Wine labeling | 65Label developed by Vollherbst for German wine brand Herz über There is an increasing number of brands adopting Kopf, designed for a young target group that values lifestyle unique papers that help set them apart from competition“Over the past ten years it has been diffcult to stand out on the shelf, which has increased decorative effects such as foil embossing and technologies such as QR codes and augmented reality”Unfortunately, brands often push for innovative solutions without a ‘Generally speaking, however, we perceive the wine category to soul, not just in the wine and spirits sector.’ be too traditional to be infuenced by such trends. Trendy packaging Digital printing is emerging as a key enabler of consumer is not something that most wine consumers want, and we saw interaction. ‘With digital printing, brands can use their packaging as many great, progressive and trendy packaging concepts fail – simply a platform for storytelling, which evolves from a mere marketing because consumers don’t understand or expect them on wine.prospective to a sharp brand position,’ says Massimiliano Martino, ‘This is especially true in more traditional consumer markets chief technology offcer at All4Labels Group. ‘Use storytelling to like Germany, Switzerland or France. Here, you rather see mid to supercharge wine and spirits is enhanced by digital transformation.’ long-term developments that come into the game and stay for ‘Interactive labels present an excellent opportunity for several years, like the use of uncoated materials or more colorful winemakers to connect directly with consumers, particularly if done yet highly refned color foil fnishes. Color-changing varnishes as part of a strategic campaign rather than just for the novelty that show ideal wine drinking temperature is something that has factor,’ adds MCC’s Knopka. ‘Offering access to unique content can also worked well recently as it is easy to understand and delivers help build brand relationships and encourage loyalty, particularly for practical benefts to consumers.’international markets.’ ‘There are an increasing number of brands that are adopting MCC says that there will be greater use of interactive more unique papers that help set them apart,’ adds Avery technologies in wine packaging as wineries seek to connect with Dennison’s Marzette. ‘They are using glossy papers like we have in their customers and drive repeat purchases more intimately. our luminous collection in addition to papers with tactile fnishes ‘There have been great recent examples of this. The 19 Crimes like you would fnd in our sensorial collection.’line-up [see boxout] does a very nice job using augmented reality Vollherbst sees sustainability as another important development (AR). We’re getting more and more inquiries around near-feld for wine labels. The company pioneered craftLabel, a method of communication (NFC) technology. This technology physically adding natural resources like soil or sand into a label, offering wine implants an antenna in the label. When a smartphone comes into producers the potential to tell the true brand story and bring it range of the label, the phone takes the consumer to a brand web closer to consumers. page where more information about the wine is presented or ‘Winery owners and brand owners increasingly recognize the promotions offered,’ comments MCC’s Hudson. importance of utilizing sustainable packaging for their wines. ‘Not only using labels to make the brand story come to life They are requesting label materials with post-consumer waste with the use of NFC, but also the ability to track orders, validate and seeking assistance in recovering liner materials once bottling varietals using blockchain technology,’ adds Avery Dennison’s is complete,’ agrees MCC’s Hudson. ‘We are also seeing our Marzette. ‘Blockchain helps build transparency and trust between customers request ways to reduce the number of materials used. the producer and the end consumer.’ We help them by suggesting smaller label sizes in ways that do not German converter Vollherbst believes that cool technologies negatively impact the brand image. This also saves money.’like augmented reality will have only a limited infuence on wine Sustainable materials are becoming more popular as consumers marketing, despite their enormous potential. demand sustainability from brands.Says Matthias Vollherbst, ‘Fancy animations attract interest ‘There has been an increase in requests for materials that are from new consumer groups who may fnd wine too traditional. FSC, recyclable or made from organic materials that are sourced Interactive menus can foster interaction between consumers and in a responsible manner. Avery Dennison has met these needs with wine brands. Sounds, real voices and videos can increase credibility sustainable options that have 30 to 100 percent recycled content in and give consumers a face to the anonymous product. addition to including material made from cotton, citrus, hemp and Apr - Jun 2022