Open up, turn the page, be amazed: a special bottle label opens up new marketing potential for beverage manufacturers
Parade Label WS Gloss from Sappi is the perfect basis for a new type of multi-layer label for beverage bottles, produced by Jungdruck
Innovations often arise when proven, successful products are transferred to previously unusual applications. For example, multi-layer wet-glue labels are part of the core business of the Jungdruck printing company, but they have so far been used mainly in the chemical and feed industries. At BrauBeviale 2024 Sappi and Jungdruck presented a jointly developed multi-layer label for beverage bottles for the first time, demonstrated using beer bottles. The special feature: The first layer of the label can simply be folded up. On the second layer there is more information, in this case a recipe for a beer barbecue sauce. The new multi-layer label offers beverage manufacturers a range of options in terms of product information and marketing. For this clever innovation, Jungdruck used the Parade Label WS Gloss label paper from Sappi, a leading manufacturer of packaging and speciality papers.
Jungdruck: Professional in the field of wet-glue labels
As a full-service print shop, Jungdruck combines all production levels – from prepress to printing and finishing – under one roof and offers its customers a diverse and high-quality portfolio. However, the company, which is based in the city of Radevormwald in North Rhine-Westphalia, has been specializing in multi-layer labels for the wet-glue sector for about ten years. These are mainly used in the chemical and feed industry, for example on spray paints, aerosol packs or animal feed cans. The multi-layer labels are unbeatable when a lot of information has to be accommodated.
Gernot Jung, Managing Director and Sales Manager of Jungdruck, explains: “Legal labelling is mandatory for chemical products. In addition, sales benefit from information published in several languages. For such cases, we can provide our customers with labels that contain up to five layers. In the pet food sector, multi-layer labels are more likely to be used for promotional campaigns, for example to publish a competition or a QR code with further information for animal lovers. The additional space offers a wide range of possibilities for marketing.”
Perfect results and maximum reliability: Jungdruck relies on Sappi papers
Jungdruck has been using Sappi papers for its labels for a long time and has always had excellent experience with them. Jung explains: “Depending on the industry, we use both the wet-strength Parade Label WS and the non-wet-resistant Parade Label Pro from Sappi. You could say that these flagship papers are our standard papers, which we also recommend to new customers again and again.” Jung is particularly enthusiastic about the excellent surface, which ensures perfect printing and finishing results. “In addition, however, we attach great importance to other aspects,” adds Jung. “High quality and good processability are relevant points for paper. However, the decisive factor is that the material can be guaranteed by the provider. At Sappi, we know that we can rely one hundred per cent on our ability to deliver and reliability. This is extremely important for our customers. When they are producing, the required material, such as the labels, must be available at exactly the time planned.”
Pilot project for the beverage industry
The idea for a joint pilot project for the beverage industry first came up at FACHPACK, where both Sappi and Jungdruck participated as exhibitors.
Jung recalls: “Trade fairs are an ideal opportunity to exchange and develop ideas. We were already convinced of Sappi, but we wanted to make sure that Sappi got to know our range of services even better. That’s why I visited the Sappi booth and showed them how we process the papers and what exciting things you can do with them.” Stefan Raabe, Sales Manager at Sappi, adds: “We were particularly taken with the multi-layer labels. Together, we thought about which industry could still benefit from this and came up with the brewing industry. This is in a difficult market environment and is under great pressure, as beer consumption has been declining for years. With a multi-layered label, we can offer breweries a new sparkling marketing space that they can use to attract and retain customers.”
Multi-layer label for beverage bottles presented for the first time at BrauBeviale
For the premiere of the joint project, BrauBeviale stood out as the leading industry meeting place for the beverage industry. The multi-layer label can be used on all returnable bottles but was presented by Sappi and Jungdruck at the trade fair as an example on a beer bottle. The first page of the multi-layer label is in dark green, yellow, turquoise and white, and shows a graphic representation of a hop plant. The highlight: You can get to the second page by folding up the first layer. There is a recipe for a barbecue sauce with beer.
At the trade fair, visitors were able to see for themselves the perfect printing and finishing results for this multi-layer label. These are thanks to the excellent surface of Sappi’s wet- and alkali-resistant Parade Label WS Gloss paper, which was used for the multi-layer label in a grammage of 80 g/m2. To support the first-class feel, the label was additionally finished with UV varnish by Jungdruck. Stefan Raabe adds:
“The design as well as the recipe are exemplary applications. The additional space opens up a wide range of opportunities for breweries and beverage manufacturers for creative advertising campaigns and targeted customer loyalty measures. They also benefit from the surprise effect at the POS, because multi-layer labels on beverage bottles have never existed in this form before.”
Manufacturers also benefit from this innovation and the strong partnership between Sappi and Jungdruck in other areas. This makes it very easy to switch from single-layer labels to multi-layer labels in production without high investment costs. Support from Sappi and technical advice from Jungdruck are included as a service. This means that brand owners can be sure to achieve the best possible results.
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