Reeling in Wine Consumers

A sticky proposition

That’s all good, but what if it doesn’t stick? Adhesives are key, Sage admits, citing high heat and humidity, intense cold, and water vapor as factors that can undermine the application of even the most gorgeously crafted label.

“We’re also smashing the heck out of these labels with foil stamping and embossing,” a process that can “deaden” the adhesive. “Combine a foil border with a dead adhesive and you get ‘flagging,’ where the edge of the label peels off,” he says. On top of this, Tapp faces an additional challenge from customers that want it both ways, a label that will stick, but be removable.