The Importance of Preventing Neck Label Detachment

Avery Dennison's New Neck Label Range for the European Market

The premium wine and spirits industry is worth approximately $600 billion globally— a staggering figure illustrating how important these high-end products are to consumers worldwide. From luxury champagnes to rare whiskies and everything in between, premium wines and spirits are sought after for their quality, exclusivity, and prestige. But with so much at stake, even the smallest details can significantly impact a brand's reputation and customer loyalty. 

Neck label detachment is a common issue for upscale wine and spirits brands. Consider it this way—the neck label is the sole visible element of a bottle when immersed in an ice bucket and serves as the brand ambassador to consumers when not on the table. Detachment of this critical component can severely compromise the packaging's aesthetic appeal and brand image, resulting in a less memorable experience for consumers. Moreover, the absence of the neck label sometimes makes it difficult for buyers to discern the brand and vintage of the wine, which can affect their overall perception of the product. To preserve their premium image and ensure a positive customer experience, brands must address neck label detachment issues by finding reliable solutions that maintain the packaging's aesthetic appeal and integrity.

Avery Dennison recently launched a new range of neck labels in Europe, designed to solve this challenge. We selected a wide range of tested materials and provided technical recommendations to ensure successful applications for premium brands. But before we dive into our solutions, let's examine the causes and existing solutions.

The current solutions on the market lack viable options for brands seeking neck labels that are visually pleasing, eco-friendly, and high-performing. While some choices exist, such as defibrated papers or reduced grammage papers, these options compromise the aesthetic appeal of the packaging, resulting in a non-uniform appearance between the front and neck labels. Due to this, designers often resort to adding embellishments to achieve a more premium appearance, which can upset the packaging's overall aesthetic balance and environmentally friendly nature. Unfortunately, papers with a reduced grammage cannot match the quality of front-label papers due to the texture being affected when the pulp fiber quantity is reduced. Thus, there remains a significant gap in the market for neck label solutions that meet brands' aesthetic and performance requirements while remaining sustainable.

This is where we come in.

Our advanced adhesive technologies provide an optimal solution for the issue of neck label detachment while enabling brands to create a seamless, coordinated product image. Avery Dennison's innovations allow using the same material for front and neck labels, thus facilitating more streamlined and cost-effective manufacturing processes. Additionally, our range of materials includes those made from 100% recycled pulp, and some boast the AD rPET liner, contributing to sustainable business practices. Through our AD Circular program, brands can partake in our recycling initiative to divert liner waste from landfills, thus positively impacting the environment.

Manufacturers can also reduce warehouse expenses using the same material for front and neck labels, as they do not require separate storage for each label type. Our versatile range of materials also enables the creation of limited edition designs without requiring additional specific materials. Overall, our neck label solutions provide unmatched convenience and flexibility to label manufacturers and brands alike while enhancing their image and reducing operational costs.

Let's explore a few of our materials in this range:

• Fasson® High Gloss Wine FSC - A cast-coated, mirror-finished material made from FSC® certified pulp that features wet strength treatment.
• Fasson® Frozen Quartz FSC® - A pearlescent coated material with a smooth finish made from FSC® certified pulp. It features wet strength and fungicidal treatments.
• Fasson® Paper Watermark 120 FSC® - An uncoated paper made from wood-free and synthetic fibers. Using blind embossing and debossing creates a unique watermark effect.
• Fasson® rSable Blanc FSC® - An uncoated wood-free paper made of 100% recycled pulp. It also features wet strength treatment, fungicidal treatment, and good wet opacity.
• Fasson® rNoble Blanc FSC® - An uncoated wood-free paper made of 100% recycled pulp. It has a matt texture and features wet strength and fungicidal treatment.

The list goes on. With over 20 materials in this new range, we are sure to be able to fulfill all your premium neck label needs in Europe.