With an increasing focus on health and wellness, the wine industry is experiencing a slowdown. Currently, more consumers are choosing health-conscious alternatives, headlined by non-alcoholic beverages.

Therefore, wine brands have several goals to stand out and make an impact with their customers. The materials are paramount in future success.

“Tactile elements continue to gain momentum in wine label design,” explains Jarod Hernandez, product manager, Wine, Spirits, and Craft Beverage Label Solutions, UPM Adhesive Materials, Americas. “Embossing and debossing are being used more frequently as brands look for ways to stand out on-shelf and convey quality and craftsmanship. These details create a more engaging consumer experience and support premium positioning.”

Strategy is key moving forward, as well. With fewer consumers currently seeking wine, meeting demand for the existing shoppers will define success for wineries and brands.

“While overall growth has softened, this has pushed wineries to think more strategically about their portfolios and how they connect with consumers,” says Hernandez. “Many are refining their offerings and focusing on approachability and clarity. The rise of low and non-alcoholic wines is a good example, allowing consumers to engage with the wine experience while aligning with changing lifestyle priorities.”

Material selection

Labels have often served as the key attribute in selling the wine. In many cases, the label sways consumers when choosing from countless options on a crowded shelf. Brands will select the label and container carefully, as those will factor in consumer purchasing habits.

For example, glass bottles continue to dominate the wine category, especially for premium and established brands.

“That said, cans and smaller format packaging are beginning to influence how consumers interact with wine, particularly in more casual settings,” notes Hernandez. “Cans offer convenience and flexibility, making it easier for consumers to enjoy wine without opening a full bottle. As these formats grow, wineries are placing greater emphasis on label materials that can carry brand identity and storytelling across multiple substrates. Maintaining consistency across glass and alternative formats has become increasingly important.”

When choosing a label material, the environment in which it will function is critical. Environmental conditions will make an impact. This is especially true for white wines and products that are chilled, refrigerated, or placed in ice buckets.

“These applications require label materials that can withstand moisture and temperature changes without losing performance or visual appeal,” remarks Hernandez. “Materials with wet strength additives and welded constructions are increasingly common in these environments. In terms of appearance, bright white and subtly textured materials continue to trend. Whether through felt or laid papers, or through embossing and debossing, these materials help elevate shelf presence and draw consumers in.”

According to UPM Adhesive Materials, cold and wet conditions are among the biggest challenges for wine labels. Standard paper materials often struggle to maintain integrity in these environments, leading to lifting, tearing, or visual degradation.

“These challenges are addressed through the use of materials designed for moisture resistance, including wet strength and welded options,” adds Hernandez. “Adhesive selection is equally important. High performance adhesives are needed to maintain bond strength in cold and wet conditions. UPM Adhesive Materials RS30 adhesive allows for repositioning during initial application, then builds to a permanent bond, helping reduce errors while ensuring long term performance.”

UPM’s newest offerings

UPM Adhesive Materials offers a broad portfolio designed to meet a wide range of wine labeling needs. For example, suppliers have engineered welded materials for demanding environments. These materials perform well through ice bucket immersion and cold storage.

“Materials with wet strength additives are well suited for everyday wine and spirits applications, providing confidence in both appearance and performance,” comments Hernandez. General material options, including semi-gloss, uncoated matte, lithographic, and cast gloss, provide reliable solutions for entry-level brands or those seeking a clean, straightforward look.”

UPM Adhesive Materials has expanded its Premium Performance portfolio to complement its existing wine and spirits offerings. These materials are designed to deliver strong performance without sacrificing visual quality.

Sustainability remains a core philosophy in this market, too – both for UPM Adhesive Materials and the industry as a whole. Recent additions to UPM’s sustainable materials range include Hipster, made from 100% PCW (post-consumer waste), Biarritz, which combines post-consumer and virgin fiber, and Agavos, which incorporates agave fiber alongside post-consumer content.

“These materials reflect a growing emphasis on responsible packaging without compromising performance,” says Hernandez.

In the future, wash off labels will continue to become increasingly important as wineries explore bottle reuse and circular packaging initiatives. The industry expects to see continued development in this area, especially as sustainability goals evolve.