Enhanced labelling options for craft beers

Avery Dennison introduced a new range of pressure-sensitive label materials for the craft beer market at BrewExpo America 2013 in Washington, D.C. The portfolio features 10 pressure-sensitive facestocks and four adhesives that allow unique label shapes to be created and the use of dynamic printing and finishing techniques.

The portfolio’s materials include paper and film facestocks that meet market demand for wet-strength and sustainable items. These options allow brand owners to obtain their desired look, be it with clear film or a paper-faced material.

Five of the portfolio’s facestocks are paired with Avery Dennison’s new Z3338 emulsion adhesive, which enables craft beer producers to secure pressure-sensitive label materials on surfaces with heavy condensation. Compared to adhesives currently used with beer-bottle labels, Z3338 provides in-line, wet-applied label positioning that improves operational efficiencies, including ease of setup and cleanup, reduced line downtime, changeover simplicity and less product obsolescence.

“Successful marketers drive consumer preference by differentiating their brand packaging, which is very important for success in a crowded segment such as craft beer,” says Laura Clark, global director, beer and beverage for Avery Dennison Label and Packaging Materials. “Through their ability to accept multiple printing techniques and accents, pressure-sensitive label materials can help deliver that differentiation allowing brands to create unique, meaningful on-bottle stories that connect with consumers.”

To maximize the advantages of pressure-sensitive labeling, Avery Dennison offers brand owners technical expertise and package prototyping assistance.

4 April 2013 - Felicity Murray