Labelling beer for export markets with different rules

Why the Indian label will not travel as it is

Indian beer labels are shaped by state excise rules and national food labelling standards. Importing countries have their own requirements for warnings, alcohol statements, allergens, language, importer details and units. Some also require the label to be approved before the beer can be sold.

The rules below are well established examples, not a full list. They also change. Your importer is responsible for knowing its own market's rules, so ask for a written checklist and have the importer approve the final artwork before you print.

Health warnings differ by country

The United States requires a standard government warning statement on alcoholic drinks, with set wording about pregnancy and about driving or operating machinery. Australia and New Zealand require a pregnancy warning label, with a set design, on packaged alcohol. France requires a warning for pregnant women, usually shown as a pictogram.

These warnings take up space. A 330 ml can has room for less than people expect once the brand, style, alcohol, volume and legal text are on it. Leave a clear panel for market specific text in the design from day one.

Allergens and ingredients

Barley and wheat contain gluten, which most developed markets treat as an allergen. In the European Union and the United Kingdom, drinks over 1.2% ABV do not have to list all ingredients. They still have to declare allergens, usually with a line such as "contains barley" or "contains wheat". If you brew with oats or add lactose, those must be declared too.

Indian craft beers sometimes use rice, maize or local spices. Check whether any ingredient has its own rules in the target market. If you use a fruit or spice the importer has never seen, ask early.

Alcohol, volume and units

Most markets want alcohol shown as a percentage by volume. EU and UK labels typically show it as, for example, 5.0% vol. Australia also requires a statement of how many standard drinks the container holds. A standard drink there is 10 g of alcohol, so a 330 ml can at 5% ABV holds about 1.3 standard drinks.

Volume should be in metric units in most markets. The United States accepts metric for imported beer but has its own rules on how the net contents appear. Show the volume clearly in the units each market expects.

Language, importer and origin

Labels usually have to be in the official language of the market. Canada requires English and French on most food labels. If you plan to sell in several markets, decide early whether one label can carry two languages or whether each market needs its own print run.

Many markets require the name and address of the importer or the business responsible for the product in that country. The country of origin, here India, must normally be stated. Your Indian address alone will not be enough.

Stickers, sleeves or a new print run

For a small first shipment, an over-sticker applied to existing packs can add the importer's details, warnings and allergens. Check that the importer and the authorities accept stickers. Some do not allow them to cover required information.

For larger volumes, a dedicated export print run or shrink sleeve is cleaner. Printed cans usually come with high minimum orders, so a generic can with a market specific sleeve or label can be cheaper for small runs. Count the cost of printed stock you cannot use if the importer asks for changes. Our guide to exporting craft beer and the shelf life it needs covers the date coding side.

The cheapest approach is a label system rather than a label. Keep the brand, style and artwork fixed. Reserve a back panel for legal text that changes by market. Brewers who plan this from the start avoid reprinting their whole range when the first export order arrives. Planning packaging, compliance and costs together is a business skill, not a design one.

Date codes and storage advice

Check how the market expects dates to appear. Some want a best before date in a particular format, such as day, month and year in that order. Many importers prefer a clear best before date over a packaging date because shop staff can read it at a glance. Agree the shelf life you will print with the importer, allowing for weeks at sea.

Add storage advice where space allows, such as "keep cold" for unpasteurised beer. It costs nothing and it helps the importer and retailers treat the beer properly.

Your first step

Ask your importer for its market's label requirements in writing. Mark up a printout of your current label in three colours: what is already right, what must change and what must be added. Take that marked-up sheet to your designer before you order any cans.

Common questions

Can I use my Indian label for export?

Rarely without changes. Most markets need their own warnings, allergen declarations, importer details and sometimes a different language.

Do EU beer labels need an ingredients list?

Drinks over 1.2% ABV are exempt from a full ingredients list in the EU, but allergens such as barley and wheat must still be declared.

Is an over-sticker acceptable on export beer?

Often for small volumes, if it does not hide required information and the importer and local authorities accept it. Confirm before shipping.