As the global premium alcoholic beverage market surges toward a projected value of $1.686 trillion by 2034, UPM Adhesive Materials has responded with a curated collection of Premium Performance label materials designed to meet the evolving needs of wine and spirits packaging. The new sample folder — available in Europe, North America, South America, and the Asia-Pacific — showcases five advanced label substrates that combine visual sophistication with exceptional converting and adhesive performance. “Printers working with wine and spirits brands face high expectations for both visual impact and technical reliability,” said Lisbeth Saarinen, Senior Manager of Global Marketing at UPM Adhesive Materials. "Our premium label materials are designed to meet these demands, ensuring smooth converting and consistent performance throughout the product lifecycle."

To bring the collection to life, UPM collaborated with top global design agencies and partners like KURZ, H+M, and Grafical to demonstrate the materials' capabilities with rich embellishments and culturally inspired artwork. Featured designs include labels for champagne, baijiu, white wine, bourbon, and tequila, each tailored to regional markets. Hernán Braberman, Creative Director at Tridimage, emphasized the storytelling aspect of modern luxury branding: "Premium today is about more than esthetics – it’s about storytelling, cultural richness and emotional connection.” With innovations like hot stamping, sealing wax, and high-opacity wet performance, UPM’s label materials ensure brands not only stand out on the shelf but withstand the challenges of the supply chain.

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