A Market in Transformation
Over the past decade, the beverage can has strengthened its position as one of the most dynamic packaging formats in the global drinks industry. Valued for its durability, light weight and product protection, the aluminium can is also increasingly recognized as a flexible packaging solution that supports evolving marketing and product strategies.
As traditional alcoholic beverages consumption declines in several markets, particularly among younger consumers, growth is increasingly driven by segments such as energy drinks, ready-to-drink cocktails and specialty beverages. That said, beer continues to maintain a strong presence through new types of beers and microbrews that approach the market with a more refined approach. In both cases, cans offer both logistical advantages and strong visual impact.
At the same time, contract manufacturing, scalable co-packing, and digital communication tools have reduced capital requirements, enabling startups to launch and iterate quickly. This proliferation of players is increasing competition and accelerating innovation cycles. Packaging has therefore evolved into a strategic communication medium. A place where decoration technologies, particularly digital printing, are becoming increasingly important.
The Rise of Digital Printing
In the beverage can industry, direct-to-shape (DTS) decoration refers to printing graphics directly onto the metal surface of the can, eliminating the need for additional elements such as labels or shrink sleeves, solutions that are increasingly restricted in many regions worldwide. Traditionally, DTS has relied on dry offset printing, a method that has long set the benchmark for high-volume production due to its speed and consistency.
However, these evolving consumer behaviours are reshaping market requirements. Instead of static designs optimized for long production runs, brands now use packaging as a dynamic communication surface to signal exclusivity, tap into cultural moments, and trigger impulse purchases. As a result, brands increasingly require shorter production runs, faster design iterations, and reduced time-to-market, making flexibility as critical as productivity.
In this context, digital direct-to-shape printing is emerging as a complementary solution. It eliminates the need for printing plates, reduces setup time, and unlocks advanced creative capabilities, enabling cans to become impactful and versatile marketing assets.
“Digital printing is emerging as a key enabler of flexibility for craft beverage producers, redefining how cans are designed, produced and used.”
Enabling Flexible Can Decoration
As digital printing technologies gain traction, new equipment is being developed. These solutions aim to combine high print quality with the agility required to support shorter runs and faster product launches.
One example of this new generation of solutions is Polytype’s new DigiCan. This compact inkjet solution is designed for seamless beverage can decoration. It enables high-resolution printing and inkjet spot varnishing directly on the can surface, delivering sharp text, vibrant colours and photorealistic finishes.
Thanks to its digital architecture and cost-efficient single-pass process, the new DigiCan allows producers to move quickly from design to production, handling everything from single cans to larger runs with minimal setup and waste.
By combining print quality with operational flexibility, solutions such as DigiCan help beverage brands respond faster to market needs.
The Swiss Way
Based in Switzerland, with facilities in the United States and Thailand, Polytype has built more than a century of know-how in printing technologies, packaging and container decoration.
For more than 15 years, the company has focused strongly on digital printing technologies, building on its long-standing expertise in direct-to-shape decoration and proven industrial track record. With solutions engineered for a variety of container types, the company has deployed systems worldwide, serving a wide range of customers across Europe, North America, Asia, South America, and Australia.
These solutions are supported by a fully integrated in-house printing ecosystem, enabling Polytype to control the entire printing process without relying on third-party components.
Through continuous innovation in inkjet technology, workflow integration and industrial reliability, Polytype supports manufacturers in bringing the flexibility of digital printing into their production environment, enabling beverage brands and packaging producers to respond more quickly to evolving market demands.
