A changing landscape 

In recent years, beverage cans have emerged as one of the most adaptable and strategically important packaging formats in the global drinks industry. Appreciated for their durability, light weight, and strong protective properties, aluminium cans also offer the flexibility required to support increasingly dynamic marketing strategies.

As consumption of traditional alcoholic beverages declines, particularly among younger consumers, growth is being driven by segments such as energy drinks, ready-to-drink cocktails, and specialty beverages. That said, beer continues to be a relevant market, driven by premiumization and the growing presence of microbreweries. Across all these segments, cans combine logistical efficiency with strong shelf presence.

Simultaneously, improved access to co-packing, contract manufacturing, and digital tools has lowered barriers to entry, enabling new brands to scale quickly. This growing competition accelerates innovation cycles, positioning packaging as a critical communication medium where digital decoration technologies are becoming increasingly influential.

The rising role of digital decoration

In the beverage can industry, direct-to-shape (DTS) decoration refers to the process of printing graphics directly onto the metal surface of the can, eliminating the need for additional elements such as labels or shrink sleeves. These alternative solutions are increasingly subject to regulatory pressure in many regions worldwide, particularly as sustainability requirements tighten.

Traditionally, DTS has been dominated by dry offset printing, a technology that has long served as the benchmark for high-volume production. Its ability to deliver high speeds, consistent quality makes it ideally suited for large, stable production runs.

However, shifting consumer behaviours are redefining market expectations. Packaging is no longer static but has become a dynamic communication tool used to express brand identity, highlight exclusivity, and respond to cultural trends. As a result, brands increasingly require shorter production runs, faster design iterations, and reduced time-to-market, placing greater emphasis on flexibility.

In this context, digital direct-to-shape printing is emerging as a complementary solution. By eliminating the need for printing plates and reducing setup times, it enables greater responsiveness while unlocking new creative possibilities for more impactful, adaptable, and differentiated packaging.

Supporting the next generation of equipment

As the role of digital printing continues to expand, equipment manufacturers are developing systems that combine flexibility with industrial performance. The focus is on enabling seamless design changes while maintaining the print quality and speed required for industrial packaging.

An example of this evolution is the new DigiCan from Polytype, a compact high-resolution inkjet solution engineered for direct-to-shape decoration of beverage cans. Based on a single-pass digital process, the system supports rapid production startup and accommodates a wide range of run lengths, from individual units to larger batches, while minimizing setup complexity and material waste.

With headquarters in Switzerland, Polytype brings over a century of expertise in printing and container decoration. In recent years, the company has significantly strengthened its digital capabilities, building a portfolio of proprietary technologies deployed across Europe, North America, Asia, South America, and Australia.

By continuing to invest in inkjet innovation and integrated digital workflows, Polytype is contributing to a shift toward more agile and responsive production models, helping manufacturers align their decoration processes with the pace and diversity of today’s beverage industry.

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