82 | All4Labels MexicoMotherland key to wine and spirits strategyA key pillar of All4Labels’ strategy in the wine and spirits market is its Motherland campaign, a showcase of its premium printing and embellishment capabilities around the globe, which was launched last year. Motherland features labels designed for wines and spirits from various L-R: Cristina Prado, key account manager; chief procurement ofcer Daniele Fraschetti; Horacio countries where All4Labels has a Guerreiro, commercial director; chief sales ofcer Guido Iannone (on screen); L&L editor Chelsea McDougall; L&L contributor James Quirk; Sandy Almirall, North America region presidentmanufacturing operation: Argentina, China, France, Germany, Italy, Mexico, Russia, and South Africa. Created “The export market for tequila is booming”alongside the company’s new packaging design division, All4Graphics, each label seeks to embody the traditions of the region of origin while also highlighting All4Labels’ technical capabilities through premium embellishments and interactive technology. These include its proprietary Starshine metallic embellishment, and smart technology such as traceability and QR codes that link to personalized voice messages to enhance the consumer experience. ‘Motherland is more than a marketing journey,’ explains Cristina Prado, key account manager. ‘It shows that we understand the unique characteristics of different beverages and their heritage. It demonstrates all the different technologies that can be used and emphasizes that each All4Labels site has these capabilities.’All4Labels’ new facility in Mexico is 12,000 sqminexorable rise with growth of 23 percent Equipment being installed this year the fastest-growing segment, according to in 2022 compared to the previous year, includes a gravure press which has a web Almirall.according to the Mexican Association of width of 1,050mm and can run at speeds of The majority of All4Labels Mexico’s Online Sales. Online sales are now treble up to 300m/min; three fexo presses – two customers are international brands with what they were in 2019. new and one transferred from All4Labels’ operations in Mexico, the United States Certain end-user sectors are also showing site in Hamburg, Germany; and an HP and Central America. ‘Production exported strong potential. Iannone cites the wine and Indigo 6600 digital press with an off-line to the United States is rising due to the spirits market as a ‘key focus for growth’ AB Graphic Omega converting system. nearshoring trend,’ says Almirall. ‘The for the company. Both are performing well Further investment is going into export market for tequila is also booming in Mexico: a burgeoning local wine market pre-press equipment and two ink mixing as it positions itself as a premium product is providing opportunities for converters, labs, one each for fexo and gravure inks. and with the Hispanic population in the US while the export market in tequila is New offces are also being constructed growing. It is soaring in popularity.’‘booming’ thanks to rising demand from within the facility. Alongside the new facility and the US, where it is increasingly being seen The fve new printing lines, focused on equipment, Almirall is also rapidly as a premium product thanks to celebrity pressure-sensitive labels and shrink sleeves, expanding his team. endorsements. will treble production capacity at the site, With 150 employees currently, the aim according to Almirall, while space remains is to reach 200 later this year and some Rapid expansion for further press installations in the future. 220 to 250 in 2024. A further phase of It is against this backdrop that All4Labels The new equipment joins an array expansion may come next year, with the is rapidly expanding its business in Mexico, of existing printing options, including company considering the purchase of a a task entrusted to North America region machines that offer fexo, offset, gravure, neighboring facility. ‘We are looking at president Sandy Almirall. With phase one silkscreen, hot foil, cold foil, embossing, expanding this site in the next 12 months,’ – the move to the new 12,000 sqm factory, relam/delam and reverse printing confrms Almirall, ‘possibly into the more than double the size of its previous capabilities, as well as advanced converting adjacent building.’site – complete, the next stage of the systems.expansion was well underway at the time Homecare and personal care are For more information, of L&L’s visit the day before the inaugural All4Labels Mexico’s largest end-user visit all4labels.com Labelexpo Mexico show in late April. markets, with beverages (mainly spirits) labelsandlabeling.com