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CC COCKTAIL CONFIDENTIAL

While you shouldn’t judge a beer only by its label (it does need to taste good too, right?), most brewmasters will tell you a creative design will help their brew stand out on a crowded shelf. By John Tranchina but how important is a good label to determining sales?

colorful designs, others opt for a more muted, classic feel.

There are a lot of different beers out there, and their labels help establish a beer’s identity and reflect the company’s marketing approach. Essentially, the goal is for the label design to attract attention to a beer that might otherwise be overlooked.

“I think it does affect who buys it a little bit,” says John Hall, the manager of Elixir Wine and Spirits in Broken Arrow. “Most people are going for what’s in the bottle or what’s in the can, and they’re looking for a specific taste profile. But then, whenever they have options within that taste profile, they’ll go with the label.”

Two of Tulsa’s best local breweries take differing attitudes on that front, as Prairie Artisan Ales has a lot of unique, handdrawn, cartoony labels and Marshall Brewing Company utilizes a classy, oldschool label that draws your attention without looking like it’s trying to draw your attention.

Of course, ultimately, the quality of the beer itself is what’s most significant,

While some beers try to catch your eye on a crowded liquor store shelf with loud,

While everyone has heard you shouldn’t judge a book by its cover, the same adage can be applied to choosing a beer based on its label.

66 JANUARY 2018

“We’ve gone for a timeless sort of classic look to our stuff,” says Eric Marshall, Marshall Brewing’s founder and

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January 2018 (Vol. 32, No. 1)  

Where to Dine. What to Do. Where to Find It. When It's Happening. Preview 918 For 32 years, Preview 918 has been the best resource for disc...