AWA announces 2025 Sleeve Label Awards winners

AWA Alexander Watson Associates has revealed the winners of its 11th annual Sleeve Label Awards during a ceremony held September 15 in Barcelona, Spain.

The judging panel of independent experts included Dr Séamus Lafferty, consultant; Tom Hammer, head of technical marketing at Siegwerk Narrow Web USA; and Heath Luetkens, executive director of iC3D Software. The judges introduced three distinct award categories this year in response to exceptionally high submission numbers.

McDowell Label claimed the Can Category Winner for its Ghost Peaches project, featuring haptic-intensive tactile doming that replicates a basketball's feel.

The special edition College Basketball Crown collaboration showcases high-fidelity, vibrant color and delivers a tactile brand experience that elevates the decoration standards.

CCL Label and McDowell Label shared the TD Sleeve Category Winner designation. CCL Label's Ketel One Lemon Drop Martini entry features UV inks with light-blocking properties and a color-matched tamper-evident sleeve. The design includes a martini-shaped reveal window with cold foil and glitter varnish embellishments while preserving the brand's heritage aesthetic.

McDowell Label's co-winning Skyy Espresso Martini entry delivers tight registration of graphics and doming varnish in a full top-to-toe sleeve with integrated tamper evidence. The design incorporates sandpaper tactile varnish and careful film resin selection enabling high shrink percentage at the cap area.

'The vessel's challenging round shape, combined with restrained yet purposeful graphics, makes this a standout example of how shrink sleeve technology elevates packaging into a compelling brand experience,' noted the judging panel regarding Steinhauser's BuzzBallz Witch's Potion entry, which received an Honorable Mention in the TD Sleeve category.

The Witch's Potion sleeve features a gritty matte black finish that replicates cast iron's look and feel, creating the illusion of holding a witch's cauldron and transforming the package into part of the drinking experience.

Corey M. Reardon, president and CEO of AWA Alexander Watson Associates, presented the awards. Entries were evaluated on print and artwork quality, container application, converting and seaming, innovation and overall shelf impact.