Brands are focused on engaging with consumers now more than ever, and this trend has been quite evident in the wine label market. Wines are often purchased based on the quality of the label and how it resonates with the shoppers at the point-of-purchase. The key to wine labeling is standing out from the crowd.

Wine brands – ranging from the largest companies to the smallest family vineyards – must engage with their customers to see long-lasting success.

“Successful and effective wine labels stand out on the shelf and create an emotional connection between the consumer and the brand,” explains Adam Frey, VP Converter Direct, Wausau Coated Products. “One of the best ways to create that connection is through appealing to as many human senses as possible. Between the brand story, material choices, and the skills and knowledge of your printer, you can bring labels to life for the consumer and lead to a purchase.”

“Shelf appeal is a crucial aspect of an effective wine label,” adds Vanita Marzette, senior product manager, Specialty, Avery Dennison. “Brands know that they have a small window of time to catch consumers’ attention. To stand out on a crowded shelf, a wine label needs to be visually appealing and attention-grabbing. This can be achieved through a combination of factors, including eye-catching designs, clear communication, quality signaling and more.”

Wine labeling continues to be one of the most impactful segments for consumers, along with food and general beverage. According to the most recent research from AWA Alexander Watson Associates, pressure sensitive materials account for 79% of the global wine label market. Meanwhile, glue-applied labeling makes up 18% of the global market, while shrink sleeves have seen market penetration of 3%. AWA notes that the vast majority of wine labels are printed on paper substrates, as they account for 88% of global wine labels. Films, on the other hand, account for just 12% of wine labels.

As with any end-use segment, knowing your target audience is critical. “The design of the label should be tailored to the target audience,” remarks Marzette. “For example, a wine aimed at a younger demographic might have a more modern and playful design, while a wine aimed at a more sophisticated audience might have a more classic and elegant design.

“The overall quality of the label should reflect the perceived quality of the wine,” adds Marzette. “High-quality materials and printing techniques can convey a sense of luxury and craftsmanship. By considering these factors, winemakers can create labels that not only look great but also effectively communicate their brand and attract their
target audience.”

Color is another crucial aspect of a wine label, and consistency plays a major role in assuring the consumer of brand integrity and product quality. “To support this, at Edale, we are striving to achieve FOGRA 39L print standard quality to ensure high-quality and repeatable printing – a must for brands in today’s market when vying for consumer attention,” notes Maggie Reed, US sales manager, Edale, a Canon company. “Whether it is reproducing complex colors and graphics or achieving a more simple, minimalist look – achieving top notch print quality in the premium wine label sector is key.”

While there will always be an emphasis on aesthetics, durability is another important consideration. “Seeing as wine bottles are shipped all over the world and are kept in storage for several years as standard, the first priority of a label should be durability,” states Mauro Lerner, general manager, LATAM Graphic & Label Materials, Beontag.

From a production standpoint, the substrate is critical in executing an effective wine label. There are several materials currently trending in this space, too. “The trends that we are seeing today for materials are anything and everything to look different,” remarks Frey. “Exotic papers or synthetics made with alternative fibers like cotton, hemp, or bagasse are popular. Thicker, more tactile products are on the rise and continue to gain in popularity. Sustainability has moved from a ‘nice to have’ to a ‘need to have’ component in a wine label, as well.”

“Lately I’ve seen an increased desire for black core-dyed papers – meaning they don’t have any white edges, neck labels that add branding from a different visual perspective of the bottle, and a huge interest in cotton stocks that add a premium feel to the label,” adds Lauren Beck, key accounts manager, wine market specialist, Fedrigoni Self-Adhesives.

Metallized film materials offer a stunning aesthetic appeal that beverage makers are adopting to set their products apart on the shelves. “Embossing shows a pattern that makes the brand look distinctive or brings out the shape of design elements,” states Marzette. “Spot varnishing also helps spotlight certain design elements. Meanwhile, foiling – both  hot or cold foiling – adds detail and shimmer.”

The shape of the bottle also plays a big role in the crucial element of design. While other end-use segments often see various packaging shapes and sizes, the wine bottle is a vessel that rarely changes.

“A wine bottle has a pretty typical shape based on varietal, so in order to set yourself apart you need something eye catching and different,” comments Beck. “Being different in your label could be through the use of color, textures, shapes, and dielines. The paper is your canvas to design on, so starting off with something beautiful can enhance the visual effects of the product. You could use a core-dyed paper to give you that pop of color or even an embossed paper to give you
that texture.”

According to Beontag, there has been a noticeable shift to filmic liners in this space. “For this segment, what we have seen recently are additional requests related to the replacement of paper liners with PET liners, which are made from polyester and are significantly thinner than paper,” says Lerner. “The increasing popularity of this type of label is due to its potential for higher speeds in labeling machines.”

Sustainability has also become a key component of not only the wine label but also the brand’s story. “Whether it is post-consumer waste recycled content, FSC certification, wash-off adhesives, or a 90% recycled PET liner, we are designing sustainability into the wine label materials we sell any chance we can,” states Frey.

“In the wine label industry, sustainability is becoming increasingly important,” adds Marzette. “Many companies, like Avery Dennison, focus on label materials that promote circularity and contribute to a more sustainable future. As regulations change and consumers demand eco-friendly and sustainable products, there is a growing demand for wine labels made with recycled content or labels that facilitate recycling.”

Meanwhile, Beontag has established an ESG strategy to expand the company’s business in the sustainable products segment, where the company has a goal of 85% of its products being classified as sustainable in its annual sales by the year 2030. “So far, 85% of our graphic and labels portfolio consists of sustainable products, including our grass-based wine labels range,” notes Lerner.

As a label press manufacturer, Edale has seen an increasing interest in label printing solutions that can handle alternative sustainable substrates, such as uncoated papers and textured labelstocks, while still maintaining the high-quality print and embellishment that brands require. 

“With consumer preferences driving a trend toward product sustainability, this presents opportunities for brands to marry luxury with sustainability when it comes to wine labeling,” says Reed. “Brands exploring alternative label materials to reduce environmental impact presents a challenge for label converters to manage muti-material printing. Ultimately, converters need a press with the capability to print on a wide range of substrates.”

Beverage differentiation

While alcoholic beverages span wine, beer, and spirits, each category has its own nuances.

“Each of these markets have different performance requirements, as well as visual interests,” says Fedrigoni’s Beck. “In the wine industry, it’s incredibly important that labels can perform in an ice bucket or in the refrigerator. Wine tends to go after the sophisticated drinker, so clean-looking labels and more premium but simple finishes are frequently used. For spirits, it’s all about emotion, exclusivity, and age. Labels tend to be filled with lots of embossing, foils, and darker colors representing age and authenticity. Beer is more playful and full of energy, so labels tend to be simple in finish but with really unique and fun designs.”

Moreso than in any other segment, the label can often lead to a purchase. “I think the biggest difference is the way the consumer interacts with wine,” says Wausau Coated Products’ Frey. “Most consumers when shopping for wine make purchasing decisions based on the label. Because of this, wine labels have to always be thoughtfully executed and everything that goes into producing the label has to be done with the end consumer in mind. Regional identity and premium perception also separate wine labeling from other beverage labeling.”

The consumer will also vary by end-use segment. The person purchasing a wine might be vastly different from a beer consumer searching for the latest IPA. Therefore, the labels will differ in design and texture.

“The facestock in wine labels tends to be of a higher sophistication, with differentiated finishes and other effects,” states Beontag’s Lerner. “The look of a wine label is extremely important and plays a role in its competitiveness on the shelf. Higher quality printing enables more elaborate impressions, higher quality imagery, and more ambitious designs.”

Overcoming challenges

Given the complexity and competition present in wine labeling, there are several notable trends for suppliers, converters, and brand owners to take into account. 

Label design is paramount in this segment.“The level of detail printers and converters have when making wine labels is incredible,” notes Wausau Coated Products’ Frey. “They are some of the most skilled people in the label and packaging industry. The detail, registration, print quality, and performance of the label in varying conditions all need to be on point to meet the expectations of a great wine label.”

Of course, wine labels must also withstand the elements – like an ice bucket, for example. Even the sharpest label will be rendered ineffective if consumers form a negative brand association. 

There is also a level of customization that must be adhered to. “The biggest challenge is to have the facestock suitable for each customer’s needs,” explains Beontag’s Lerner. “There is a large portfolio of materials with different textures and colors, so having the skills and knowledge to make the right selection for any line is a challenge. 

“Additionally, adhesive plays a significant role due to its importance in the labeling process, as well as the long storage durations for wine,” adds Lerner.

Newest materials

Given the popularity of the wine label market, suppliers have invested significantly in R&D to develop new materials for wine applications. Avery Dennison features facestocks that offer wet-strength properties to ensure they hold up to ice bucket and cold box exposure. Thicker facestocks (60#, 70#, 80#) are often used for improved diecutting and embossing. 

“We have sustainable options to support brand owners’ sustainability initiatives,” says Marzette. “We have products featuring materials with 30-100% Post Consumer Waste (PCW), as well as organic/renewable materials such as cotton, hemp, barley, and stone.”  

Beontag has engineered the “Martelé,” a front paper that is widely used and highly sought after in the wine market due to its patterning. This type of embossed paper provides a special texture, giving sophistication and differentiation to wine labels. 

“For the development of the frontal, it is necessary that it has a texture similar to what’s established in the market and opacity capable of ensuring that there is no transparency when subjected to humidity, as well as ice bucket and wet-strength properties that resist humidity,” states Beontag’s Lerner.

From a press standpoint, Edale understands the need for print quality and color consistency, added value embellishment options, and that wine label printers increasingly require the capability to print on
different substrates. 

“With our FL3 flexographic label press, Edale offers a powerful solution for brands aiming to premiumize their wine labels through embellishments and high-quality multi-material substrates, all while maintaining cost efficiency and sustainability,” says Edale’s Reed. “Our high automation and tight registration tolerances allow label manufacturers to meet the expected print quality standards and bring everything inline – printing, foiling, embossing, reverse print, diecutting, stripping, etc. Edale’s goal for all our presses, whether for labels or folding cartons, is to provide solutions that will result in a finished product at the end of a single pass.”

Fedrigoni Self-Adhesives provides premium and sustainable label materials suitable for wine and spirits. “We offer alternatives to the common papers on the market, but we also offer a broad range of unique and beautiful papers that will enhance the perceived value of the bottle of wine using them,” says
Fedrigoni’s Beck.

Finally, Wausau Coated Products’ offers several portfolios and product ranges designed to meet demand in this market. According to the company, it can guide customers on
their journey.

“In terms of what we offer, the options are near endless,” says Frey. “We like to say, come to us with your ‘what if’ dream for a wine label, and we will do our best to create it.”

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SPONSORED CONTENT

Fedrigoni Self-Adhesives: Your Partner for Premium Wine Labels

Fedrigoni Self-Adhesives has long been a trusted name in the wine industry, offering premium label materials that combine beauty, durability, and innovation. As we look to 2025, we are proud to announce the expansion of our North American wine portfolio, including an array of new materials designed to meet the unique needs of the wine and spirits market.

This expanded portfolio features a variety of textured, core dyed black, sustainable, neck label solutions, and more, all engineered to enhance a label’s
shelf presence. 

Our labels not only look stunning but also perform impeccably under demanding conditions such as refrigeration, ice buckets, and fluctuating temperatures. From ultra-rich black core-dyed papers to sustainable, alternative fibers, our materials help brands stand out while addressing evolving market trends.

To support your vision, we’ve launched a new North American swatch book to inspire your next label design and streamline the decision-making process. With shorter lead times and no-trim options, Fedrigoni ensures efficiency without compromising quality.

Whether creating a bold, luxurious label or seeking sustainable solutions, Fedrigoni Self-Adhesives provides the perfect canvas to elevate your wine and spirits brand. 

Explore our offerings and discover how we can help you craft labels that captivate consumers and tell your story of quality and craftsmanship.

Find the perfect material for your wine project: https://pages.fedrigoni.com/North-American-Wine–Spirits-Portfolio