Martens – Individual bottles for the soccer World Cup through direct digital printing

Brouwerij Martens in Belgium launched specially designed bottles to market for the soccer World Cup using direct print powered by KHS Group (Source: KHS Group)

BELGIUM •  Specially designed bottles on the shelves for the soccer World Cup: To mark the big kick-off in Moscow Belgium’s Brouwerij Martens is offering its premium beer in 32 country-specific bottle designs on the French market. Various images of the participating nations have been printed straight onto the PET bottles using Direct Print Powered by KHS.

Back in 2015 the Belgian brewery was the very first beverage producer to launch directly printed bottles to market produced with the prototype of the Direct Print Powered by KHS system. Martens is convinced by the direct digital printing process and will also rely on the technology from NMP Systems and KHS in the future, say the Belgian brewers.


The successor Pilot 1.0 version of Direct Print Powered by KHS, which includes several new features, is now being used on the Martens production line. Pilot 1.0 incorporates technological additions. According to the company this permits an even better quality of print at high speeds and enable each individual bottle to be printed with different motifs within a very short space of time. The customer is able to decide whether the individual designs are printed onto the bottles consecutively or at random. An additionally developed printed image inspection system is included.

Different images of the participating nations printed directly onto the PET bottles, including one for defending World Cup champion Germany (Source: KHS Group)


Batches of one with individual motifs

Individual motifs which are adapted for marketing campaigns or even at the customer’s specific request and produced in the shortest time are possible on the Direct Print machine, giving the beverage producer a clear competitive edge. The short time-to-market phase is particularly ideal for marketing offensives such as the current World Cup push.

According to the company the bottles produced using the digital printing process are also 100% recyclable. This was again confirmed last year by the European PET Bottle Platform (EPBP) renewing the certificate granted to the process. PET bottles processed by Direct Print Powered by KHS have no negative impact on the rPET and are thus officially approved for bottle-to-bottle PET recycling.

Martens is a family-owned company based in Bocholt, Belgium. Andriaan Geerkens founded the brewery in 1758. The present-day owners Jan and Fons Martens represent the company’s eighth generation of brewers. Martens sells over three million hectoliters of beer a year and has become one of the main players on the Belgian and international beer market. Much of its produce is destined for export and marketed as an own brand.

Brouwerij Martens in Belgium launched specially designed bottles to market for the soccer World Cup using direct print powered by KHS Group (Source: KHS Group)

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