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 What if a current vintage wears an outdated labeling because of changes in state or federal requirements (ex., Sonoma County, Calif.’s, conjunctive labeling order, which became fully effective Jan. 1)?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  
June 2014 $562 million
5%
$7,549 million
6%
June 2013 $535 million $7,094 million
     
Direct-to-Consumer Shipments » Month   12 Months  
June 2014 $87 million
17%
$1,669 million
11%
June 2013 $74 million $1,510 million
     
Winery Job Index » Month   12 Months  
June 2014 300
34%
220
21%
June 2013 224 182
     
 
MORE » Released on 07.15.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Wines & Vines
Packaging Conference
 
Learn More »
 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • July 30 - August 1
     
    Indy International Wine Competition
     
  • August 1-3
     
    West of West Festival
     
  • August 2
     
    Urban Wine Xperience
     
  • August 5
     
    Fresno State Grape Day
     
  • MORE »
 

READER COMMENTS
 
Article: Wineries May Lose Internet Domain Dispute »
 
All these arguments could be levied by any industry associated with any gTLD, new or...
Reader: Doug Barnett
 
Article: Wineries May Lose Internet Domain Dispute »
 
Do brands get hijacked now? Even though .wine does not yet exist, are there false...
Reader: Larry Chandler
 
Article: Resistant Weeds Threaten Vineyards »
 
Roundup is not benign. It does not always break down in a day or two...
Reader: Robert Rex
 
Article: Resistant Weeds Threaten Vineyards »
 
Mitigating water use in the vineyard in the first place is also an applicable tactic....
Reader: Guest
 
Article: Resistant Weeds Threaten Vineyards »
 
Having managed vineyards that have used both approaches, I would say that a diverse approach...
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
 Sales Representative (...
 Manhattan, NY
Sales and Marketing
 Harvest Vineyard/Winer...
 Napa, CA
Winemaking and Production
 Central Texas Regional...
 Austin, TX
Sales and Marketing
 Houston Area Regional ...
 Houston, TX
Sales and Marketing
 Credit And Customer Se...
 New-York, NY
General Administration and
 Sales Executive
 Flexible, CA
Sales and Marketing
 Central Regional Sales...
 Chicago, IL
Sales and Marketing
 Tasting Room Sales Ass...
 Healdsburg, CA
DTC, Tasting Room and Retai
 Wine Technician, Stags...
 Napa, CA
Winemaking and Production
 Sales Representative -...
 San Francisco, CA
Sales and Marketing
 
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.