Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
 
May 2013 Issue of Wines & Vines
 
SUBSCRIBE   »
 

Over-Labeling Simplified

Restyle wine bottles to meet changing markets

 
by Jane Firstenfeld
 
 
In a world where wine packaging options are limitless and still growing, the term “over-labeling” might provoke bemusement. When you can envelop a bottle in flashy shrink wrap, embellish it 360° with etching or screen print or apply die-cut embossed, foil-stamped labels on front, back and neck, excessive labeling doesn’t seem possible.

Lower that skeptical eyebrow: Over-labeling, as WS Packaging demonstrated in its booth at January’s Unified Wine & Grape Symposium, accurately describes a practical solution to a problem many wineries have faced: It simply means the application of new labels atop previously applied labels.

Water-resistant label stocks and grippier adhesives effectively have answered the distinct challenges of wine bottle labeling: Most labels, if thoughtfully designed and properly applied, are virtually impossible to remove cleanly.

But what does a winery do when it suddenly gains access to a foreign export market that requires different language? What if a retailer places an order for the current vintage but wants it under a private label? What if a current vintage wears an outdated labeling because of changes in state or federal requirements (ex., Sonoma County, Calif.’s, conjunctive labeling order, which became fully effective Jan. 1)?

Marketing decisions including redesigns also may demand relabeling, but slapping a larger label over the first is unsightly and difficult to achieve accurately. “Accolade” labels—say a double-gold medal at a prestigious competition—are another reason to consider over-labeling.

Enter WS Packaging Group Inc., the Green Bay, Wis.-based equipment and printing supplier that showed off its “print-and-apply” system at the Unified Wine & Grape Symposium. The system does not have a “proper” name because of the personalized variations devised for the end-users, according to Sean Watson, western sales representative for WS.

“It depends on the configurations,” he said. Prices and options start at set-ups in the $25,000-$30,000 range for the mobile, semi-automatic system shown at trade shows, topping out at about $32,000. Higher speed, in-line, automated systems can exceed $50,000. Kendall-Jackson’s 4.5 million-case wine empire, Watson stated in an earlier case study, uses its machine “for all the above applications.”

The investment is significant, and the target market has moved from smaller wineries to larger operations. Mobile bottlers, beloved by small production wineries with limited budgets for their ability to bring in the most current equipment, are another obvious market for this gear, and Watson has been talking with several, he said.

Watson described the chief benefit to the WS print-and-apply system: “Without automation, applying labels in orientation to other labels on a bottle is a very slow, manual and expensive proposition for winery operations.

“The technology is compelling,” he pointed out. “It fits a good niche. People in processing get it immediately.”

How it works for Trinchero
Scott Childers, assistant production manager at 18 million-case Trinchero Family Estates, is already a seasoned user of the WS system. “We purchased our first single-labeling head unit in 2006, and then a two-head unit in 2008. Both units are stand-alone, inline applicators that are manually fed, running slow speed (25-30 bottles per minute), and are fully automatic labeling systems.”

Trinchero’s thriving export market motivated the installations. “We purchased these units for the primary purpose of adding export labels to previously bottled and labeled finished goods,” Childers said.

Trinchero also applies the equipment to another purpose. “We occasionally use the two-head unit to label ‘shiners’ (bottled and unlabeled product) in the rare occasion when we intentionally bottle small quantities of unlabeled product. A typical run could be anywhere from 50 to 1,500 cases. We can label approximately 1,000 cases of 12 750ml bottles per machine per shift. “Prior to these machines, we would do this by hand.”

Childers recommended the equipment. “We have found it relatively easy to use. Like any piece of new equipment, we quickly learn the machines’ strengths, weaknesses and sweet spots. We worked with WS to include improvements in the design of the second machine we felt would make the system easier to operate, more consistent in terms of application quality and more versatile in terms of the type of products we can run on it.

He cited “a more intuitive HMI panel that was easier for operators to use, an additional indexing sensor that helps to locate a dark-colored label on a dark-colored bottle, an adjustable applicator and wipe-down modules to label reverse-tapered bottles.”

Although Trinchero primarily re-labels just in time to meet order requirements, Childers said, “If the customer wants something specific that is not included in our standard packaging, we’ll put it on for them through the re-labeling process.”

Labels of the same dimension can be applied precisely in the footprint of the existing label, Watson noted, but he recommends, if possible, including about a one-eighth inch margin for best coverage.

 
SHARE   »
Print this page   PRINTER-FRIENDLY VERSION   »
E-mail this article   E-MAIL THIS ARTICLE   »
Close
 
Currently no comments posted for this article.
 
CURRENT MONTH'S FEATURES INDEX »


 
Wines & Vines Home
 
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
info@winesandvines.com
Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
August 2014 $558 million
5%
$7,613 million
6%
August 2013 $531 million $7,167 million
     
Direct-to-Consumer Shipments » Month   12 Months  
August 2014 $78 million
17%
$1,686 million
10%
August 2013 $67 million $1,530 million
     
Winery Job Index » Month   12 Months  
August 2014 218
12%
224
19%
August 2013 194 189
     
 
MORE » Released on 09.15.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • September 22-23
     
    Wine Industry Financial Symposium
     
  • September 23-24
     
    Experimental Design and Chemometrics for Chemists
     
  • September 27
     
    Red Mountain AVA Block Party
     
  • October 8
     
    Exporting Wine to China
     
  • MORE »
 

READER COMMENTS
 
Article: New York OKs Out-of-State Grapes »
 
If the resultant wine, using out of state juice,bears the "American" on the label, I...
Reader: Guest
 
Article: Financial Impact of Napa Quake Rising »
 
I still think the numbers are low and don't include legal fees. Section 165 was...
Reader: Guest
 
Article: Tasting the Effects of Wine Closures »
 
In addition to oxidation of somee of the SO2, post-bottling chemical changes are a continuation...
Reader: Guest
 
Article: Tasting the Effects of Wine Closures »
 
I agree with the 14:46 post. I have switched to screwcap on most of my...
Reader: Chris Baker
 
Article: Tasting the Effects of Wine Closures »
 
What I have found in the past between the type of closures is this. A)...
Reader: Guest
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2014 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
 
 
EXPANDED ONLINE SEARCH INCLUDED WITH PURCHASE
 
ORDER NOW »
 
LEARN MORE »
 
 
Wines & Vines Magazine
 
 
LEARN MORE »
 
SUBSCRIBE »
 
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
 
LEARN MORE »
 
ORDER NOW »
 
 
The Wines & Vines Online Marketing System
 
The Industry Standard winery marketing application
 
FREE LIVE DEMO »
 
VIEW VIDEO »
 
 
 
 
Latest Job Listings
 Marketing Manager
 Napa, CA
Sales and Marketing
 Marketing Manager
 San Luis Obispo Or Remote, CA
Sales and Marketing
 Wine Sales Associates
 Towson, MD
DTC, Tasting Room and Retai
 Marketing Coordinator
 Forest Grove, OR
Sales and Marketing
 Field Sales Rep- On Pr...
 Madison, MI
Sales and Marketing
 Receptionist - Joel Go...
 St. Helena, CA
General Administration and
 Wine Club & Marketing ...
 Avila Beach, CA
Sales and Marketing
 Financial Controller
 Dundee, OR
Finance
 Sales & Hospitality As...
 Napa, CA
DTC, Tasting Room and Retai
 Hospitality Support Wo...
 Rutherford, CA
DTC, Tasting Room and Retai
 
More Job Listings >>
Follow Us On:
 
 





Home  |  About Us  |  Editors  |  Subscribe  |  Print Edition  |  Digital Edition

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2014 by Wine Communications Group, Inc. All Rights Reserved.
No material may be reproduced without written permission of the Publisher.
Wines&Vines does not assume any responsibility for any unsolicited manuscripts or materials.