[jawns]

I agree. There's a wide range of possibilities here.

In the most basic implementation, you'd have 6 features, each with 14 possibilities, and you choose one option from each and combine them. That gets you 7.5 million combinations.

A more sophisticated implementation might pull from a larger number of features and options and apply complex transforms to produce nonformulaic output.

My guess is that what's actually cutting-edge here is not the algorithm or the designs, but the ability to print custom labels at all. My guess, though, is that it's only cost-effective as a publicity stunt. Printing 7 million identical labels is likely far less expensive.

[sharemywin]

If your talking fractions of a penny per label even if the costs was 400% higher it might not affect overall profitability of the product.

[karthikb]

Identical labels will usually use flexographic printing with cut steel templates which transfer the ink to the plastic. Being able to customize each bottle is pretty cool in its own right.