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Optimising the impact of labels

“When professionals talk about their expertise, it’s always good to learn,” said Brigitte and Jean Jacques Evrard, founders of the global Pentawards packaging design competition. They were commenting on the wine labelling seminar organised by self-adhesive labelstock producers Avery Dennison in London recently.  The event drew together around 40 delegates from UK wine producers and bottlers and graphic design consultancies with a particular interest in wines and spirits labelling.

Technical and creative agenda
The agenda for the seminar spanned both the technical and creative possibilities of self-adhesive labels in the increasingly-important context of branding wines.   As the supermarket takes over from specialist wine retailing outlets, it is the packaging, and particularly the bottle label, which has to ‘sell’ the bottle contents to the consumer. To meet this new market need, Avery Dennison has created a dedicated range of Fasson-brand self-adhesive wine labelstocks, offering a broad choice of substrates to reflect traditional, modern, and ‘out-of-the-box’ design values.

Self-adhesive labelling is growing in popularity around the world for all kinds of beverage labelling, for both creative and functional reasons. Avery Dennison wine/spirits segment manager Gwenaëlle Le Garrec explained: “Real innovation in labelling starts when you bring the whole supply chain together -- the wine producer/bottler, the design consultancy, the labelstock supplier, and, of course, the label printer. That’s what we are trying to achieve with these seminars.”

‘Wine is a luxury’
Guest speakers Jean Jacques and Brigitte Evrard focussed the minds of seminar participants on ‘a passion for wine… and design’ in a paper that explored the psychology of luxury (‘wine is a luxury’, they said), and the different drivers at specific levels of the wine marketplace.   They showed graphically how ‘packaging demands meticulous detail’, and how important a role it plays in conveying the personality of a wine.

The seminar, held at Vinopolis, was the first such event hosted by the Avery Dennison wines and spirits market team. Organiser Glyn Scriven said: “There is obviously a real demand for information…  Both the wine producers and designers want and need a deeper understanding of wine labelling solutions and how they can influence, and optimise, product branding.”

Full details of the portfolio of Fasson wine labelstocks from Avery Dennison are available via the dedicated website,


About Avery Dennison
Avery Dennison is a recognized industry leader that develops innovative identification and decorative solutions for businesses and consumers worldwide. The Company’s products include pressure-sensitive labeling materials; graphics imaging media; retail apparel ticketing and branding systems; RFID inlays and tags; office products; specialty tapes; and a variety of specialized labels for automotive, industrial and durable goods applications. A FORTUNE 500 Company with sales of $6 billion in 2009, Avery Dennison is based in Pasadena, California and has employees in over 60 countries. For more information, visit


1 April 2010 - Felicity Murray