Avery Dennison (AD) Label and Packaging Materials is introducing new 30% post-consumer waste (PCW) versions of three classic wine-label ‘facestocks’ under its Wine and Spirits portfolio. 

The three wine-label facestocks include Estate 8, Estate 17 Martele, and Bright White Felt.  

With the growing consumer demand for sustainable packaging, these new 30% PCW options allow designers to maintain aesthetics while improving their environmental impact, noted the company. 

Following the introduction of these new recycled facestocks, the company’s portfolio now includes 13 options with PCW content.  

Moreover, approximately 95% of the label materials in the company’s portfolio are in line with the Avery Dennison Sustainable ADvantage standards, which require labels to be less resource-intensive, compostable, recyclable, contain recycled content, or be responsibly sourced. 

Apart from improving its Wine and Spirits portfolio, AD has also launched a new recycling programme to increase the rates of polyethylene terephthalate (PET) liner waste recycling across Northern California, US.  

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Through the AD Circular programme, the company has offered to support the collection of PET liner waste from label converters and wineries located in Napa Valley and its surrounding area.  

The AD Circular scheme is a used PET and glassine label liners recycling programme being run by Avery Dennison in multiple European nations and the US. 

Participants can drop off their waste at the AD Napa distribution centre, where it will be aggregated for economical recycling, until reaching a full truckload, and then be delivered to qualified recyclers.  

Together, these new initiatives are part of the company’s commitment to sustainability and aim to support the wine industry’s environmental goals. 

In July 2023, farmed primary and free-range chicken products manufacturer Western Brand joined Avery Dennison’s AD Circular programme to address the problem of recycling the glassine label liners used on the brand’s food products packaging.