MESSAGE ON A BOTTLE

Since its inception, there has been much discussion about the potential of digital print. One area where this can help is in the world of packaging. The aim is to improve production efficiency and boost emotional engagement. There have been examples of this in high-profile mass customisation, campaigns and inroads into the labelling arena. However, digitally printed packaging has yet to reach its full potential.

Words such as ‘bespoke’ and ‘artisanal’ are finding their way into growing numbers of products and marketing briefs. As a result, designers, brands and retailers are seeking out packaging solutions suited for short runs, print-on-demand (POD) and personalisation. For this reason, the market for digitally printed packaging is forecast to grow at almost ten per cent through to 2034 (Source: Towards Packaging [market analysis consultants]).

DTO technology stands to tip the balance. It will enable brands to capitalise on all the usual selling points of digital print. At the same time, DTO reduces waste at a time when the packaging market is under rising pressure to make changes. This low-inventory printing method puts control of the supply chain in the hands of producers. This has an obvious appeal for manufacturers concerned about supply chain issues and sustainability. 

“DTO technology stands to tip the balance”

DTO printing lends itself well to small batches. Thus, it is ideal for limited editions, seasonal packaging, mass customisation campaigns and even consumer personalisation models. This is why the technology has already proven popular with craft breweries and other independent beverage producers. Often, these makers require varied run lengths and frequent switches between artwork.

“Nano-pin curing eliminates the need to first fill a bottle with UV blockers”

The beer, wine, spirits and other beverage markets, are all increasingly competitive as they vie to capture consumer attention. Luring customers with eye-catching designs, conveys brand values and is still cost effective to produce. These are not markets with a strong amount of brand loyalty. Most purchasing decisions are made at the shelf, where packaging design can be very persuasive.

Just as craft beer proved to be category transforming, so too are artisanal and craft spirits. Driven by consumers, the global craft spirits market is predicted to grow at a CAGR of between 24% and 28% to 2033. Storytelling is such a key part of how craft spirits differentiate themselves. Therefore, the packaging – typically glass bottles – in which they are sold, has become every bit as important as what is inside. 

Historically, creating a distinctive bottle came down to the shape, size and texture of the glass itself, along with an adhesive label or screen-printed artwork. However, adhesive labels are fast losing ground in the premium and craft spirits markets. Screen printing is popular, but the set-up costs and resulting waste make it less suited to producers needing the flexibility to create their own packaging on demand. For many, including Inkcups’ customer Sterkstokers in Belgium, DTO printing offers the ability to produce high-quality, easily customisable prints directly onto spirits bottles as required. 

Printing directly onto glass, however, is not without challenges. Spirits bottles are typically made of glass – or coated glass – and so need to be pre-treated to ensure optimum ink adhesion. Consistently maintaining a precise distance between the printhead and the bottle can also present issues. This is particularly true where the bottle tapers, although this is readily overcome with equipment such as Inkcups’ Helix range. 

UV curing is used to rapidly dry and ensure strong adhesion of inks in DTO. But when printing on glass, UV light can reflect and cure ink on the printhead. This can potentially damage equipment unless the bottles are stuffed with a UV-blocking agent beforehand. In turn, this can slow production, through the time spent filling and emptying bottles. The post-printing cleaning of bottle interiors that it necessitates is also an issue.

It was with these challenges in mind that Inkcups developed its nano-pin curing technology. This patent-pending technology eliminates the need to fill any clear cylindrical vessels with a UV-blocking substance or stuffing agent before printing. Nano-pin curing is available to the market either as a field-upgradable retrofit or an optional feature on new Inkcups DTO cylindrical UV printers. It concentrates the beam of UV light used to fix – or ‘pin’ – ink droplets only on the area where it is needed. This effectively focuses full curing power of over 4W/cm² on that particular area and significantly reduces stray UV light to the device’s printheads. 

“DTO printing lends itself well to small batches”

Nano-pin curing eliminates the need to first fill a bottle with UV blockers. This not only saves on set-up and clean-up time, but, crucially, makes it possible to ensure containers remain uncontaminated and sterile on the inside. This enables even more impressive reductions in end-to-end production speeds. This means that DTO printing is now an even more viable technology for decoration of bottles.

Nano-pin curing enables time saving and maintenance reduction because it reduces the amount of stray light reaching the printheads. This is something that has always presented a real challenge for UV-LED print technology. In this case, there are concerns about light being reflected back towards the printheads. Nano-pin curing also makes it possible to print onto the sham – the solid part at the base – of bottles. Enabling printing onto the sham with DTO, opens up a whole world of design possibilities. Full-wrap artwork that reaches all the way up from from the base of a bottle is now achievable.

Whether for craft spirits, boutique wines or even indie cosmetics brands, demand for small-batch packaging is surging. Advances in DTO-printing technology make it a practical solution for small producers. The design of glass bottles can now be as artisanal as the products they contain.

Helix is a Registered Trademark of Inkcups

1. IMARC. 2025. Craft Spirits Market Size, Share, Trends and Forecast by Product, Distribution Channel, and Region, 2025-2033. 
2. IMARC. 2025. Craft Spirits Market Size, Share, Trends and Forecast by Product, Distribution Channel, and Region, 2025-2033.