Pressure-sensitive labels have allowed the growing craft beer market to really spread its wings in recent years. Brands have the opportunity to utilize a greater chunk of real estate to spread their message, whether it be on a can, bottle or growler. The labels must also be functional, withstanding the demands of moisture in an ice bucket. Craft beer companies have capitalized on a host of trends that allow them to compete with the biggest players in the market. “Microbrews connect with their audiences through packaging,” said Alan Etheridge, director of customer engagement at RR Donnelley. “Traditionally, the larger brewers connected with consumers through different forms of advertising and marketing. Everything at the microbrew level is around the packaging and connecting with the consumer at the package level.” The craft beer label will often target varying generations, regions, states and even towns to attract consumers. Creative art, embellishments, and t