Artist-designed beer cans are everywhere in craft beer these days. Rotating labels featuring local artist collaborations. Bold graphics that turn six-packs into gallery pieces. Limited edition releases with collectible artwork. It's visually stunning and makes for great Instagram content. But does it actually sell more beer?
I ran a study with six Canadian craft beer drinkers to find out the real impact of art-focused packaging. The results were sobering (pun very much intended). Art definitely grabs attention and generates social media buzz, but it doesn't necessarily translate into actual purchase behaviour at the point of sale.
The Participants
I recruited six personas from British Columbia, Quebec, and Alberta - ages 25 to 45, with a mix of technical and creative professional occupations. Incomes ranged from $24,000 to $175,000 annually. All were regular craft beer buyers who frequently spend time standing in front of coolers at liquor stores and craft beer retailers, making purchasing decisions about which new beers to try or which familiar favourites to repurchase.
What they had in common: they've all noticed art-forward beer packaging and the rise of limited edition artist collaborations, they've all formed clear opinions about what actually makes them purchase a beer versus just admiring the can, and they're all willing to experiment with new brands and breweries under the right conditions and price points.
The First Reaction
I asked directly: when you see a craft beer with rotating artist-designed labels in the cooler, what's your honest first reaction? Does the art make you more likely to pick it up?
The verdict was consistent: skeptical-to-neutral. Art grabs attention and might prompt a closer look, but it "rarely changes the buy" on its own. The visual appeal creates initial awareness but doesn't overcome more fundamental purchase drivers.
What actually drives trial and repeat purchases? Participants were clear:
Style preference - is it an IPA, lager, stout, or sour that matches what they're in the mood for?
ABV clarity - knowing the alcohol content to match the occasion
Taste consistency - confidence that the beer will taste like previous batches
Price-per-can math - value calculation that factors into every purchase
Previous experience - word of mouth or personal track record with the brewery
One participant summarised it well:
"Cool art might make me pick up the can and look at it. But I'm still checking the style, the ABV, and the price before it goes in my cart. The artwork is nice, but it's not what I'm actually buying."
The Big Claim Problem
I tested a specific claim: a brewery says they've featured over 2,000 artists from 40 countries on their cans. What's your gut reaction to that impressive-sounding statistic?
The reaction was uniformly skeptical. Big numbers without transparency backfire rather than impress. Consumers immediately wondered: are the artists actually paid fairly? Is this a genuine program or just a marketing stat designed to sound impressive? What does this say about the beer itself?
One participant captured the skepticism:
"2,000 artists sounds like a lot - maybe too many. Are they getting properly compensated? Is this about supporting artists or just generating content? The big number makes me suspicious rather than impressed."
When Art Leads, Beer Suffers
I asked a pointed question: when a brewery leads with their art program as the main selling point - when the artwork is the headline rather than the beer itself - what does that make you think about the actual liquid inside?
The answer was consistent: "average until proven otherwise." Respondents interpret art-forward messaging as potentially signaling that design may be masking inconsistent quality. If the brewery is leading with the cans rather than the contents, what are they hiding about the liquid?
Two-thirds of participants indicated they prefer to trial with single cans before committing to multi-packs when art is the headline message. The skepticism adds friction to the purchase decision.
One participant explained the reasoning:
"If they're talking more about the artist than the beer, I wonder if the beer itself isn't that interesting. Great breweries lead with their liquid. The design should support the beer, not carry it."
What Actually Matters to Beer Buyers
When I asked participants to rank their actual priorities when choosing craft beer, the hierarchy was clear:
Taste and quality consistency - the fundamental reason to buy any beer
Style match - IPA drinkers want IPAs, not to be surprised
Value for money - price needs to make sense relative to quality
Local or trusted origin - regional breweries have inherent credibility
Design and packaging - last on the list, a tiebreaker at best
Skepticism triggers that cause consumers to put a can back on the shelf: style ambiguity (unclear what kind of beer it is), missing ABV information, excessive premium pricing without justification, and overly slick packaging that seems to compensate for product weakness.
What This Means for Craft Breweries
If I were running an art-focused brewery, here's what I'd take away:
Lead with the beer, support with art. The liquid is the product. Art is the packaging.
Be transparent about artist programs. Compensation and authenticity matter to consumers.
Keep style and ABV prominent. Don't let art obscure essential product information.
Use art to build brand identity, not compensate for quality. The moment consumers think design is hiding product issues, trust evaporates.
The Bigger Picture
Art on beer cans is a cool concept that generates genuine social media engagement, creates shelf differentiation, and builds brand personality. But it's ultimately garnish, not the meal. Consumers buy beer for the liquid inside the can, not the label wrapped around it. Design can effectively support a brand and create meaningful differentiation in a crowded category, but the moment it leads the story ahead of the beer itself, consumer skepticism kicks in.
Because at the end of the day, standing in front of that cooler, consumers are asking one question: will I enjoy drinking this? The artwork might catch their eye. But the style, the brewery reputation, and the price will determine whether it goes in the cart.
What the Research Revealed
We asked real consumers to share their thoughts. Here's what they told us:
What matters MORE to you when choosing a craft beer: interesting packaging and brand story, OR beer style and flavour profile? If the art is amazing but you do not know if you will like the beer itsel
Elias Mansour, 3, Toddler in Daycare, Terrebonne, QC, Canada:
Beer? Papa. Me look. Pictures. Pictures more. Style, flavour? No know. Yucky. Story? Words? No. Art amazing? Yes. Take. Truck, monster, big color - yes. Plain can - no. Papa taste. Me milk. Keep can. Sticker.
Simon Beaulieu, 46, Nonprofit Program Manager, Swift Current, SK, Canada:
Short answer: beer style and flavour win. Pretty can is a bonus, not the reason. I got burned last month - gorgeous prairie-sky label, tasted like grapefruit perfume. Half the can went into chili. So yeah, I’ll take a chance only if I can buy a single, or the label credits a local artist I actually know. What I reach for:
Winter: porter or stout
Summer: crisp pilsner or a clean saison
Hard pass: milkshake stuff, super-sours, hop bombs
Brand stories are fine, but keep it tight. Tell me the style, how bitter or sweet it drinks, and the ABV. Budget is real - I’m not gambling on a pricey 4-pack just because the can looks like it belongs in a gallery. If I want art, I’ll go to the gallery. If I want beer, I want it to taste right.
Priya Joseph, 46, Insurance Agent, Brampton, ON, Canada:
Short answer: beer style and flavour profile matter more. Packaging and brand story are a tiebreaker at best, not the driver. If the art is amazing but I’m unsure about the beer, I’ll only gamble under tight rules:
Single can only, never a 4-pack.
Fits my lane that day - 4.5-5.5% pale or a malty porter on a cold, wet evening like this.
Clear fresh date and straight tasting notes, not vague vibe copy.
Price is sane - no label tax.
Ideally I’ve had something clean from the brewery before.
If it’s a pastry sour, milkshake IPA, or 9% sugar-bomb, the pretty can stays on the shelf. I’m not hauling a flashy dud on the bus just because the art slapped.
Kaira Sharma, 7, Primary School Student (Ages 5-11), Vaughan, ON, Canada:
I do not choose beer. I am 7. For me the pictures matter more. The story on the can is tiny words and I skip it. The taste part is for grownups and I do not care. I just look and then Mom says no and we go get juice. If the art is amazing I will pick it up and show Mom and ask can we keep the empty can for my marigold. I will not take a chance on the drink. I will take hot chocolate because it is rainy and I feel kinda shaky from storm stuff. If it has a fish or a car I stare a long time, but I still put it back.
If you learned that a brewery pays artists for their work on the cans and lets them keep ownership of their art, would that change how you feel about the brand? Does the support artists angle actually
Amir Rahimi, 9, Primary School Student (Ages 5-11), Calgary, AB, Canada:
Uh, I don’t even drink beer. It smells weird and kinda bitter. So like, me buying it is not a thing. But the can art stuff? That matters to me. If the artists get paid and they get to keep their art, that feels fair and cool. I draw and do theatre stuff, so I’d probably tell my baba to pick that one if it’s the same price or on sale, because my parents always check flyers. I might even keep the can for my Lego city or put the label in my sketchbook. If it costs a lot more, my mom will say nah. So yeah, it would make me like the brand more, but I’m still getting hot chocolate, especially when it’s cold like today.
Simon Beaulieu, 46, Nonprofit Program Manager, Swift Current, SK, Canada:
Short answer: yes, it matters. I’ve watched too many artists get “paid in exposure” for packaging. Seeing a brewery pay artists and let them keep ownership tells me someone there actually respects the work. That bumps them up in my head. But I’m still a dad on a budget in Swift Current. Taste and price still matter. If it’s a decent beer and within a buck or so of the other cans, I’ll pick the one that pays artists most days. If it’s way pricier, I might grab a single tallboy as my small vote, then go back to the usual. And if it’s local on top of that, even better. I’ll probably keep the can on my desk for brushes, too.
Elias Mansour, 3, Toddler in Daycare, Terrebonne, QC, Canada:
Pay artists? Good. Keep art? Good. Brand? No. I look pictures. Truck can? Yes yes. Beer buy? Papa. Me milk. Sticker.
Margaret Thomas, 73, Retiree (Independent), Edmonton, AB, Canada:
Yes - it would lift them a notch in my books. Paying artists properly and letting them keep their rights is just proper, and it tells me the brewery minds the details and treats people decently. Would it change what lands in my cart? Only at the margins - if two lagers are comparable on taste, ABV, and price, I’ll take the one that backs artists, happily. I won’t pay a big premium or buy a style I don’t enjoy just for the gesture. And the support has to be real: clear credit on the can, a tidy note about the arrangement, maybe a quiet tie-in with local theatres or galleries. As someone who ushers, I notice who actually shows up for the arts... and I reward it when all else is equal.
A craft brewery features original artwork from different emerging artists on every can, rotating the designs every few months. They have featured over 2000 artists from 40 countries. Does this make yo
Elias Mansour, 3, Toddler in Daycare, Terrebonne, QC, Canada:
Pictures on can? Yes. Big colors. I look. Beer no. Yucky. I want milk. More interest: pictures yes. Brand no. Truck can? Yes yes. No truck? Boring. Keep can. Sticker.
Priya Joseph, 46, Insurance Agent, Brampton, ON, Canada:
Short answer: it leans gimmick for me unless they prove the artists are actually paid well and not just getting “exposure.” What moves me vs. turns me off:
Pro: Nice shelf appeal, good conversation starter, and I like discovering new illustrators if the credits are clear.
Con: Rotating cans create decision fatigue and make it harder to find the exact beer I liked last time. I’m not paying extra for fancy printing if the beer quality and freshness are inconsistent.
Trust test: Show what artists get paid, keep a stable core lineup so I can rebuy, and keep the price per can sane. If the art rotation is the headline, I assume the liquid is average.
On a wet, chilly day like this, I’m not loitering in the LCBO reading can stories. I buy by style, ABV, freshness date, and price. If they clear those basics and treat artists fairly, I’m interested. If not, it’s just pretty packaging.
Margaret Thomas, 73, Retiree (Independent), Edmonton, AB, Canada:
A bit of both. I like seeing original art out in the world, and if they pay the artists properly, credit them, and put some real support back into the arts community, I’m interested. When it turns into a torrent of collectible cans and Instagram bait, it reads as a gimmick that serves their marketing more than the painters. Also, if I have to squint to find the style and ABV, no thank you - give me clear, legible labels and a sensible price. I buy on taste and value; the pretty can is a bonus, not the reason.
Kaira Sharma, 7, Primary School Student (Ages 5-11), Vaughan, ON, Canada:
Hmm. I like the pictures on the cans a lot, and I want the empty can for crafts and plants. The drink is for grownups, so I do not care about that part. It feels kinda like a trick to make people look, like shiny stickers at No Frills, but I still like staring at the art. If they change too fast then I get annoyed, because what if my favorite one is gone and then I feel yucky in my tummy. 2000 is like a zillion, bas. So I am not more interested in the brand, only the drawings, and I want the can for my marigold.
When you are browsing the craft beer aisle, how much does the can design actually influence what you pick up? Be honest - does cool art on a can make you more likely to try it, or do you mostly ignore
Margaret Thomas, 73, Retiree (Independent), Edmonton, AB, Canada:
Honestly, the can art will make me pick it up, but it rarely decides the purchase. I look for the basics first - style, ABV, price, and where it is brewed - and I want the label to be legible without squinting. Tasteful, tidy design suggests they mind the details; loud, gimmicky cartoons or silly names put me off, and I walk past. If I am choosing between two similar lagers, a clean, well-set can that mentions supporting local arts might tip it. Otherwise, the packaging is just the coat, not the soup.
Elias Mansour, 3, Toddler in Daycare, Terrebonne, QC, Canada:
Beer aisle? Papa thing. I look. Pictures. Cool art? Yes. Take. Big color, animal, monster - yes. Plain can? No. Put back. Truck can? Me point. Papa laugh. In cart. Words? I ignore. Me juice. Milk.
Kaira Sharma, 7, Primary School Student (Ages 5-11), Vaughan, ON, Canada:
I do not pick beer. I am 7. I look at the cans and the pictures and colors. If the art is cool I grab it and show Mom and then she says no and I put it back. If it is plain I ignore it, and if it has a fish or a car I stare a long time. I think the beer aisle is kind of boring and cold and it smells weird, bleh face. I would not try it, it is for grown ups, I like juice and hot chocolate. Also lightning pictures make me twitchy today because of the storm stuff and I just want to go look at snacks.
Priya Joseph, 46, Insurance Agent, Brampton, ON, Canada:
Short answer: I mostly ignore the packaging. Cool art might make me pick it up to read the back, but it’s a tiebreaker only, not the reason I buy. What actually decides it for me:
Style and ABV - weeknight I want something 4.5–5.5%, not a sugar-bomb double IPA.
Fresh date - if it’s hoppy and older than, say, a couple months, hard pass.
Price per can - I’m not paying a label premium.
Brewery track record - if I’ve had a clean, consistent beer from them before, I’ll stick with it.
On a cold, rainy day like today, I’m thinking malty or a stout. No pastel beach scene on a can is going to change that. Exceptions: if I’m buying a host gift or stocking for a BBQ, nicer design matters a bit because presentation. And sometimes I’ll grab one single wildcard can with fun art just to sample - never a whole 4-pack. Honestly, if a label looks like they spent more on the designer than the hops, I get skeptical. I’m hauling this on the bus, so I don’t have patience for flashy duds.
