UPM Adhesive Materials has launched a new global showcase of high-performance label materials tailored for the wine and spirits industry.
The curated “Premium Performance” collection brings together materials selected for their converting reliability, durability under challenging conditions, and ability to enhance brand storytelling through design.
Available in Europe, North and South America, and the Asia-Pacific region, the new sample folder features five distinct label materials, each paired with a printed and unprinted sample. The selection highlights the materials’ strength in delivering superior wet opacity, moisture resistance, and adhesion performance — qualities essential for applications such as ice bucket submersion and intricate embellishments.
“With increasing demand for premiumization in the wine and spirits market, our materials are engineered to ensure both aesthetic appeal and technical excellence,” said Lisbeth Saarinen, Senior Manager, Global Marketing at UPM Adhesive Materials.
To illustrate regional craftsmanship and cultural diversity, UPM collaborated with leading design agencies on five concept labels representing key beverage categories: Champagne (Italy’s Robilant), Baijiu (China’s Excel Design Shenzen), White Wine (Australia’s Denomination), Bourbon (USA’s Dando Projects), and Tequila (Argentina’s Tridimage and partners).
“Premium today is about storytelling, cultural richness, and emotional connection,” explained Hernán Braberman, Creative Director at Tridimage, who described how the collaborative tequila label DIVERSA celebrates diversity through design and detailed finishing enabled by UPM’s materials.
UPM also joined forces with surface finishing experts KURZ and H+M for hot-stamping transfer materials and tooling, Grafical for printing, and packaging specialists Verallia and Vinolok, reinforcing its commitment to value-chain collaboration in delivering premium experiences.
UPM Adhesive Materials develops and supplies innovative self-adhesive label materials, graphic solutions, and specialty tapes for global markets. With a focus on performance, sustainability, and customer proximity, the business supports diverse industries including wine and spirits, food, and consumer goods. Employing around 3,200 professionals worldwide, UPM Adhesive Materials recorded sales of nearly €1.6 billion ($1.7 billion) in 2024.
