Southern Star Brewing Co. is finding a new use for beer labels: modern art. Specifically, the brewing company is focusing on local artwork in order to promote the artists.

According to the company’s founder, Dave Fougeron, the artwork will be featured on shrink sleeves that will encompass the bottle or can.

“These cans utilize a full digital printing process whereby the artwork is printed on a shrink sleeve then shrink wrapped on cans,” the company stated in a press release. “This allows photo-quality images to be used as labels. We are utilizing the talent of local artists for this project, and intend on continuing to support our local artists through this program.”

The first up in the brand’s line is an IPA showcasing original artwork from M.H. Draper. The beer is featured in the company’s draft-only Taproom Series, and it is based on the artist’s “The Honesty of Reason” painting.

The product line will start appearing in Houston stores in mid-October, and new artwork will be released in subsequent batches. Fougeron anticipates the second installment of beer cans to feature artwork from Vincent Fink or Ben “Catfish” Perez.

With short-run digital printing, this Houston brewer has opened up a world of possibilities for beer labels, especially those in the craft beer segment. Shelf appeal plays a major role in attracting the eyes of customers, and cross-promotion could benefit multiple industries.

Perhaps some of the pieces in the Metropolitan Museum of Art will wind up on some New York craft beers in the near future.