We had so much fun touring the wine label production facilities in Napa this summer. We went to our two favorite printers in two, Bergin Glass and Tapp Label to investigate the newest and best practices in wine label printing and design.
Basically you have two options when deciding on a printing method for your wine label – screen printed or paper adhesive. There are pros and cons to each method and some important logistics that will effect your decision.
Screen Printed Wine Labels
Our team at Talk is Sheep Marketing think that screen printed labels offer us some of the most creativity.
Shelf Presence: The more creative the wine label design the more your wine brand differentiates itself from all the other wine brands on the shelf. Negative space and the cleanliness of the printing makes this an ideal choice for most retail, high end wines.
Reserve & Library Wines Differientiating: We really like this printing style for the library wines and reserve vintages, because it really illustrates that the wine is a limited addition “special” wine. Remember marketing is all about communicating value. People make shortcuts in their brains to analyze value – high quality design is shortcut for high quality products.
Price: You guessed it! Price really needs to be considered when opting of the screen printed label. Here is a quote we recieved for a screen label printing:
2,000 labels = $2400
- $250 Art set up
- $250 Film/screen charges ($125/color)
- $200 Sampling charge
And don’t forget shipping. You will have to ship the empty bottles to Bergin Glass before you bottle the wine.
Make sure that you do the math right and don’t print too many bottles. I have heard of that horror story before. They miscalculated by $4000.
Paper Adhesive Wine Labels
Don’t get me wrong. Paper wine labels can be extradorinaly creative. There are so many printing options available on paper labels, the combination of so many creative options are what will really make your brand stand apart from all the other bottles on the shelf.
Combination of Treatments for wine labels:
- Paper Type
- Background Texture
- Metalic finishes
Price: You will generally pay less per paper label than a screen printed label. On the low end you woud be paying around $780 for a 2,000 bottle printing. Shipping costs are next to nothing since they will just be mailing you your roll of labels. You may be charged by your mobile bottle company to apply the labels, which you wouldn’t be charged if you utilized screen printing.
Texture: Screen printed wine labels do have have texture, but nothing like paper labels. The textures can add a delicacy to your label that can give the same percieved value as the screen printed label. That is why you need a good wine label designer that has the capabilty to acheive this outcome.
Diecuting is Restrictive: You can’t get too creative with your shape of your label, the more detail there is to the shape of your label the more likely you will have errors when applying it to the bottle.
Bottle Application Errors: If you hire the wrong designer or the wrong mobile bottling company you can make mistakes when apply the label. Or worse, the label doesn’t fit on the bottle! Make sure that the specs on your bottles are correct otherwise you have a label that wrinkles at the top where the bottle tapers at. But of course – if you hire the right design firm (like us) this will never happen.
Surface Area Restrictions: It’s not that screen printed wine labels don’t have restrictions on printing – they still don’t print on the tapered part of the bottle. But screen printed wine labels can go completely around the bottle, paper labels don’t all that.