Aqua Proof: a ‘paper-like’ wine and spirits label with the performance of film

Avery Dennison has launched a film label material in Europe to address the challenges faced by wine and spirit producers who need a premium brand image to survive intact during long periods of ice bucket immersion. Aqua Proof offers the look and feel of a conventional premium paper label with the improved performance of a film.

The new product is said to deliver unique levels of resistance to ice and water, eliminating wrinkles, pleats or bubbling when bottles are taken out of either cooling cabinets or ice water. Avery Dennison Aqua Proof combines Fasson S2047N adhesive with a tactile, pearlescent, embossable film – a film that has the appearance and ‘touch’ of a textured paper product.

Converters see the material as an important new option for raising their customers’ perception of product value.

“Our brands require material that remains unchanged through the whole bottle life-cycle, even during tough challenges like the refrigerator or ice-bucket,” explains Alfredo Pollici, CEO of Notarianni in Valle S. Bartolomeo, Italy. “Combining the elegance of paper with the durability of film gives us the best of both worlds. Our tests spanning several printing techniques have been universally well received – many of our customers commented that this was a ‘nice paper’ without realising initially that they were looking at a film.” Brand owners for premium products such as champagne, wines, cava, prosecco and spirits have traditionally used uncoated papers and wet-glue labelling because paper offers a feeling of ‘authenticity’ to consumers. However, the open-weave nature of paper fibres enables moisture absorption which can cause the labels to develop wrinkles, pleats and bubbling. Changes in label opacity and label slippage during immersion are also significant problems.

Not only does Avery Dennison Aqua Proof solve these issues, it is highly resistant to label tearing during transport. Printed information remains intact after immersion in ice overnight and during lengthy storage in dark, humid conditions because the film is naturally resistant to mould.

Francis Arnaud, business development manager at Avery Dennison Label and Packaging Materials – Europe says that Avery Dennison Aqua Proof has been designed to simplify the choice of product for converters as well as improve ice water performance.

“A wide range of decorative techniques can be used with this new material,” he says. “Its paper-like look and feel helps converters reduce stock inventory because it suits a range of different bottles including sparkling wine, still white and rosé wines and spirits. Testing has taken place at several specialist converters in different countries using flexo, offset, hotfoil, silk screen and embossing. The results confirm that no tool adaptation is needed.” The product will initially be offered in Europe and then expanded to other regions.