UPM Adhesive Materials has introduced a refined selection of Premium Performance label materials created for the wine and spirits sector. Each option has been handpicked for its converting accuracy, reliable performance, and ability to enhance both brand image and consumer appeal. The collection is presented in a new sample folder now available across Europe, North America, South America, and the Asia-Pacific region.
As the global premium alcoholic beverages market is expected to grow at a compound annual growth rate (CAGR) of 10.89% and reach $1.686 trillion by 2034, the industry’s push toward premiumization continues to intensify. With brands increasingly relying on packaging to convey quality and distinction, UPM’s latest folder gives printers a practical, hands-on way to present premium label materials to their customers.
Inside the folder are five label materials, each accompanied by a printed example that demonstrates how UPM’s substrates handle intricate designs and decorative finishes. The set also features unprinted sheets with removable labels, giving printers the chance to review technical details, test adhesive strength, and see how each label performs once applied to a bottle.
These materials come from UPM’s Premium Performance range, well regarded across the industry for their strength and dependability. They combine high wet opacity, firm adhesion, and moisture resistance, even when placed in ice buckets. Designed for high-speed converting and finishing, the labels retain their appearance and performance under demanding production conditions.
“Printers working with wine and spirits brands face high expectations for both visual impact and technical reliability. Our premium label materials are designed to meet these demands, ensuring smooth converting and consistent performance throughout the product lifecycle,” says Lisbeth Saarinen, Senior Manager, Global Marketing at UPM Adhesive Materials.
To bring the materials to life, UPM collaborated with creative agencies around the world to design five regionally inspired labels for signature alcoholic beverages:
- Champagne, Italy: Robilant
- Baijiu, China: Excel Design Shenzen
- White wine, Australia: Denomination
- Bourbon, USA: Dando Projects
- Tequila, Argentina: Tridimage X Boldrini & Ficcardi X JVD X INFINITO X LIP
“Premium today is about more than esthetics – it’s about storytelling, cultural richness and emotional connection. We collaborated with four other Latin American design agencies to create the tequila label DIVERSA: a shared concept that celebrates diversity through design. UPM’s premium label materials allowed us to use intricate embellishments and fine details with confidence,” says Hernán Braberman, Creative Director at Tridimage.
To realize these designs, UPM partnered with KURZ and H+M for hot stamping transfer materials and precision tooling, while Grafical oversaw expert printing. Additional collaboration with Verallia and Vinolok, producers of premium glass packaging and closures, reinforced the value-chain partnerships that brought each label concept to life.