From September 12 to 16, 2022, Munich, Germany will bring together beverage industry experts from all over the globe for Drinktec, a trade show for the beverage industry. MCC (Multi-Color Corp.) will be at the event and will launch The Label Lab, where MCC experts will take visitors on a deep dive into the latest developments and innovations in beverage labeling.

“We’re delighted to have the opportunity to welcome back customers from all over the world to our booth at Drinktec,” says Joerg Waldorf, executive vice president of global sales at MCC. “We will be demonstrating products across every label solution for both the beverage and wine & spirits markets. This year, our label & sustainability experts will hold seminars for visitors to get an in-depth insight into the latest advances in key topics such as sustainability, premiumization and smart packaging.”

A strong focus will be placed on sustainable label solutions including everything from recyclable PSL to floatable shrink sleeves and wash-off labels for returnable bottles. MCC’s sustainability director, Stijn Billiet, will be hosting focused seminars and interactive discussion on sustainability and what is important to brand owners.

“Sustainability is a key topic in the beverage industry as many of our global customers are adapting to meet aggressive sustainability goals through packaging conversion. We have developed label options for all types of packaging and we’re excited to share our latest technology at drinktec,” says Billiet.

Premiumization will also be emphaszied. MCC will display a variety of interactive options for packaging that includes functional inks that react to UV/sunlight, black lights, heat/cold, etc. “We see customers utilizing these for promotional products and high-engagement campaigns, and we believe drinktec is a great opportunity to inspire through hands-on learning. Imagine pulling the end of that ribbon to create a beautiful bow, running your fingers along a real wood surface or taking your beer into the sunlight to reveal a hidden message. We’ll be showcasing inspiring examples of how labels can appeal to all of the senses using unique inks and materials,” the company says.