Avery Dennison expands self-adhesive wine labelling

The company has launched a bespoke service that allows wine producers to order customised wine label rolls via its Fasson Specialty platform. Avery Dennison says it can supply 28 bespoke Fasson brand labelling constructions to wine label converters for delivery within 48 hours. Its Fasson Exact service gives converters exact-width, ready-to-print reels, saving on material waste, says Mike Harris, beverage segment manager at Avery Dennison Europe. "Previously we would have to supply in 1-metre or 2-metre standard widths, which often left converters with off-cut. But we're changing the way we manage our finishing process so our customers can order in any they require. We can also supply the new wine labels within 24-48 hours compared with up to a week before,"​ Harris told FoodProductionDaily.com These changes should save time and cut back on waste and stock for wine producers and label converters, he says. The market for self-adhesive labeling remains niche among wineries but is growing rapidly as wine producers and bottlers seek further differentiation under increasing competition. Harris estimates the self-adhesive wine labeling market to be worth around €105 million, with annual growth of between 15-20 per cent each year. "The designs you can do with pressure sensitive labels are more diverse and there is a broader range of colours and finishes. You can also use clear, see-through labels, which are under growing demand," says Harris. Self-adhesive labeling is markedly different from the more widely used 'wet glue', which requires finished labels to be coated with wet glue before they are applied to the beer or wine bottle. Self-adhesives, also called pressure sensitive labeling, is more efficient. The label producer coats the material with an adhesive during the processing so that it can be applied directly to bottles simply using pressure, and without the need to set up a special adhesive production line. Some wineries may produce relatively small quantities of one product, requiring a short print run for labels and quick turnaround to a different label. "Normally there is a double-digit increase in efficiency, especially in the set-up costs,"​ Harris explained. "The wet glue line takes time to set up and take down while pressure sensitive labeling just needs the press of a button." ​ Avery Dennison claims to be the number two in pressure sensitive labeling for the wine sector and is working on projects with clients such as Moet Chandon. Adhesives and particularly technologies such as film-based labels are feeling the impact of the current global price rises in oil - they tend to be derived from oil-based materials. Avery Dennison says its size allows it to absorb increasing costs without passing them on to customers. The company has also introduced a general-purpose wine labelling adhesive, Fasson S2030, said to complement its Fasson S2047 hot melt for 'difficult' surfaces and the premium 'wash-off' grade, Fasson WLA. It should also help converters to save on inventory, simplify ordering routines, and avoid over-specification. The glue is described as a versatile, permanent acrylic adhesive that offers high-speed conversion and dispensing, as well as good mandrel performance required for bottles and good 'ice bucket' characteristics.