Simply making great beer no longer guarantees success for American breweries. With more than 7,000 breweries in the country (a new one probably opened up just now), there’s more pressure than ever to differentiate in a thronged marketplace. To stand out in crowded fridges and coolers, breweries are creating striking design on cans, 360-degree posters that customers can carry in their hands—and kill it on Instagram. For Ceros, I took a deep look at the state of beer-can design and helped create this fun interactive guide.
Modern beer's artistry isn't relegated to the liquid alone. No, breweries are enlisting artists to turn cans into visual billboards, a trend I tackled for travel magazine AFAR. Trust me: It's an art to write 30-word blurbs.