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New ‘paper-look’ film label will smarten up wine and spirit bottles: Avery Dennison

By Anne Bruce , 01-Aug-2012
Last updated the 01-Aug-2012 at 13:44 GMT

A new paper-look film label will help premium wine and spirit producers keep bottles looking their best and reduce stock inventory, according to labelling giant Avery Dennison.

Gwenalle Legarrec, wine and spirits segment marketing manager of the global labelling, packaging materials and solutions company told FoodProductionDaily.com this morning that the new film label, Aqua Proof (pictured) will launch in September.

The product will initially be offered in Europe and then rolled out to other regions.

‘Feeling of authenticity’

Legarrec explained that producers of fine wines and champagne have traditionally used uncoated papers and wet-glue labelling because paper offers a feeling of ‘authenticity’ to consumers.

She told this publication: “We are very ambitious for our new film as a lot of high-end-users have been waiting for something like this, and nothing has been available on the market before.

“There is a reluctance to accept film labels in traditional markets such as France and the UK, because they are seen as looking cheap, but this product looks like rich paper.”

The Aqua Proof film is being launched across Europe, and both looks and feels like textured paper, she said, but is made with Fasson® S2047N adhesive and a tactile, pearlescent, embossable film. 

Aqua Proof resists ice and water, eliminating wrinkles, pleats or bubbling when bottles are taken out of either cooling cabinets or ice water, Legarrec said, while problems such as labels slipping down bottles were avoided.

The film is also highly resistant to label tearing during transport. Printed information remains intact after immersion in ice overnight, and also during lengthy storage in dark, humid conditions, because the film is resistant to mould.

Future food applications?

Aqua Proof will initially be available in one embossed design, a diamond patter called Orion. The product could also be applied to top-end food products, such as balsamic vinegar and olive oils in future, Legarrec suggested. 

Francis Arnaud, business development manager at Avery Dennison Label and Packaging Materials Europe added: “Its paper-like look and feel helps converters reduce stock inventory because it suits a range of different bottles including sparkling wine, still white and rosé wines and spirits.

“Testing has taken place at several specialist converters in different countries using flexo, offset, hotfoil, silk screen and embossing. The results confirm that no tool adaptation is needed.”

Avery Dennison customer Alfredo Pollici, CEO of Notarianni S.r.l. in Valle S. Bartolomeo, Italy said: “Our brands require material that remains unchanged through the whole bottle life-cycle, even during tough challenges like the refrigerator or ice-bucket.

“Combining the elegance of paper with the durability of film gives us the best of both worlds.

“Our tests spanning several printing techniques have been universally well received – many of our customers commented that this was a ‘nice paper’, without realising initially that they were looking at a film.”

Headquartered in Pasadena, California, Avery Dennison reported sales of $6bn in 2011. 

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