Redacción Alabrent
Two new paper-based products (‘Rustique Extra White FSC’ and ‘Martelé Extra White FSC’), give designers a new whiter-than-ever shade for wine labelling applications. A new tree-free ‘Pure Cotton’ material is also available, which has been evaluated at 30% higher whiteness when compared with other 100% cotton fibre wine labels on the market today (CIE Whiteness (Dry) – ISO 11475). Pure Cotton has the same printability as paper but the highest level of embossing.Attractive patterns are also included in the range: the new ‘True Linen FSC’ material has a natural and elegant textile finish, and ‘Pampa FSC’ offers a rich and luxurious feel with its micro diamond shape.
Fabien Bourgies, global director Wine & Spirits, said that the new materials offer the technical and aesthetic performance needed to stand out in a crowded market: “With these White Rainbow label materials, Avery Dennison now offers brand owners and designers new opportunities to make their products really leap out from a retail shelf, and communicate a very pronounced brand identity. Retailers know that consumers spend more time looking at wines if the area is softly lit, with a ‘cellar-like’ atmosphere, and the performance of a white label material can be pivotal in these conditions – the right material choice will make a bottle stand out in minimal light levels.”
The new range will be valuable to a large proportion of brand owners: 80% of wine labels are currently white, in no small part because the colour conveys a sense of authenticity and premium quality.
Bourgies said that subtle improvements to materials are important: “Consumers can perceive very small differences between whites, and these products give label designers useful new choices, especially when thinking about communicating a sense of luxury. The extra-white labels offer an exceptional level of contrast, and the two new materials with elegant diamond patterns allow fine printing details to be reproduced with very high accuracy.”