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French drinks manufacturer Pernod Ricard has chosen EastMan Chemical’s Embrace copolyester for new labels for rum and tequila liqueur brand Malibu Red.

Switching to the new copolyester is intended to differentiate the products in a bid to increase shelf appeal and consumer interest.

The copolyester helps to facilitate surface printing using existing technology, without the requirement for any special pretreatment. It offers better clarity and high gloss to showcase graphics, as well as 360-degree graphic capabilities for maximum shelf appeal.

The copolyester can also achieve more than 75% shrinkage, and is capable of shrinking around highly contoured or complex containers. This enables brand owners to do away with secondary packaging such as tamper-evident bands and plastic rings.

Malibu global brand manager Valérie Chhoeu said: "Unlike the traditional opaque white sleeve and bottle Malibu is known for, the see-through sleeve and silver and red colors bring a modern, premium feel to the Malibu Red bottle."

Shrink sleeve label manufacturer Gilbreth, a subsidiary of Cenveo, prints labels for Malibu Red bottles.

Gilbreth innovation and technical support vice president Alan Wolk said that the shrink memory of the Embrace copolyester is suitable for bottles with a long base and a short, narrow neck.

"The print characteristics of Embrace marry perfectly with the bottle," Wolk added.

Image: Pernod Ricard uses Eastman Embrace copolyester to design labels for Malibu Red. Photo: courtesy of Eastman Chemical Company.