UPM Adhesive Materials has launched a curated collection of high-performance label materials specifically designed for wine and spirits packaging. Each material is selected for its superior converting properties and its ability to enhance both brand image and consumer engagement. The collection is presented in a new sample folder, accessible across European, North American, South American, and Asia-Pacific markets.
The global premium alcoholic beverages market is forecasted to grow at a compound annual growth rate (CAGR) of 10.89%, reaching $1.686 trillion by 2034. This trend underscores the industry’s shift towards premiumization, with brands striving to distinguish their offerings through exceptional packaging. UPM’s sample folder aids printers in presenting premium label options to their clients.
The folder includes five label materials, each accompanied by a printed sample that showcases UPM’s capability to handle intricate designs and embellishments. Additionally, unprinted sheets with removable labels provide technical specifications, enabling printers to test adhesive performance and on-bottle application.
Part of UPM’s Premium Performance portfolio, these materials are engineered to withstand challenging conditions, such as ice bucket submersion, while offering high wet opacity, strong adhesion, and moisture resistance. They are also designed to ensure a reliable supply chain and superior mechanical properties compatible with high-speed converting and print finishing.
“Printers working with wine and spirits brands face high expectations for both visual impact and technical reliability. Our premium label materials are designed to meet these demands, ensuring smooth converting and consistent performance throughout the product lifecycle,” stated Lisbeth Saarinen, senior manager, global marketing at UPM Adhesive Materials.
To bring these materials to life, UPM collaborated with design agencies globally to create five unique label designs for regionally significant alcoholic beverages. Designers were encouraged to express their cultural identity and interpretation of the premium experience. The featured designs include Champagne from Italy by Robilant, Baijiu from China by Excel Design Shenzen, White wine from Australia by Denomination, Bourbon from the USA by Dando Projects, and Tequila from Argentina by Tridimage X Boldrini & Ficcardi X JVD X INFINITO X LIP.
“Premium today is about more than aesthetics – it’s about storytelling, cultural richness, and emotional connection. We collaborated with four other Latin American design agencies to create the tequila label DIVERSA: a shared concept that celebrates diversity through design. UPM’s premium label materials allowed us to use intricate embellishments and fine details with confidence,” explained Hernán Braberman, Creative Director at Tridimage.
To execute these designs, UPM partnered with KURZ for surface finishes, H+M for high-precision stamping tools, and Grafical for expert printing. Collaborations with glass packaging and closure producers, Verallia and Vinolok, further highlight the robust value chain partnerships integral to each label concept.
