Alcoholic beverages feature labels that are as critical as any end-use market. The label can make or break a purchase for countless consumers. Therefore, brands are ramping up innovation to find success in the popular beer, wine, and spirits segments.

According to Vanita Marzette, senior product manager, Specialty, Avery Dennison, premiumization is paramount for elevating the quality and craftsmanship of beer, wine, and spirits labels. In many cases, the consumer will pay more for a product that has a premium label. This conveys quality.

“Brands have a small window to capture consumers’ attention, and label design is crucial in telling their story,” says Marzette. “From showcasing heritage and regional symbols to bold, modern designs with eye-catching details, labels set products apart. Consumers are increasingly willing to pay more for premium, high-quality, unique products. Labels now reflect this trend, emphasizing superior taste, innovative flavors, sustainability, and elegant presentation.”

Avery Dennison targets several key elements when exploring premium label design. High-quality materials exude luxury, and the company’s facestocks allow brands to stand out on shelves. Textured materials provide for a tactile experience, like expanded sensorial collections. Meanwhile, embossing can highlight patterns or key details, and spot varnishing can emphasize specific design features. Foiling (hot or cold) can be used to deliver shimmer and visual impact at the shelf.

A sustainable story

Not only must the labels look good, they are required to include sustainable features. Avery Dennison has prioritized recycled materials (30%-100% post-consumer waste), as well as organic, renewable resources like cotton, barley and stone. Avery Dennison has also engineered materials like 60# Estate No. 14, which is made from 100% post-consumer waste with 90% rPET liners. Recycled content liners can be utilized for added environmental benefits. 

“Sustainability is now central to label design as brands embrace eco-friendly practices,” says Marzette. “Avery Dennison is also mindful of consumption and shifting preferences. Labels are adapting to changing consumer habits, including mindful consumption and the rise of low/no-alcohol (LNA) products. Key trends reflect these new preferences.”

Avery Dennison has constructed its portfolio with several new facestocks to meet demand. The addition of 30% PCW Estate 8, Estate 17 Martele, and Bright White Felt means the Portfolio now offers 13 facestocks with PCW content. Additionally, Avery Dennison boasts a new 90% rPET liner. Meanwhile, more than 98% of label materials in the Portfolio now meet the Avery Dennison Sustainable Advantage standards.

Material differences

There are notable differences in these materials versus their counterparts – both in alcohol and elsewhere. For example, wine label materials must stand up to the ice bucket test. Therefore, Avery Dennison offers a range of adhesives that are formulated to work well in ice buckets and heavy condensation environments.

According to Marzette, in the spirits and craft beer segments, film materials are more commonly used. Clear films, for instance, create a sleek “no label” look and adapt well to uniquely shaped containers. While spirits labels don’t typically face the same environmental demands as wine labels, such as exposure to ice buckets or refrigerators, specific products – like vodka – may still need materials that can withstand freezer conditions.

“Spirits labels use vibrant colors and bold designs to reflect adventurous flavors, while wine labels focus on tradition and sophistication, showcasing heritage and craftsmanship with elegant calligraphy and subtle details,” remarks Marzette. “Both aim to convey luxury and quality in their own unique styles.

Avery Dennison has optimized materials to meet demand in each application. “Our materials cater to wine, spirits, and craft beer, reflecting the growing trends of premiumization and sustainability across these segments,” adds Marzette. “We are also observing increased interest in unique, textured facestocks that work seamlessly across categories. These materials not only enhance aesthetics but also offer practical benefits, such as durability against ice buckets and condensation. This is a critical requirement for wine labels.”

New products

This year, Avery Dennison has launched three new facestocks, as well as a 90% rPET liner.

Cambric is a sophisticated 60# uncoated paper with the timeless look of a soft cambric shirt. Its versatility and printability make it an excellent choice for wine, spirits, craft, candles, and cosmetics. It’s the perfect blend of elegance and functionality.

Plus, Tramado Blanco is a premium white textured uncoated paper that offers a refined, handmade aesthetic. Its tactile appeal and outstanding print quality make it ideal for wine and spirits, providing brands with a unique yet polished finish.

Finally, Silver Alloyis a premium embossable laminated foil that delivers precise two- or three-dimensional embossing, enhanced by an acrylic topcoat for superior printability. With a silver backside, it’s perfect for high-impact designs in wine, spirits, and premium packaging applications.

“To remain competitive and drive innovation, we prioritize a deep understanding of our customers and the market, sharing these valuable insights with our R&D team,” explains Marzette. “By actively engaging with customers, end users, brands, and designers, we stay connected to evolving preferences and industry trends. Our focus includes shifts in design aesthetics, sustainability demands, and performance expectations. Additionally, we analyze how brands connect with their audiences and adapt to generational changes, using these insights to shape our strategies and product roadmaps.”

In general, Avery Dennison has developed a wide variety of coated and uncoated materials featuring wet-strength protection. The collections include the Sensorial collection, featuring new Brushtroke, Houndstooth and Willow textured facestocks with 30% PCW content. The Black collection, meanwhile, features Laid Epic Black and Night Skye facestocks. The Luminous Collection includes labels that glitter, sparkle and shine to stand out on the shelf, too.