Multinational label and adhesive company Avery Dennison has unveiled its new Neck Label Collection for the drinks industry, made with an innovative adhesive.

The US-headquartered company says the new labels are a solution to the common problem of ‘neck label detachment’ and the range is available across the wine, spirits and beer industries in Europe. The labels are specifically aimed at premium products that are often chilled in ice buckets. It is said that due to inappropriate adhesives and paper having a habit of reverting back to their original flat shape, which increases the risk of detachment, it has become common for brands to forgo the use of neck labels.

Premium solutions segment leader at Avery Dennison Vladimir Tyulpin told Packaging Gateway exclusively that the new label collections are a game-changer for the industry. “The industry has been struggling with the issue of neck label detachment for years. It has led to compromises by label designers and brands – some have chosen to forgo the neck label altogether in favour of neck-labelless bottle designs, others have opted for defibrated papers or those featuring a lower grammage than the front label. These often appear inferior and can mean that brand images do not appear fully coordinated. 

“The new Avery Dennison Neck Label Collection solves this problem once and for all and provides brands with confidence that their product will look as great in the ice bucket as it does on the table.” 

Avery Dennison’s new label collection consists of high-performing adhesives that allow the same paper grammage to be used for neck labels and front labels. The innovation comes after two years of product development and extensive trials with various champagne brands searching for a premium finish for luxury drinks.

Tyulpin said that he believes the new labels will encourage more brands to rethink their approach to neck labels. 

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“Finally, brands will have the confidence that the label design they invest in will function as intended. It means they don’t have to worry any longer about neck labels lifting and they can use the same material for front and neck labels. Now they can facilitate more streamlined and cost-effective manufacturing processes, and create a seamless, coordinated product image that makes it stand out on the shelf as well as in the ice bucket. This will help to improve their brand recognition and delight consumers that have invested in a premium product.

“Every once in a while you come across a truly game-changing innovation for the label and packaging industry – and this is it. The world of premium drinks, particularly sparkling wines, is one where every detail matters. 

“Having a neck label that can showcase your brand ensures greater consumer appeal and product stand-out on-shelf, making it impossible to substitute your brand with any other. We have spent several years testing and advancing this collection and our team of experts is looking forward to helping brands to elevate their packaging appeal.”

The Avery Dennison Neck Label Collection includes a range of more than 20 different varieties, giving brand owners and designers a choice of materials including 100% recycled pulp. Some designs feature an AD rPET liner that can be recycled and reused via the AD Circular programme. 

In October of last year, Packaging Gateway reported how the drinks industry had realised that alcohol has a number of unique selling points and that premiumisation is being used to attract customers

GlobalData analyst Pawel Urban explained: “Luxury bespoke packaging aims to provide a satisfying experience for consumers, which can also mean satisfaction in minimising  negative impacts on the environment. Plastic-free or plant-based materials that are easier to recycle or are biodegradable can go well with high-quality, luxury products. In fact, more and more manufacturers are using sustainable materials to give their offerings a premium, artisan feel.”Avery Dennison has also announced the extension of its AD Procerta services across the wine and spirits industry, which provides organisations with the assurance that materials will perform under the toughest of conditions. Avery Dennison says the testing at AD Procerta is more intensive than was performed by the European association for the self-adhesive label industry, FINAT.