The label is of the utmost importance in the wine market, perhaps even more than the product itself. Whether drinking a cabernet sauvignon or rosé, an eye-catching label can be the key differentiator in purchasing decision on the shelf. Avery Dennison, a substrates and adhesives supplier based in Mentor, OH, USA, has responded to market demand, developing more than 150 constructions specifically engineering for wine and spirits. The company has gone directly to wineries and converters to troubleshoot current customer problems and ideate new ideas. “The Avery Dennison Wine and Spirits portfolio offers inspiration through classic, premium materials enabling brands to stand out on shelf,” said Vanita Marzette, senior product manager - wine and spirits. “Wine materials cross both wine and spirits, as well as craft beer, because these areas are all following the trend towards premiumization. We are also seeing more unique/textured facestocks that work across