The evolution of wine labels 3
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Challenges faced by wine labels
1. Simulate special label materials with paper
With the development of wine brands, brand owners are trying to use the ever-growing printing technology to reduce their operating costs, that is, using relatively cheaper paper and other materials to replace some special label materials, but at the same time they hope to continue to obtain the same The appearance of the effect, which requires printing, finishing technology to simulate the effect of special label materials. UPM Raflatac's Wilson explained: “Customers are reducing the use of selected materials and special grades of materials, while using more powerful, lower-priced paper. Therefore, today's wine label face stock must have a higher Cost-effective, but also high-end quality, and allow indentation / embossing, stamping, etc. will destroy the processing of the paper structure."
2. Increasing demand for wine merchants
In addition, brewers are also increasingly adopting specialized materials to produce wine labels, and show trends such as shorter lead times and minimum batch sizes, which will allow them to minimize storage costs and minimize waste. . As a result, the production of wine labels must become more and more sophisticated in order to cope with increasingly stringent and even demanding requirements of wineries.
Wilson also said: "In the past, without the application of wet and strong surface materials, the specifications of adhesive surface materials can have more flexible space and larger tolerances, but now carefully selected customers Requires tracking of properties such as thickness, hue, and tension, so that paper mills and label material manufacturers are becoming aware of customer needs and strains in an unprecedented and timely manner, and are adjusting their specifications, and may even communicate to customers some previously confidential information. ”
For some printing processing technologies, such as embossing, self-adhesive materials will also face some functional challenges. The depth of embossing and the quality of the embossing have new and higher requirements on the properties of the materials of the adhesive layers.
The brand wine label quietly changed
While the labelling of wine labels is the wine of choice in the winemaking industry, wine brand owners have also experienced a wave of evolution. The combination of high quality, flexibility and operational efficiency has driven these changes. In addition to the "bolder and sharper" graphics, there are several key trends in the wine labels.
1. Changes to the label material requirements
The back label in the wine label tends to use plain paper or semi-gloss paper, and the selection of the front label material is becoming more and more important. Based on the consideration of the overall cost efficiency of wine packaging, customers require wine labels to meet the labelling requirements of many different materials and surface characteristics, and to adapt to irregular bottle shapes.
The production manager of Avery Dennison's wine and spirits product business, Matt Ropara, analyzed the possible continuing effects of consumer preferences for wine: "The market demand for sparkling wine and white wine has increased, and the label for wine The requirements are getting higher and higher to maintain its visual appeal, including in ice buckets. Wine labels are increasingly using face materials that are added with wet strength agents to reduce the probability and extent of label paper damage by ice water. , so in some cases, it is necessary to cover the back of the tissue to avoid foaming caused by condensation on the surface of the bottle.”
Ropala further added: "We also saw the trend of sustainable development. Wine brand owners are increasingly inclined to use surface materials (such as FSC) that have been certified to produce wine labels. In addition, we also look at The brand's continued interest in thin PET liners is due to the higher durability and reduced thickness of the material, which is more easily recycled."
Alexandre Watson Consulting AWA published in 2013 the global wine and wine label market and its technology development trends outlined: "The wet glue label is in contrast to the self-adhesive label, its position in the market is constantly shrinking, in 2009, the wet glue label It accounts for 45% of market share, but now it only accounts for 40%. At the same time, sticker labeling has increased from 55% to 60% in the same period. In the area of wine labels, paper is as important as breaking out of stereotypes. Paper and non-coated paper are the most important parts of the label, and paper is not only the main material of self-adhesive labels, but also suitable for wet labels.Overall, paper accounts for 93% of the wine label market. The share, while film labels only account for 7%."
2. Changes in the pattern of the wine market
From the global market, the output of wine declined from 2009 to 2012, and in 2012 it has decreased from 27.1 billion liters in 2009 to 24.8 billion liters. In addition, the main consumption areas of wine are also shifting. For example, although the development of the European wine industry did not bring direct growth in wine label production, the United States and China and other regions have clearly enjoyed the growth brought about by the wine industry. In addition, it is reported that the economic recession in countries such as Italy and Spain has had a slow impact on their wine market. In addition to the economic recession, drinking preferences, especially the "millennial" drinking preferences, also make wine consumption more inclined to low-priced to mid-priced wines, rather than high-quality, high-priced wines.
Another trend is that some of the larger global wine brands hope to have the same wine stocks in Napa Valley and the United Kingdom and Australia, which will undoubtedly have an impact on the local label industry.
3. Digital technology and e-commerce are changing the label printing industry
Digital technology and e-commerce are constantly making the world feel its existence and value. It is also true in the label printing industry. For example, CCL, the world's largest label printing company, has made successive rounds of acquisitions of label printing companies around the world in recent years, including German wine label printer Druckerei Nilles and its subsidiaries. Nilles uses proprietary e-commerce software, more than 500 domain names and digital printing technology to provide European buyers with customized label products, and achieved a profit of US$2.7 million in 2014. CCL President and CEO Geoffrey Martin explained: “This new service offers consumers and small businesses more choices. They can use our online cloud-based design tool to design and print cards such as labels and hangtags. Pre-standardized Avery self-adhesive label materials can be produced on their own desktop printers to produce their own labels, or to Nilles professional production, and directly shipped from Avery.In addition, Nilles can also Larger volume label customers, customers with more specific label sizes, and customers with more complex labels require similar online services.
In the future, the main development trend of the label printing industry and the wine industry will still be integration. No matter how the wine industry's demand for labels evolves, the label printing industry will undoubtedly rely on new and innovative technologies to deal with them.
