Self-adhesive labels as solutions providers in the trend-conscious beverage marketplace It is the experience of a particular product which appeals to the consumer, according to Rik Olthof of international branding and packaging design consultants Claessens Cartils. He adds: ‘Branding used to be about information and, more recently, about identification. Nowadays, ‘experience’ is a new dimension that brand owners create with their packaging. It is not the ‘bling’ effect that creates brands, it is the brand’s ability to surprise and inspire, underline the consumer’s identity, and create an emotional atmosphere that is worth sharing’. Innovative packaging and labeling concepts are an essential component of this new branding approach.
Companies like Heineken have proved this time and again. ‘The same beer with different bottle decoration presents a different experience for the customer!’, says Mr Olthof.
This trend is, indeed, particularly visible in the premium beer and wine markets – two global beverage segments which have found that self-adhesive labels, as part of the packaging mix, can deliver the look and feel that match today’s consumer aspirations.
Translating this concept into reality is a challenge for which self-adhesive labels are particularly well equipped in the world of premium packaging – particularly on glass bottles. Beverages – especially beer and wine – have enthusiastically embraced the technology in the last few years. Paul Jarvis, Chief Executive of the 4Impression Training Group, which focuses on self-adhesive label print, says that ‘the flexibility of the self-adhesive label platform is part of the reason for this.
The unique self-adhesive “sandwich” of a face material, adhesive, and release-coated carrier liner makes it possible to design, print, and diecut labels in complex shapes and sizes that would seriously challenge other label technologies.’
Multicolour print can be enhanced, in the same press pass, with other surface effects, such as embossing, metallic foiling, holograms, and the use of ‘active’ colour-changing inks -thermochromic, which react to changing temperatures or photochromic, which react to light. Clear film labels deliver the popular ‘no label look’ on glass bottles.
Limited editioning is a practical option for sports events and other special occasions, and personalised ‘one-offs’ are even possible and affordable with digital label print. Track-and-trace, product authentication, and tamper-evident features can be added. Finally, self-adhesive labels are cleanly, automatically, and accurately applied on the packaging line.
‘Taken together’, adds Paul Jarvis, ‘self-adhesive labelling’s characteristics represents real added value and flexibility for the brand owner and contract packer, and – importantly – often delivers a lower total applied cost than other labelling technologies.’
