The Art of the Label

In the world of wine, the label on the bottle is more than just a piece of paper; it’s a storyteller, a brand ambassador, and a key factor in the consumer’s purchasing decision. Imagine walking down the wine aisle, where each bottle competes for your attention with its unique design and promise of quality. But what goes into creating these captivating labels?  

The art and science of wine label manufacturing are crucial to the success of any wine brand. At the heart of this process is the ability to listen to stakeholders. Their insights and needs shape the development of innovative, functional, and aesthetically pleasing labels. 

In this article, let’s unpack and explore the secret to exceptional wine labels.

Listening to Stakeholders: The Key to Innovation

The foundation of developing the best wine label first lies in asking the right questions and listening to stakeholders such as graphic designers, printers, wineries, and bottlers. This collaborative approach considers all factors, from runnability and diecutting to functionality and the environment in which the bottle will ultimately exist.

“By working closely with these partners, we can create labels that meet the specific needs of each project,” says Ben Reif, President and CEO of Wausau Coated Products. “This includes pairing unique facestocks with the right adhesives and liners, so the final product is both innovative and functional. Collaboration with our customers makes these labels special, as it allows for a tailored approach that addresses all aspects of the label’s performance.”

Listening to stakeholders is not just about gathering requirements; it’s about understanding their vision and translating it into a tangible product. For instance, a winery might have a specific story they want to tell through their label, and the goal is to bring that story to life. This involves multiple rounds of feedback and iterations, so the final product aligns with the brand’s identity and resonates with the target audience.

Custom Creations: Tailored to Perfection

Creating a unique, custom-engineered label solution is ideal for standing out on the shelf.

“Customers value our ability to listen and collaborate with them throughout the process,” states Adam Frey, VP of Converter Direct at Wausau Coated Products. “Developing a label is not just a straightforward task but a journey towards achieving the best possible product that aligns with their vision.” 

The process involves analyzing, testing, prototyping, and pilot coating sample rolls, ensuring that every step, from ideation to marketing launch, meets the desired specifications. A tailored approach guarantees that each label perfectly represents the brand, enhancing the overall consumer experience.

The journey of creating a custom label begins with understanding the brand’s story and the message they want to convey. This involves detailed discussions with the client to gather insights about their brand values, target audience, and market positioning. Once a clear understanding is achieved, a team of graphic designers creates multiple concepts for the client to review.

After finalizing the design, the testing phase begins. This involves creating prototypes and conducting various tests to ensure that the label meets all functional requirements. For example, the label’s adhesion properties, durability, and resistance to environmental factors, such as moisture and temperature changes, all need to be tested. This rigorous testing process results in a final product that is visually appealing and performs well under different conditions.

Innovation in Action

Hydro Opaque™ and Ever Opaque ® XL, developed by Wausau Coated Products, are prime examples of customized innovation in the wine label industry. These materials are designed to keep wine labels looking pristine even in the wettest conditions. They prevent bubbling and wrinkling, ensuring that the label remains intact and attractive, even when submerged in an ice bucket. They offer high performance and durability, making them suitable for various applications, including high-speed bottling and packaging lines.

This innovation is a direct result of listening to the demands and special requests from stakeholders who needed a product that could perform under challenging conditions. By addressing these needs, Wausau Coated Products continues to revolutionize the wine label market, pushing the functional properties of labels to their limits without sacrificing
successful outcomes.

Innovation in the wine label industry is not limited to materials alone. It also extends to printing techniques and technologies. For instance, digital printing has revolutionized the way labels are produced, allowing for greater flexibility and customization. With digital printing, wineries can create limited edition labels or personalize labels for special events and promotions. This level of customization helps brands connect with their customers on a more personal level, enhancing brand loyalty and engagement.

The Power of Stocked Inventory

Having a wide range of stock items available is another critical aspect of the wine label industry. By offering a large selection of stock items, manufacturers can provide quick turnaround times and reliable solutions for their clients. Extensive inventory allows for flexibility in meeting various needs, from standard options to tailored solutions. 

“We benefit from offering small minimum order quantities, and smaller roll sizes in our stock program. “This fractionalizes the market, benefiting both large and small brands,” says Frey. Large inventory benefits businesses of all sizes.

Quick turnaround times are important in the wine production industry. With a wide range of label materials in stock, orders can be processed and shipped quickly, helping wineries meet deadlines efficiently. Reliability and consistency assure that necessary materials are available as required.

From the converter perspective, it’s also important to offer a variety of finishes and embellishments. This includes options such as embossing, foiling, and varnishing, which can add a premium look and feel to the label. These finishing touches enhance the visual appeal of the label and create a tactile experience for the consumer, making the product stand out on the shelf.

Technological Advances

In the wine label manufacturing industry, advanced machinery and technology have revolutionized the production process, enhancing efficiency, quality, and sustainability. Pairing digital printing with technological advancements of the converter, such as hot foil label printing machines, enables the creation of high-quality, durable, and personalized labels that meet the evolving needs of consumers. 

Additionally, the integration of augmented reality and eco-friendly materials has further improved the functionality and environmental impact of wine labels. These technological advancements allow companies to produce visually striking and reliable labels, maintaining high standards of quality control
and sustainability. 

To ensure these high standards, the industry has adopted rigorous test protocols that simulate the challenging conditions wine labels face such as immersion in ice buckets and exposure to humid air. These tests are crucial in maintaining the durability and performance of the labels.

“The key to a successful wine label design is to create a visual narrative that resonates with the consumer while ensuring the label can withstand the rigors of the wine’s journey from production to consumption,” says Colin Freeman.”

Jake Staples, Technical Manager of Wausau Coated Products, highlights the importance of aligning technological advancements with client needs: “Perhaps the greatest asset we offer is our people. We have many decades of technical expertise that gather in one room daily to review new customer requests and design custom solutions to meet their needs. This offers a level of customer intimacy and quick response time unparalleled in our industry.” 

This way technological innovations are both cutting-edge but also tailored to meet the evolving demands of clients in the wine industry.

“We can reach new heights with technology. We are always in pursuit of the best product we can make here at Wausau Coated and we aren’t afraid to take risks!” says Frey.

Technological advancements have also paved the way for more sustainable production practices. For example, the use of water-based inks and adhesives reduces the environmental impact of the printing process. Additionally, advancements in recycling technologies have made it possible to recycle label waste more efficiently.

Sustainable Solutions: Eco-Friendly Options

Sustainability is a cornerstone of modern label manufacturing and essential in today’s circular economic efforts. Eco-friendly materials, such as post-consumer waste, recycled content, tree-free options, and fiber alternatives, are increasingly important. These materials help reduce the environmental impact of label production while maintaining high performance and aesthetics. 

One notable innovation is clear PET liner made from 90% post-consumer waste. This material combines high strength and durability, making it perfect for high-speed roll-to-roll applications. It offers an eco-friendly solution without compromising on performance, helping businesses reduce their
environmental footprint. 

“Wausau Coated Products is proud to be the pioneer of this innovative clear r-PET liner,” says Frey. “This product is a direct result of listening to our stakeholders and addressing the demand for sustainable, high-performance materials. By pushing the boundaries of what is possible, we continue to revolutionize the wine label industry and support our customers’ sustainability goals.”

In addition to using eco-friendly materials, it’s also important to consider the entire lifecycle of the label. This includes designing labels that are easy to remove during the recycling process, as well as using adhesives that do not contaminate the recycling stream. By taking a holistic approach, labels can look great and also contribute to a more sustainable future.

Designer Insights: The Right Label Design

Designing a wine label requires a balance of aesthetics and functionality to create a standout design that embodies the brand.  

Colin Freeman, Creative Director of Package 3D, explains, “The key to a successful wine label design is to create a visual narrative that resonates with the consumer while ensuring the label can withstand the rigors of the wine’s journey from production
to consumption.” 

By prioritizing emotional connections, understanding brand identity, and considering practical aspects like durability and regulatory compliance, designers can craft labels that captivate and inform.

Current trends in wine label design lean toward fun, clever aesthetics that appeal to diverse audiences, with minimalist designs and tactile materials gaining popularity.

Sustainability is also a key focus, as Freeman highlights: “I feel better about a project when the final product has a lower carbon footprint. There are a lot of new sustainable material choices that make it easier to focus on design without sacrificing eco-friendliness.” 

These innovations allow labels to stand out while aligning with consumer values.

Freeman’s work with a recent high profile brand wine release illustrates the impact of thoughtful design. “I put a lot of work into the detailed foiled embossing, knowing it would hold symbolic importance. It’s now a highly coveted gift item, and we’ve since expanded to a whole series of wines,” he recalls. This demonstrates how blending creativity, functionality, and sustainability can elevate consumer experience and brand success, proving that a wine label is more than just packaging – it’s a storytelling tool.

The Future of Wine Labels

The future of wine labels is set for remarkable advancements fueled by innovation, sustainability, and stakeholder collaboration. As the wine industry continues to evolve, the demand for labels that are visually striking and also functional and eco-friendly will keep rising. 

Consumers will also see the integration of new technologies such as augmented reality (AR) and near-field communication (NFC). These technologies can enhance the consumer experience by providing interactive content and additional information about the wine. For example, an AR-enabled label can bring the brand’s story to life through animations and videos, while an NFC-enabled label can provide information about the wine’s origin, production process, and tasting notes with a simple tap of a smartphone.

This underscores the importance of choosing the right partner – one who listens and ensures your needs are met throughout the process. A receptive partner asks the right questions and makes the journey to the perfect label feel personal, so that when your product hits the market, it truly represents your brand. It’s a very basic secret: choose a partner who listens and watch your brand’s story come to life on every bottle.

Family-Owned Excellence: Brought to you by Wausau Coated Products

This article is provided by Wausau Coated Products, a family-owned and operated business since 1981. With over 40 years of experience, Wausau Coated Products is a leading manufacturer of adhesive-based label products, known for their commitment to quality, innovation, and sustainability.  

Wausau Coated Products has a long-term perspective, prioritizing relationships with employees, customers, and the community. This approach leads to a more personalized and dedicated service from every department, with a focus on every product meeting the highest standards. Wausau Coated Products is a trusted and reliable partner in the label-making industry.

For more information, visit their website at wausaucoated.com or contact them to discuss your custom label needs.