Embrace™ #50 | Eastman Innovation Lab

Embrace™ #50

Going Dutch: Traditionele wijn met innovatieve technologie


To continue Baarsma Wine Group’s new take on contemporary wine branding for the 94Wines range, Rivièra Product Decorations selected Eastman Embrace™ HY copolyester for shrink film for its white wine #50. Its packaging now reflects 94Wines’ eye-catching design values.

“The 94Wines concept creates a new and contemporary niche for its products”, comments Frans Rienks, packaging designer and converter of Rivièra Product Decorations based in The Netherlands. “The new design for #50 required a combination of the matte white bottle sleeve colour and its printed design to remain absolutely distortion-free in 360-degrees, which Embrace™ HY met perfectly.”

Embrace™ HY film eliminates the need for white background printing and blocks light and UV radiation, often essential to protect container contents. The material’s soft touch ensures the container is pleasant to pick up. And it also matches the wine color to create an exclusive appearance for Baarsma.

In addition to attractive labeling, shrink film made from Embrace™ HY offers a high yield per unit weight, requiring less material for the same size sleeve compared to other sleeve materials, as it has a 30% lower density than other copolyesters. Halogens and BPA (Bisphenol A) are not used in the manufacturing process, so Embrace™ HY is free of both substances. It also provides an easy method for tamper resistant packaging as an alternative to other techniques such as different types of bottle closure.

The controlled high shrink of Embrace™ HY with up to 70% shrinkage, enables the film to form successfully around highly complex or contoured containers, yet the low shrink force and machine direction growth prevent gaps (smiley faces) at container bases. “All bottles are pre-sleeved by us before going to the bottling plant, enabling us to retain a high degree of quality control over the final result,” says Rienks.

#50 is a dry white wine and is identified on the sleeve by the color, the name, a one word description and a QR code, like all 14 wines in the range. The code is read by a smart phone, using the free App from www.94wines.com, and tells the buyer about the wine and its taste; there is also a WineID test that helps identify which wine suits the buyer. The App can store the buyer’s choice on the website so friends and family can be sure of buying the most suitable wine, for example as a gift.