far, there have been numerous launches with flavored proposals, toasted and fuller-bodied references. Some examples are the new Mahou Rosé with a touch of red fruit flavor and Mahou Cinco Estrellas Sin Filtrar (Non-Filtered), a commitment to naturalness, for which we at Rieusset have had the pleasure of printing the labels. The Cervecera de Canarias, Hijos de Rivera, La Zaragozana, Cervezas Arriaca, among others, have also joined this movement.

Via Mahou

The fourth trend is consumer preference for taste and social enjoyment over alcoholic consumption. This has increased the number of low-alcohol alternatives in the sector’s new products. In fact, according to figures from Cerveceros España, 13% of the total volume of beer consumed in our country during 2022 belonged to the non-alcoholic segment.

Last but not least important, there is sustainability. The beer sector has been involved in environmental initiatives, and these are the three most important areas of investment in the green economy:

  • Adoption of sustainable practices aimed at implementing techniques that allow efficient use of productive resources.
  • Improving energy efficiency.
  • Encouraging the use of reusable packaging with less impact on the environment.


Via Estrella Galicia

Trends in beer labels: sustainability and creativity

In response to consumer behaviors and trends in the beer brewing sector, beer labels are becoming more sustainable and creative.

On the one hand, brewers have opted for more environmentally friendly materials for their labels. Proof of this are the numerous labels with the FSC® seal —which certifies that the paper or cardboard comes from sustainably and responsibly managed forests— and the elimination of plastic rings.

Certificado FSC

On the other hand, we see how brewers are opting for creative, eye-catching and attractive designs for consumers. Whether for large breweries or craft breweries, both segments know that it is necessary to surprise consumers. Here are some examples:

  • Special editions. Some brands, like Estrella Galicia, do special editions for events or specific festivities, which is something that their clients love. One example is this year’s special edition for San Juan, the labels for which were printed at Rieusset.

Via Estrella Galicia and Instagram

  • A new label for a new flavor. A key way to differentiate a new beer is with a new label, with bright colors, attractive and reflecting the essence of the product. A clear example is Mahou Rosé. The brewery has opted for a fuchsia-colored label, which conveys the key characteristic of the beer (red fruit flavor) and captures consumer attention because it is such a different color from the usual one.


Via Elle

  • Originality in craft beer labels. Who said that craft is boring? The small craft brewers are opting for groundbreaking and original designs, full of color, unconventional typographies, drawings, etc. There’s nothing better in order to stay engraved in the minds of consumers.


Via Cervezas La Virgen and Barcelona Beer Company

Beer labels: what we do at Rieusset

In response to the current market situation and consumer demands, Rieusset has been working to offer breweries more sustainable and creative labeling solutions.

We print labels and sleeves with recyclable and/or recycled materials, with less grammage, etc. We also offer a wide experience in printing labels with special promotions, for events, with QR codes, customizations, etc.

Discover everything that we can do here:

    If the topic of this post is of your interest and you would like to know what we can do for your brand, contact us.



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