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Wine industry packaging innovations

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A RANGE of new packaging options, which will create direct communication opportunities between wineries and consumers, is now available to the Australian wine industry.

Pemara Corporation , one of the leading label technology companies in the Asia Pacific region, has established a new specialist team to market these innovative products.

The company, which has five production and business centres in Australasia, and an off-shore factory in Kuala Lumpur, has been providing commercial label solutions since 1966.

After pioneering self-adhesive products such as the Peel-n-Stick stamps for Australia Post and vehicle registration labels, Pemara acquired the local licence for Fix-A-Form, a labelling system which allows manufacturers to create extra space to communicate detailed information and promotional messages in the packaging process.

Pemara Wine Division marketing manager Roz Howard said Fix-A-Form had been used extensively in the consumer goods industry but until now had not been frequently used for wine promotion.

"The new Fix-a-Form Auto Collar and Wobbler have an enormous range of applications which will provide an essential point of difference for wineries wishing to expand their direct communication to wine consumers.

"The Auto Collar is the only neck tag that can be automatically applied to a bottle during the packaging process and, using the Fix-a-Form process, a substantial amount of information including text and graphics can be included,” she said.

"The Wobbler is a similar packaging device, consisting of a folded leaflet in a self-adhesive tab. It hangs from the bottle, like a shelf wobbler, and gives an extended text and graphics area for consumer messaging.”

Roz said the technology was ideal for direct marketing initiatives such as competitions, special offers, recipes, games, merchandise, collectables and tasting notes.

Communicating directly with consumers and establishing a strong visual point of difference was becoming more important for wineries who were facing increasing retail consolidation and competition.

Pemara is also an Australian leader in digital label printing, which according to Roz is the future direction for small to medium winemakers wanting to offer a striking point of difference.

"Using traditional print technology, short runs of labels are expensive, but for small wineries digital printing can be cost effective and quick on the smallest order," Roz said.

"It offers enormous flexibility, for example with artwork alterations and differing label requirements from overseas markets. It also offers very high quality in short runs."

Digital printing can be undertaken direct from disk so no film or printing plates are required and there is a significant reduction in set-up times.

This not only means positive cost outcomes but also environmental benefits, which are particularly significant in view of the National Packaging Covenant.

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