The evolution of wine labels 2
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3. New technologies for printing and finishing guide new directions for the development of the label market
Digital printing is also actively promoting the development of the wine label market, and has opened up a new direction - to achieve brand customization and diversification. Paper embossing was, and still is, a decorative technique often used in wine labels. UPM Raflatac's product manager, Wilson, explained: “Digital printing and embossing enable customers to produce unique, eye-catching labels without investing in large amounts of inventory materials. The unique and high-end labels that serve the appeal of the brand are very important for the texture and performance of the wine labels.”
The embossing process has a visual characteristic of 3D change. Through embossing, the design elements on the wine label are enhanced to provide unique illustration effects and accentuate artistic appeal. Similarly, partial varnish and embossing are often used to make wine labels. The current embossing process is changing from rotary embossing to flat embossing because flat embossing has more advantages, but it is now also used in luxury brands of wine and spirits, as well as high-end health and beauty products.
In addition to the embossing process, hot stamping and innovative 3D indentation effects are becoming more and more popular with consumers. Robert Wye, senior sales consultant for West Coast of the United States, Nilpeter, a manufacturer of flexo printing machines in Denmark, stated: “After years of high attention to cost savings and optimization in label production, we have now found more complex label designs, including various 3D designs. Effects, light and matte matching to highlight important details of the tag on the shelf."
Screen printing is a printing technique frequently used for wine labels, regardless of the past or present. The reasons for its popularity are the thick ink layers, the three-dimensional texture of the printing patterns, and the use of special inks such as matte ink, crystal ink, and foam ink. Can produce unique visual effects and skin feel.
Italian label printer Tipografia Mandruzzato recently added two new Juras label printers and witnessed an increase in the popularity of wine label customers for screen printing. They introduced a Gallus TCS 250 label printer equipped with a screen printing unit for opaque white printing and a screen printing unit for braille printing. Other configurations include four offset printing units, a blanching unit, Flexo printing units and flat die cutting units. Mandruzzato chose this servo-driven modular label printer to meet customers' short-cut processing requirements from 5,000 to 20,000 labels. As brand owners increasingly prefer to decorate their bottles with more gorgeous designs, the flexibility of label production becomes crucial.
Today, consumers will no longer pay attention to plain old bottles with traditional labels. With the use of different design methods, the design of bottles and bottles has become an art, not just liquid containers and product instructions. .
Wine label function upgrade
In terms of the functionality of wine labels, wine producers are seeking solutions that meet higher requirements. UPM Raflatac's Wilson said that the brewery requires that the labels meet more stringent standards, such as ice bucket testing. Previously only 2 to 4 hours of testing in the ice bucket were used to simulate the consumer's use environment. Now, customers Looking for self-adhesive label materials that can withstand 24 to 48 hours of ice bucket testing. This requires increasing the wet strength of the facestock, and in conjunction with high-end adhesives, and (and) using a "sealing technique" on the back of the facestock to prevent water from penetrating into the facestock.
Wine makers continue to innovate through brainstorming to create differentiated products, including new forms of packaging, such as the use of metal cans, PET bottles, and recycled paper materials as alternatives to conventional glass bottles, accompanied by wine. Label materials are also constantly innovating to adapt to the above materials.
