Avery Dennison Launches ‘Better-than-the-Original’ Self-Adhesive Medallions

Sustainable, Ice Bucket-Resistant And Brand-Enhancing Labels Dominate The Wine And Spirits Segment Innovations At Labelexpo Asia 2011

SHANGHAI, China, 30 November 2011 – Selective wine and spirits brands use three-dimensional solid metallic cartouches and medallions to emphasize the exclusive, luxurious and authentic character of their product. However, this popular packaging component requires manual application and is rather expensive. Picking up the challenge, Avery Dennison has developed a better looking, cost-effective and automatic dispensing self-adhesive application: the unique Fasson Silver Foil Emboss.

“When Courvoisier, the world-renowned French cognac brand, and its label printer Lithobru, were looking for a self-adhesive application to replace the solid metal Napoléon medallion on their cognac bottle, we found a solution that we had developed in another segment with Printor Packaging and adapted it to meet their needs,” says Andrew Crawford, vice president of Marketing, Avery Dennison Label and Packaging Materials Asia Pacific. “The results were better than expected,” he said. “The new product has all the benefits of a self-adhesive label, such as high cost efficiency, automatic dispensing and high flexibility in design, but doesn’t compromise the exclusive character of the medallion. On the contrary, we believe that Fasson Silver Foil Emboss offers significantly more design options to emphasize the exclusive character of the product.”

Printing Techniques

Using lacquered aluminum, Fasson Silver Foil Emboss allows the brand owner to take the design a few steps further. The exceptional thickness of this construction enables the printer to use techniques such as deep embossing, vinyl inks, and luminescent varnish to help designers to bring new ideas to the table. The new product makes the images and text on the medallions more pronounced and precise than a metal medallion or cartouche, and allows for a more differentiated packaging design.

“The Napoleon medallion on our VSOP cognac is a critical element in our brand identity,” says Laurent Deligand, packaging development and purchasing manager, Courvoisier.” He adds, “The new self-adhesive solution enhances our embossing pattern so that the relief is more pronounced and impactful on the shelf. Self-adhesive labels also reduce the complexity of producing the medallion as we can produce it on our bottling lines. We’re very pleased with the result on our bottles and in our operations.”

• Frozen Astra Diamond Plus: A luxurious, textile-like product with exceptional ice bucket resistance. Champagne had an exceptional harvest in 2011 and, as a result, the market expects a substantial volume increase in 2014, along with higher investments in luxurious labeling and packaging. In particular, ice bucket-resistant labels such as Avery Dennison’s Frozen Astra Diamond Plus for sparkling wines will be popular.
• Fasson Super White Opaque: also offers ice bucket resistance However, this specially-coated label material also guarantees wine brands an extreme whiteness and label opacity , even after immersion of the wine bottle in cold water.
• With a greater demand from retailers to use more sustainable, recycled packaging, wine producers are looking for ways to satisfy this need. Visitors to the Avery Dennison Labelexpo Asia booth will find a wide range of self-adhesive labels with 50 percent to 65 percent recycled content. Also on display are label materials made of natural fiber waste, such as Fasson Cane Fibre White, which help strengthen the sustainability credentials of wine and spirit brands.

For more information, visit the Avery Dennison booth, “Labeling Redefined,” at Labelexpo Asia.

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About Avery Dennison:

Avery Dennison (NYSE:AVY) helps make brands more inspiring and the world more intelligent. For more than 75 years the company has been a global leader in pressure-sensitive technology and materials, retail branding and information solutions, and organization and identification products for offices and consumers. A FORTUNE 500® company with sales of $6.5billion in 2010, Avery Dennison is based in Pasadena, California, and has employees in over 60 countries. For more information, visit http://www.averydennison.com.

© 2011 Avery Dennison Corporation. All rights reserved. Fortune 500 is a trademark of Time, Inc.

For more information, please contact:
Mabel Ng, Senior Marketing Communications Manager
Avery Dennison Label and Packaging Materials, Asia Pacific
Tel:     +852 2820-4570
Email: mabel.ng@ap.averydennison.com

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