From Whiskey Draff to Distinctive Wine Labels

At Avery Dennison, sustainability is not just a core value but a driving force in our business strategy. This commitment influenced our remarkable partnership with Lai Zhou Distillery to create a truly distinctive label for Lai Zhou Whiskey's 2025 product series. Together, we worked to design a label that truly reflects the warmth, storytelling, and craftsmanship behind their brand, while also incorporating innovative materials and design.

When Lai Zhou Distillery began their search for a label material that felt warm and told a story, Avery Dennison’s rCrush Barley FSC® was the perfect match. Uniquely crafted, our label incorporates 15% barley draff fibers, a byproduct of whiskey brewing. This design brings a connection to the craft by embedding a piece of the whiskey’s production process directly into its packaging. Additionally, it combines 40% post-consumer recycled fiber with FSC®-certified wood pulp, delivering an exceptional balance of sustainability, texture, and visual eleganceL

Realizing Lai Zhou's vision required over two years of collaboration and numerous design iterations. Avery Dennison worked closely with the distillery to deliver the desired textural and visual qualities. Crucial steps included providing documentation on the origin of materials and coordinating tightly with the printing facility to refine techniques. The end result? A sophisticated “dual amber” visual effect where the label harmonizes perfectly with the golden hues of Lai Zhou Whiskey. The carefully crafted granular texture further communicates a sense of artistry and depth.

The Avery Dennison team also engineered key technical aspects to support the label’s performance. The S2030 acrylic permanent adhesive ensures a flawless appearance across a wide temperature range from -20℃ to 80℃, maintaining the integrity of the label under varying conditions.

"Lai Zhou Distillery is dedicated to the pinnacle of brewing craftsmanship. Through this project, we aimed to mirror our craft in every element of our products and their presentation," said Chen Yu, Deputy General Manager of Lai Zhou Spirits Division. The whiskey label enriches the brand’s storytelling while honoring its artisanal roots.

Sunny Qi, Segment Development Leader at Avery Dennison, reflected on the creative process, “We look for opportunities to explore the narrative potential of materials, and this project was a perfect match. The barley paper is more than just a label; it represents an artistic interpretation of material and process.”

Geeson Liu, Segment Development Manager at Avery Dennison, added, “Lai Zhou distillery’s unparalleled attention to detail pushed us to think beyond materials. This collaboration was a true co-creation of design. From conceptual prototypes to the final product, the project blended cultural enrichment with technological innovation.”

More than a label, this partnership is a remarkable merging of tradition and technology, setting a high bar for what’s possible in premium product packaging. For a deeper look at the story behind this creation, please watch the brand’s video on Lai Zhou Whiskey.