‘Digital direct printing has a bright beverage future, when ink prices fall’: Krones

Loading the player...

Krones explains that digital direct printing removes the need for labels and unlocks limitless bespoke bottle design opportunities, but admits ink costs are now a barrier to beverage uptake.

Chatting with editor Ben Bouckley at Interpack 2014, Josef Deglmann, sales director, key account non-beverage at Krones explains how the Neutraubling, Germany company’s digital direct printing (DDP) technology (DecoType) works.

The technology, launched by Krones last month, allows brands to convert a picture template into a printed image, with integration of barcodes, best before dates or individual product tracking data.

Deco Type talks to a clear trend, with beverage brands increasingly keen on short-run, bespoke bottle designs: DDP offers real shelf standout and cuts out the need for changeovers, labels and adhesives and their storage burden.

‘Price is still an issue on the beverage’s very price driven’

But although Deglmann (pictured) sees promise for the technology as an alternative to labels he admits that price is currently a barrier to beverage uptake, which implies that Deco Type will eventually debut with a premium beverage brand.

“We have the focus on beverage, but the focus we have on non-beverage at this show is more of a marketing issue – you have a lot of scope here for artwork, for decoration, the price is also still an issue on the beverage side, since it’s very price-driven,” Deglmann tells us at Interpack 2014.

“There is a future in beverages – when ink prices come down, which in terms of total cost of ownership is the main driver, then interest will grow,” he says.

“We also have to consider the speed of the machines, which are still very low. But we’re convinced that in the future other print head technology will be available with higher speeds, then it becomes more interesting for beverages, with higher speed lines,” Deglmann adds.

Related News

KHS Direct Print: On the stand at Brau Beviale 2014

KHS CEO reveals first digital direct PET printing machine beverage sale

Nutella labels digital versus offset printing

Are Nutella’s personalised labels a sign that digital is taking over from conventional offset printing?

Left to right: Tonge, Allum, Whelan, Webster

Live debate: Flexo or digital - competing or complementary?

An example of the type of print from the machine

Bobst installs digital printing press for corrugated board

Yooji and UNI Packaging launch baby food brand

Yooji and UNI Packaging launch baby food brand using HP Indigo WS6600 Digital Press


AB InBev, Heineken & Krones join 1st European conference on direct-to-shape decoration

Paolo Ventrelli demonstrates the light barrier qualities of White & Safe at Interpack 2014

GEA Procomac trials breakthrough White & Safe milk bottle in Italy

‘Self-cooling beverage cans? Perhaps they’re a niche product’: Analyst

‘Self-cooling beverage cans? Perhaps they’re a niche product’: Consultant

Related Products

See more related products

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.