Avery Dennison brought together leading representatives of the wine industry from Germany, Austria and Switzerland for a day’s ‘journey with wine’ in München, Germany, in February. Focused on the creative disciplines of labelling, design, and packaging for wines, the event was led by Avery Dennison Roll Materials Europe, who offer the dedicated range of Fasson® self-adhesive wine labelling materials to meet the functional needs of wine labels, and at the same time to enable the bottler to reflect traditional, modern, and ‘out-of-the-box’ design values.
Profile of a wine consumer
Moderator Henrik Kajueter, Vice President Marketing, for Avery Dennison Roll Materials Europe, welcomed the 42 participants, and the day’s programme began with an inspirational talk on the many different profiles of wine consumers by internationally-acclaimed author and journalist Jens Priewe. For more than twenty years, Mr Priewe has written exclusively about wine making and the appreciation of fine wines, and he supported his characterisation of the market with scientific research data from Germany’s prime educational centre for oenology, Geisenheim University.
The importance of marketing
German wine merchant Guido Walter – also a professor at the Deutsche Wein- und-Sommelierschule --went on to discuss the current state of the industry, and to highlight the importance of marketing and labelling wines in today’s competitive business environment.
Label design – a key differentiator
Then it was the turn of Timo Thurner, a partner in design agency Schmidt Thurner von Keisenberg (STVK) to share his experiences in wine label design – a field in which they excel. STVK were recognised with a Gold Medal, as well as the Avery Dennison-sponsored award for the best wines and spirits packaging, in the 2010 global Pentawards packaging competition. Cantina Tramin is one of the Italian Südtirol’s oldest, most traditional wine co-operatives, and their Marketing and Sales Director, Wolfgang Klotz, drilled into the detail of rebranding such an established product range. He highlighted the importance of wine labels – and explained the reasons behind his choice of Fasson White Cotton, Epique, and Maille Blanc self-adhesive labelstocks for the brand’s ‘new look’.
Self-adhesive labels – the facts
The technical aspects of self-adhesive labelling -- labelstock specification, printing, automatic label application, and sustainability, were the topics addressed by the Avery Dennison Technical Sales Team, Beate Blecker and Stephan Muenzberg; and Monica Gross, Business Development Manager, introduced the Fasson Wine Label Style Guide – three volumes of labelstock samples and ideas for printing them. It was conceived and arranged to help wine producers and their label designers identify the desired ‘look and feel’ of their wines, and choose appropriate labelstocks that could contribute to the strength of the wines’ branding.
Open discussion and questions and answers rounded off the formal proceedings, and the day ended with refreshments and networking.
There were many examples of labelled bottles and samples of Fasson label materials available for participants to examine, and detailed information to take away.
Comments Monica Gross: ‘This was a lively event, and we were particularly pleased to welcome participants from many aspects of the wine business – particularly designers, and the specialist label printers who are Avery Dennison’s direct customers. The open forum was a great opportunity for designers and wine producers to interact directly with the label printers. We are active players in the wine branding arena, and value such opportunities to network with our partners in the industry.
Full details of the Fasson wine labelstocks from Avery Dennison are available via the dedicated website www.wine.fasson.com.
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 $6.5 billion in 2010, Avery Dennison is based in Pasadena, California and has employees in over 60 countries. For more information, visit www.averydennison.com.