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Original Liqueurs offer personalised labels

The Wiltshire Liqueur Company is marrying its Original Liqueurs range with a bespoke approach to labelling and design, offering drinks including its Damson Vodka and Sloe Gin, with personalised labels. Using fruits such as blood oranges from Mount Etna and taking inspiration from English designer William Morris and Czech painter Alphonse Mucha, the brand lives by its 'original' mantra.

Tiffinie Pride, director of The Wiltshire Liqueur Company says: We have set out to transform the way we think about liqueurs, encouraging new and experimental ideas about how to mix and cook with them."

Part of this transformation has involved using a new printer, the LX900e colour label from Primera, allowing Original Liqueurs to produce personalised labels at no extra cost to the consumer and with no minimum order requirements or set-up costs.

Pride, who worked in freelance marketing before running the company, knew the potential of bespoke labelling and targets the gift market, personalising bottles with names or special messages on request.

The potential to personalise labels has set Pride's business apart, with around 85% of its customers requesting a personalised label. The Primera printer means the company can keep this service in-house. Pride says: "During the Christmas season – our busiest – we produce between 100 and 150 labels a day. And without the LX printers we would not be able to offer our personalised labelling service. We dispatch within 24 hours of accepting an order. I love the fact that the labels never slip so you can set a large print run and leave it running. It is also fairly fast and always accurate."

Primera's LX-Series utilises high-resolution inkjet technology to print labels for products, boxes and packaging. Printed labels can include photos, graphics, illustrations, text and high-resolution linear or two-dimensional bar codes. Included with every Color Label Printer are two label design software applications: Bartender UltraLite and NiceLabel SE Primera Edition. Those applications offer features such as modified templates, variable data and any barcode type. However any other preferred design program can be used to print labels directly from the application.

Drinks producers can keep costs down with the series, as the LX900e has individual inks for cyan, magenta, yellow and black, meaning only one ink requires replacing. The software, Primera Imaging Perfection, delivers sharp text, graphics and photo-realistic printing, so the quality of production is guaranteed. The printer can also run with special pigment inks, offering stability against water, chemicals, abrasion and exposure to UV light, suggesting benefits for the on-trade market.

23 September 2016 - Sam Coyne The Drinks Report, editorial assistant