Labeltopia partners with VB for personalised beers

The team that brought to life the Share a Coke individual name campaign, Labeltopia, has a created a new promotion in time for summer, offering punters the opportunity to order personalised VB bottles, thanks to variable data digital printing.

The personalised labels are printed on a Konica Minolta AccurioLabel 230 digital colour label print system. Personalisation space includes a maximum of 18 characters (letters, numbers and certain punctuation permitted), and is available for the 375ml bottles of VB which come in cases of 24.

Labeltopia, which offers end-to-end solutions for personalised packaging, is providing the e-commerce and fulfilment capabilities for the personalisation campaign, including the printing and finishing. Labeltopia was formely known as Brewtopia, and  is now part of the Labelmakers group.

Jack Colvin, head of e-commerce and fulfilment for Labeltopia, explained the process to Print21, he said, “Once the order is approved, it will come through our system, where we will then sequentially print out the labels for each carton, using our Konica Minolta AccurioLabel 230 labelling press.” 

“We then run each carton through our label application machine onto cleanskin VBs. From there, we put some dividers in, glue the box back up, send it down to have a barcode label printed on it as the leading label, scan it onto our system, then send it off via AusPost to the happy customer.”

Carlton United Brewers which owns VB says the My Victoria Bitter campaign is giving fans the opportunity to put a personal touch on the label of the iconic Australian stubby.

Labelmakers Group acquired Labeltopia, previously known as Brewtopia, in order to extend its value-added services to its brand partners.

The company has in-house capability to co-develop a personalisation campaign for its brand partners, offering e-commerce platform management, digital label printing, label application, re-packaging, pick and packaging, warehousing, national distribution and customer service management. 

Drawing on its e-commerce and fulfilment experience, Labeltopia develops prototypes from artwork file to a labelled product, including packaging required for shipping, across a range of categories such as food and beverage, confectionery, and health and beauty. 

“Our market offering is around personalisation on a mass scale, but we also offer full e-commerce store development, and  shipping capabilities,” said Colvin. 

“We are partnering with a couple of companies at the moment where we are completely developing, designing and executing the e-commerce platforms, and managing that entire process in-house.” 

The personalised stubbies are now available for purchase via the Cellarbrations website for $125 a carton.