The wine labeling market continues to evolve. While many popular names rely on their tradition, the newest players look to the label to stand out in a sea of bottles. For many consumers, the label will play the biggest role in wine selection.

Therefore, substrates suppliers are tasked with delivering cutting-edge materials that can answer demand for what resonates with shoppers.

“Special effects for wine materials can get pretty extreme. It comes down to finding the right effect for the brand,” states Vanita Marzette, senior product manager, Wine and Spirits, Avery Dennison Label and Packaging Materials. “The special effects can enhance the brand when used correctly. Our new materials have subtle textures and embossing capabilities that will work well and elevate nearly any brand that uses them.”

The growth is evident in this market. According to AWA Alexander Watson Associates, the figures match the optimism. Wine labels have seen an annual growth rate of 2.4% for the period of 2019-2022, and global label volume growth estimates have increased from 2013-2015 levels. AWA, in its “AWAreness Report Global Wine Label Market 2020,” estimated the global market for wine labels at 688 million square meters as of 2019.

Premiumization continues to trend, as consumers seek wines that convey luxury and prestige. To provide that look, the newest facestocks can help converters produce labels that stand out on the shelf. Thicker, more textured facestocks help produce these desired effects. For Avery Dennison, this comes in the form of its expanded sensorial collection.

Engagement continues to resonate, as well, and this can occur through intelligent and interactive labels. For example, a smart label can provide insight into when and where the grapes were harvested, or perhaps a recipe for sangria.

“We believe the marriage of function and shelf appeal is crucial,” explains Marzette. “Choosing a sustainable and luxurious paper that stands out is great, but it also needs to perform and stand up to the environments it might be in.

“Aside from a visual difference, a tactile experience delivers another layer of interactivity with the consumer,” adds Marzette. “Our textured materials provide a beautiful canvas as well as a tactile experience.”

Like many other products, the wine label must endure a wide range of conditions, specifically involving moisture. For example, if an open bottle of wine is chilled in an ice bath, the label must withstand the elements.

Sustainability is also a major driver in the wine labeling space, notes Marzette. Both the brands and converters are seeking sustainable label materials or materials made from organic ingredients. Not only are labels becoming more sustainable, but brands are looking at the sustainability profile of the overall packaging. Does it feature recycled glass, paper or other beneficial attributes, in addition to boxes and other formats.

“Due to changing regulations and consumers demanding that the brands they buy are kinder to the environment and sustainable, we see the demand for label materials with recycled content or labels that enable recycling,” says Marzette. “There has also been a rise in requests for Post Consumer/Industrial waste material, and organic and compostable materials. Recycling has increased and this has led to technology that allows the materials to remove cleanly during the recycling process.”