PD_Packaging Digest

Packaging Digest, Fall 2016

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©2016 Shurtape Technologies, LLC. SHURSEALSECURE.COM 1.888.442.TAPE Problems exist in packaging lines that you are not aware of – issues that negatively impact operational effi ciencies. It's time to fi x the problem. Learn The Sticky Truth about Packaging Visit us at Pack Expo, Booth N-4940 23 www.PackagingDigest.com FALL 2016 // TRENDS Direct-to-glass decorating is making a comeback in some markets, such as wine. It plays a central role in Reed Wine Cellars' new packaging design, which features bold graphics that start on the body of the bottle and extend up the neck. To execute the design, the winery uses a combination of applied ceramic labeling (ACL) and a technique called Mask Spray, from Quest Industries (www.questllc.com). The spray technique is used to decorate the top of the bottles; ACL is used for the brand name on the bottle's front and also for legal language and other text on the back. Because the sprayed coating completely covers the top of the bottle, the package looks like it was dipped in wax. A detailed lion's face appears on the front shoulder of the bottle, as if stamped in the "wax." The spray technique offers a full-coverage solution not available with ACL and other decorating methods. The Mask Spray process starts with masking bottles and spraying them either with ceramic coatings, as in Reed Wine Cellars' case, or with organic coatings. The bottles are then heat cured, and the masks are removed. Up to four colors can be applied on a bottle, with high- quality rendering of f ne details. Neither the ceramic or organic coatings use heavy metals, so they are compliant with California's Proposition 65: The Safe Drinking Water and Toxic Enforcement Act of 1986 that requires a warning label on any product sold in California that contains chemicals, such as heavy metals used in many packaging inks, known to the state to cause cancer and birth defects or other reproductive harm. The Mask Spray coatings still provide vibrant color without the use of heavy metals. Complying with Prop 65 is a big deal, especially since California is home to so many wineries. Although each varietal from Reed Wine Cellars—Cabernet Sauvignon, Zinfandel, Cabernet Franc, Tempranillo and Chardonnay—has a unique design, the spray technique brings continuity to the brand family. The winery's packaging represents the f rst commercialized application of Mask Spray; the technique has given "my brand a unique identity," says Ryan Reed, who is the owner/winemaker at Reed Wine Cellars and also the chief technology off cer at Quest. "I was looking for a simple, yet distinctive look that would be immediately identif ed as a Reed wine." Signif cantly, the spray decorating method "allows the entire bottle to become a creative canvas, unlocking design options that were simply not available before. The shelf appeal of the brand also increased dramatically, because I was able to decorate parts of the bottle no one else can," explains Reed, who designed the graphics himself. "When a consumer is facing the 'wall of wine' in a retail setting, the Reed Wine Cellars bottle stands out on the shelf because it breaks the line of sight of the numerous bottles decorated by traditional paper label or ACL," he adds. In addition to gaining a marketing advantage, Reed Wine Cellars was able to reduce packaging costs with the spray decorating: The graphics completely cover the neck of the bottle, so there's no need for a capsule. "The savings of eliminating the capsule in my case was between 15 and 25 cents per bottle," Reed says. "Since I produce fewer than a 1,000 cases, the capsule cost was high. Depending on the varietals, I was either using tin or polylaminate capsules." As a f nishing touch for the package, the winery uses corks printed with the Reed logo. The Mask Spray technique is automated and scalable, making it suitable for up to mass-market production volumes. "The whole process is integrated into a single- pass, automated production line," Reed says. "This integrated line allows for maximum process control and eff ciency that can handle anywhere from a few hundred cases to hundreds of thousands of cases and more." — Kate Bertrand Connolly, Contributing Writer Top-to-bottom decorating distinguishes wine bottles The spray coating stands out at the "wall of wine" and brings brand continuity to the varietals.

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