Innovative labelling leads to solid vodka sales
flavoured alcoholic beverages - Petrikov Red and Blue - has been
able to establish high retail sales because of the market presence
given by award-winning labelling.
"To compete effectively on supermarket shelves and stand out among other drinks, the red and blue bottles - already strikingly vivid - needed equally striking labels that would bring the Petrikov brand name to the fore," said Toorank marketing manager Norine Geurts.
As a result, Kolibri Etikettenfabriek decided to print the labels in seven colours plus varnish on an ILMA 340 press using Scipa Aarberg inks - including two specialities - luminescent and thermochromic.
The back label on the bottles employed the thermochromic inks to create an innovative functional feature - a temperature indicator 'thermometer' bearing printed messages, one of which - 'OK! I'm cool! Drink me now!' only becomes visible when the bottle contents are chilled to the ideal vodka drinking temperature of 7 to 8 degrees C.
The final results 'colour match' the print on the primary product labels to the bottles' liquid content - blue or red - within the context of a shield-shaped design, which evokes the traditional look of vodka bottles.
Printed by Kolibri Etikettenfabriek on Fasson High Gloss White Premium self-adhesive paper labelstock with S2000N permanent adhesive, the labels took the marketing/end use award for alcoholic beverage labelling in the 2004 FINAT International Labelling Competition.
The judges praised the bright, bold colours and interesting shape - and declared the labels in technical terms a good example of combination print - employing rotary letterpress, UV screen, flexo, and hot foil stamping.
"Toorank's request for outstandingly different labels could only be met by a premium self-adhesive substrate, the creative use of inks, and high print quality," said Paul Holland, Kolibri marketing and sales director.
"For label sets that require multi-process print and ambitious diecutting, combined with the need to apply each label set on automatic dispensing lines accurately and in just one pass, we believe only self-adhesive labelling could do the job, and chose a top-quality Fasson stock to guarantee success."
The vodka range has proved so successful that it is currently looking to open up strategic export markets. The company is preparing to launch the product in Spain, Belgium, UK, Poland, and is considering a foray into the USA market.
"From the very beginning Petrikov Red and Blue have been an outstanding success in The Netherlands, our initial market," said Geurts. "We are also investigating the feasibility of adding two new mixes to the Petrikov range."
Self-adhesive labels are becoming a popular choice today for all kinds of flavoured alcoholic beverages, but also for spirits and liqueurs, premium beers, and even wines because of the flexibility offered in terms of design, choice of facestock, and ease of application.
The Fasson-brand portfolio offers a broad choice of labelstocks for beverage labelling: films - including transparent films for the 'no label' look; antique laid and metallised papers; and laminated foils.
