With the addition of five label stocks to its White Rainbow label family, Avery Dennison intends to offer wine companies a chance to take advantage of the continuing trend of white as the color of choice in packaging labels. Currently about 80% of wine labels on the market feature white labels.
Shelf appeal
Fabien Bourgies, global director of wine and spirits for Avery Dennison, told FoodProductionDaily bright-white labels can give wineries the stand-out appeal bottles must have in order to compete on the increasingly crowded liquor shelf.
“Retailers know consumers spend more time looking at wines if the area is softly lit, with a ‘cellar-like’ atmosphere, and the performance of a white label material can be pivotal in these conditions,” he said. “The right material choice will make a bottle stand out in minimal light levels.”
Bright white
Rustique Extra White FSC and Martele Extra White FSC reportedly are the whitest stocks ever available to wine companies and their packaging partners. The company also has added two patterned stocks: True Linen FSC, with a natural textile finish, and Pampa FSC, with a micro-diamond shape on the surface.
The company also has come out with Pure Cotton, a tree-free label stock composed of 100% cotton fiber. According to the manufacturer, the labeling material has been rated to offer 30% higher whiteness compared to other all-cotton wine labels currently available.
Competitive edge
Bourgies added when looking for ways to gain an edge in the wine aisle, brand owners can see marked benefits with seemingly minor upgrades, such as a label change.
“Consumers can perceive very small differences between whites, and these products give label designers useful new choices, especially when thinking about communicating a sense of luxury,” he said. “The extra-white labels offer an exceptional level of contrast, and the two new materials with elegant diamond patterns allow fine printing details to be reproduced with very high accuracy.”