The clock is ticking. She’s staring at her choices in a pub; he’s looking at the shelf of a bottle shop. Are they going to pick your beer or the other guy’s? To lure in that first-time buyer, what you have on the outside of your can or bottle can be just as important as...

The clock is ticking. She’s staring at her choices in a pub; he’s looking at the shelf of a bottle shop. Are they going to pick your beer or the other guy’s? To lure in that first-time buyer, what you have on the outside of your can or bottle can be just as important as...