All4Labels Global Packaging Group has developed a new global business strategy to sustainably develop the wine and spirits sector, starting with a dedicated marketing campaign designed to shape the experience of consumers through ‘unique, precious and sustainable’ labels and packaging.
This will take the form of a showcase – Motherland – which will display the unique essence of each product and its local heritage through eye-catching design. In the coming months, All4Labels will be producing eight special label concepts on bottles of wines and spirits from Argentina, France, Italy, South Africa, Mexico, Russia, China and Germany. These countries represent the locations of the group’s blue-chip sites that are specialised in the wine and spirits segment, and each will feature a product that is typical of the local market.
Created together with its newly launched packaging design division, All4Graphics, each label will seek to embody the natural beauty and traditions of the region of origin, whilst demonstrating All4Labels’ technical and innovation capabilities. The labelled bottles will be unveiled at dedicated local events, kicking off in Cape Town, South Africa today (9 February, 2022).
All4Labels noted Motherland as an, ‘opportunity to address the importance of building an open environment with meaningful relationships throughout the entire value chain.’ As such, All4Labels is working closely with partner companies to share this ethos, including Avery Dennison, Fedrigoni Self-Adhesive, Kurz, H+M, Estal, Actega, Nilpeter, Omet, HP Indigo and Luxoro.
From a sustainability perspective, labels and packaging as part of the Motherland showcase have been produced using materials and technologies designed to reduce the carbon footprint by as much as 80% compared to conventional means of producing premium labels. This includes a specially developed and deployed embellishment process that avoids waste while ensuring an exclusive tactile and visual effect.
Motherland will also highlight the value of its All4Labels Smart + Secure business, which can embed smart features such as brand security. gamification and traceability in order to support the customer experience through analytics.
Paola Iannone, vice president, marketing and communication at All4Labels, added, ‘Conscious of the new digital era where metaverse is evolving into a new reality we will explore how a virtual world can impact on people’s behaviours. With some real applications, All4Labels can link bottles to an NFT marketplace, to show how advanced avatars could revolutionise virtual engagement.’
All4Labels CEO Adrian Tippenhauer commented, ‘We are embarking on this campaign to highlight our presence as a main player in the wine and spirits market and to show our high premium solutions. Motherland will demonstrate in very real terms how All4Labels is pioneering innovation with bold creativity, high quality and sustainable packaging solutions for local and global wine and spirits brands.’
Overall, this strategy will also allow All4Labels to enlarge its presence in the developing wine and spirits market. Guido Iannone, All4Labels CSO, said, ‘Wine and spirits has been a core focus for the All4Labels sales strategy for a long time, and we have developed an extremely high level of technical expertise in label production with exceptional finishes and embellishments for premium brands. We are now using this expertise to drive new growth opportunities for us, for our partners, and our customers.’
