Avery Dennison has announced the release of its new Neck Label Collection, which has been designed for the drinks industry and addressing the common problem of “neck label detachment.”

The range is available now across the wine, spirits and beer industries in Europe and is specifically aimed at premium products that are often chilled in ice buckets such as champagne, prosecco, spumante, and cava.

The issue of neck label detachment – when a label around a curved surface such as a neck bottle wrinkles, cups or falls off entirely – is one the industry has been trying to solve for decades. There are many factors that can lead to neck label detachment, which Avery Dennison has addressed through its new collection. For instance, the way paper is manufactured can cause something called “memory effect,” which is when paper labels that are applied to curved surfaces, like bottle necks, tend to return to their original flat shape, increasing the risk of detachment. Inappropriate or insufficient adhesives can be another cause, which is why label designers and manufacturers must select a high performing adhesive suited to neck label applications. So commonplace are these issues that some brands have chosen to avoid the neck label altogether in favor of neck-label-less bottle designs.

However, brands seeking aesthetically pleasing and high-performing neck labels need to look no further than the new Avery Dennison Neck Label Collection. The collection is the result of two years of product development, comprising extensive trials with some of the most prestigious champagne brands. The release lies in Avery Dennison’s high-performing adhesives that allow the same paper grammage to be used for both the front label and neck label. This provides premium brands with the consistent and elegant aesthetic they are looking for alongside the reassurance of label-attachment – even when the product comes into contact with water, ice and the condensation caused by the temperature fluctuation in and out of the fridge.

Why does this matter? Bottle neck labels provide brands with a valuable asset – more design space. The space can be used to improve brand recognition, showcase logos and emblems and in some cases provide valuable product information. Furthermore, it’s the only element of a bottle that is visible when immersed in a bucket and becomes the brand ambassador when not on the table improving a product’s visual appeal and brand recall with consumers.

Vladimir Tyulpin, Avery Dennison’s Premium Solutions segment leader, says, “Every once in a while you come across a truly game-changing innovation for the label and packaging industry – and this is it. The world of premium drinks, particularly sparkling wines, is one where every detail matters. Having a neck label that can showcase your brand ensures greater consumer appeal and product stand out on shelf, making it impossible to substitute your brand with any other. We have spent several years testing and advancing this collection and our team of experts is looking forward to helping brands to elevate their packaging appeal.”

The Avery Dennison Neck Label Collection includes more than 20 different varieties, giving brand owners and designers a choice of the perfect material for their packaging needs. The collection includes materials that are made from 100% recycled pulp and some feature an AD rPET liner which can be recycled and reused via the AD Circular program.