To cut through the clutter in this highly competitive space, where consumers are faced with seemingly endless choices and brands, a vintner or distiller’s bottle must capture attention at the point of purchase. Pressure-sensitive (PS) labels can help capture consumers' attention as they browse the shelves.
Unlike glue-applied materials, PS provides brands the design flexibility and impressive on-bottle performance that can help wine and spirits bottles appeal to consumers’ senses and move from the shelf. The dynamic benefits PS label materials allow brands to capitalize on design trends to make their packaging vibrant and keep consumers engaged.
Below are a few PS labeling trends that will impact the wine and spirits segment in 2017:
Textured PS materials, like dappled, micro-textured, felt, linen and vellum, are becoming more prevalent in the wine and spirits space — and for good reason. These materials handle embossing and foil stamping beautifully, creating an unforgettable canvas for design targeted to a sophisticated, younger demographic.
Gone are the days of the conventional rectangular or circular label. PS materials allow for intricate diecuts and unique label shapes with complex punch outs that draw the eye and integrate with the bottle shape for added visual impact. The materials’ ability to hold complex diecuts provides designers creative license to push the envelope in new ways.
Designers are also re-imagining label sizes, and again PS material is the perfect canvas for such creativity. From adjacent oversized and undersized labels, to neck and cap labels, to back of bottle labels designed to be seen through glass, multiple labels offer a sophisticated look that provides enhanced shelf appeal.
North American designers and brands can experiment with these trends by obtaining the recently released 2017 Avery Dennison Pressure-Sensitive Wine & Label Materials Collection. The portfolio contains nearly 60 labels constructions grouped by: New Materials, Aqua Stick Portfolio, Unique Papers, Uncoated Papers, Coated Papers, Films and Welded Materials. More information is available regarding the Avery Dennison 2017 PS labeling trends and Pressure-Sensitive Wine & Label Materials Collection.
About the author: Alex Kidd is the creative design manager for Avery Dennison Label and Packaging Materials North America.