Can beverage brands succeed without labels?

April 2, 2024

Coca-Cola is removing labels from Sprite bottles in a UK trial in a bid to improve sustainability: presenting a bare bottle on shelves. Will other brands follow suit – or will branding and marketing teams decide the move is simply too risky?

Eliminating the label represents a reduction in the amount of packaging materials used, while also simplifying the recycling process. However, labeling plays an essential role in beverage brand recognition. Without a label, it becomes challenging to stand out in a competitive market. Sprite is not the first to consider removing labels – BeverageDaily explores what other brands have learned by exploring this option and the challenges to overcome.