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Jim Beam first with new wood veneer PS label

Multi Packaging Solutions, New York, has made a breakthrough in pressure sensitive labels with the launch of a genuine wood veneer finish.

Under development for over 12 months, the new wood veneer labels debut with the launch of Jim Beam’s Limited Edition American Stillhouse Clermont Kentucky Bourbon Whiskey.  This seven-year-old Kentucky Straight Bourbon, has an SRP ofUS $39.99/75cl and each bottle is numbered and signed by Fred Noe, the distillery's seventh generation master distiller. It is only available at the Jim Beam American Stillhouse.

Made from cherry veneer and digitally printed at Multi Packaging Solutions’ facility in Lansing, MI, the labels evoke the barrels in which the bourbon is aged. 

“The prospect of making a label that would be a genuine wood material as opposed to a faux wood appearance has been of interest to us for quite some time,”  commented Shawn Nevitt, printed packaging manager for Jim Beam. “The barrel aging process is so special and unique to bourbon making that a veneer label just seems to fit and MPS did a great job working with our R&D team on testing and matching our performance specifications.”

“When Jim Beam asked us to explore the possibility of a pressure sensitive label made from wood veneer, we were excited to take on the challenge,” says Erin Willigan, VP marketing for Multi Packaging Solutions. “Working with our developmental partners, our innovation team was able to achieve the aesthetic qualities and performance criteria Jim Beam was looking for.”

The wood veneer labels are manufactured using a hardwood veneer backed with a thin film.  Wood veneer is an ideal face stock material for labels and can accept a variety of pressure sensitive adhesives. Available in rolls and sheets, the labels can be applied to a variety of surfaces, including glass, plastic, metal and rigid containers.  The wood veneers can also be laminated directly to paper, paperboard, or film, allowing for a wide range of uses in folding cartons and marketing promotions.

Multi Packaging Solutions has 16 manufacturing locations in the US and Europe. 


8 August 2013 - Felicity Murray