Avery Dennison has launched a film label material in Europe to address the challenges faced by wine and spirit producers who need a premium brand image to survive intact during long periods of ice bucket immersion. Avery Dennison Aqua Proof offers the look and feel of a conventional premium paper label, with the improved performance of a film.
The new product, offered by Avery Dennison Label and Packaging Materials – Europe, delivers ‘unique’ levels of resistance to ice and water, eliminating wrinkles, pleats or bubbling when bottles are taken out of either cooling cabinets or ice water, says the company. Avery Dennison Aqua Proof combines Fasson S2047N adhesive with a tactile, pearlescent, embossable film – a film that has the appearance and ‘touch’ of a textured paper product.
Converters see the material as an important new option for raising their customers’ perception of product value. According to Alfredo Pollici, CEO of Notarianni in Valle S. Bartolomeo, Italy, ‘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 realizing initially that they were looking at a film.’
Brand owners for premium products such as champagne, wines, cava, prosecco and spirits have traditionally used uncoated papers and wet-glue labeling because paper offers a feeling of ‘authenticity’ to consumers. However, the open-weave nature of paper fibers enables moisture absorption which can cause the labels to develop wrinkles, pleats and bubbling. Changes in label opacity and label slippage during immersion are also significant problems.
Not only does Avery Dennison Aqua Proof solve these issues, but it is also 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 naturally resistant to mold.
Francis Arnaud, business development manager at Avery Dennison Label and Packaging Materials – Europe, says that Avery Dennison Aqua Proof has been designed to simplify the choice of product for converters as well as improve ice water performance: ‘A wide range of decorative techniques can be used with this new material. 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.’
The product will initially be offered in Europe and then expanded to other regions.