Doing Digital
“We also see this carry over into industries with personalized items where variable content is required, such as wine bottles with personalized wedding labels, party favors, city festival premium items, right down to 30 individual flavors of popcorn or ice cream,” says Hoffner.
Mac Rosenbaum, vice president of Aquaflex, also acknowledges the use of digital printing for low-volume specialty items, such as regional foods and wines. In addition, he points to its use in test-market applications. “Companies who want to test market variations in their graphics can usually print digitally for less than conventional printing.” For these types of applications, though, “as soon as the volume increases, these products become the domain of conventional printing processes,” he says.