UPM Adhesive Materials has introduced a curated collection of “Premium Performance” label materials developed specifically for the wine and spirits’ sector. The collection is presented in a new sample folder available across Europe, North America, South America and the Asia-Pacific region.
With the global premium alcoholic beverages market projected to grow at a compound annual growth rate (CAGR) of 10.89% and reach $1.686 trillion (£1.32 trillion) by 2034, premiumisation continues to drive innovation in packaging, said UPM. The company’s new collection aims to help printers and converters meet brand owners’ increasing demand for high-quality packaging materials that enhance shelf presence and consumer engagement.
The folder features five label materials, each paired with printed samples demonstrating their compatibility with intricate design elements and embellishments. Unprinted sheets with removable labels include detailed technical data and allow users to test adhesive performance and on-bottle application. Part of UPM’s Premium Performance portfolio, the materials are engineered to maintain appearance and adhesion even under challenging conditions, such as ice bucket submersion. They offer high wet opacity, moisture resistance and compatibility with high-speed converting and print finishing processes.
“Printers working with wine and spirits brands face high expectations for both visual impact and technical reliability,” said Lisbeth Saarinen, senior manager, global marketing at UPM Adhesive Materials. “Our premium label materials are designed to meet these demands, ensuring smooth converting and consistent performance throughout the product lifecycle.”
To demonstrate the creative potential of the materials, UPM collaborated with design agencies and production partners worldwide to produce five distinctive label designs for regionally significant alcoholic beverages, including sparkling wine in Italy, Baijiu in China, white wine in Australia, bourbon in the United States and tequila in Argentina.
“Premium today is about more than aesthetics – it’s about storytelling, cultural richness and emotional connection,” said Hernán Braberman, creative director at Argentinian packaging design agency Tridimage. “UPM’s premium label materials allowed us to use intricate embellishments and fine details with confidence.”
The execution of the designs involved collaboration with KURZ and H+M for hot stamping transfer materials and tooling, Grafical for printing, and Verallia and Vinolok for glass packaging and closures.
