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Standing Out in the Rapidly Growing Canned Wine Segment

Only a few years ago, the canned wine segment had a limited selection of category pioneers for consumers to choose from, but with growth rates over 50%, more and more wine brands are available in cans making it harder to stand out on the shelf.

“As canned beverages become more popular, and wineries look for different ways to deliver products to consumers, we’re seeing increased interest,” says Mark Peters, Director of Label Operations for G3 Enterprises.

While shrink sleeves are the norm, Peters sees compelling cost, technical, and marketing advantages for small and medium sized craft producers using traditional pressure sensitive labels (PSL) for their products.

“The cost advantage of PSL is mainly because direct print or shrink sleeved cans require higher purchase minimums, creating less package change flexibility and increased risk of obsolescence. Technically, from a shrink versus PSL perspective, shrink sleeve require more precision related to distortion printing and ensuring that all graphic elements and text retain their integrity once applied. The added complexity of heat tunnel application on a mobile or a fixed line sways the argument in favor of a PSL versus shrink sleeve,” says Peters.

Supporting an increased need to stand out from other cans on the shelf, PSL offer a wide variety of substrates and printing technologies developed specifically to enhance brand presence. The canned beer category is more crowded than wine, and one of G3 Enterprises’ brewery clients recently transitioned to PSL for their brand.

“You can go many directions with a label substrate depending on what you want from a final package,” explains Peters, “if you desire a more organic look and feel, consider an uncoated wet-strength paper. G3 offers a portfolio of paper substrates constructed from post-consumer-waste (PCW) materials called GTREE™. For a look that approximates aluminum, but with the decorative elements of a PSL, G3 offers metallic substrates. And for the customer that wants an invisible look, they may choose to print on clear film material. Because the film material is very thin, the aluminum color and finish complement the printed elements, providing an added visual impact.”

To withstand ice chest or chilled environments, Peters recommends GTREE™ paper that maintains whiteness and wet opacity when submerged in ice or water.

“There are many substrate choices for PSL, and then there are choices for decorative elements such as hot foiling, cold foiling, embossing, specialized coatings, and variable design or data printing utilizing digital print capability,” says Peters.

G3 Enterprises also offers their interactive GINK™ technologies of bichromic, thermochromic, or photochromic inks that change color depending on viewing angle, temperature, or exposure to UV light.

“There are many ways you can decorate a can with a PSL,” says Peters, “giving you the tools you need to express your brand’s unique identity and stand out on the shelf.”

From small volume boutique orders to production runs in the millions of labels, G3 offers the technology to produce PSL with their flexographic, offset, and digital print platforms, often at a cost advantage and without the complexity of shrink sleeve labels. They also offer package consultation plus technical service and support for their customers.

For more information about G3 Enterprises, visit www.G3enterprises.com or call 1-800-321-8747.

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