Avery Dennison adds to wine labeling range

Avery Dennison has added five new products to its wine labeling range to extend the number of white label materials, which it said are ‘by far the dominant label color for wine and spirits producers’.

very Dennison said the new range will be valuable to a large proportion of brand owners as 80 percent of wine labels are currently white

The five new White Rainbow products include two paper-based products (Rustique Extra White FSC and Martelé Extra White FSC), the ‘tree-free’ Pure Cotton material, True Linen FSC and Pampa FSC.

Rustique Extra White FSC’ and ‘Martelé Extra White FSC are said to give designers a new whiter-than-ever shade, while Pure Cotton has been evaluated at 30 percent higher whiteness when compared with other 100 percent cotton fiber wine labels on the market today. True Linen FSC is said to have a natural and elegant textile finish and Pampa FSC a ‘rich and luxurious feel’ due to its micro diamond shape.

Avery Dennison said the new range will be valuable to a large proportion of brand owners as 80 percent of wine labels are currently white, ‘in no small part because the color conveys a sense of authenticity and premium quality’.

Fabien Bourgies, global director of the Wine & Spirits business unit at Avery Dennison, said: ‘With these White Rainbow label materials, Avery Dennison now offers brand owners and designers new opportunities to make their products really leap out from a retail shelf, and communicate a very pronounced brand identity.

‘Retailers know that consumers spend more time looking at wines if the area is softly lit, with a ‘cellar-like’ atmosphere, and the performance of a white label material can be pivotal in these conditions – the right material choice will make a bottle stand out in minimal light levels.’

Bourgies added: ‘Consumers can perceive very small differences between whites, and these products give label designers useful new choices, especially when thinking about communicating a sense of luxury. The extra-white labels offer an exceptional level of contrast, and the two new materials with elegant diamond patterns allow fine printing details to be reproduced with very high accuracy.’

Avery Dennison is sponsoring the Craft Beverage Day at Labelexpo Americas 2014, which takes the form of a half-day conference and is only available for breweries, distilleries, and wineries. It is designed to increase understanding of all aspects of label production, from materials used, the machinery involved, adhesives and the latest design trends. Read more about the Craft Beverage Day schedule here.