Baarsma Wine Group | Eastman Innovation Lab

Baarsma Wine Group

A new take on contemporary wine branding with Eastman Embrace™ HY copolyester



Baarsma Wine Group


Baarsma Wine Group developed a contemporary branding strategy for its 94Wines range. The range includes #50, a dry white wine whose packaging is sleek and minimal. The sleeve includes the color, name, a one word description, and a QR code. The code is read by a smartphone, using the free App from, 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 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.”


Eastman Embrace™ HY copolyesters supported the creation of a soft-to-the-touch label, ensuring that the container is pleasant to pick up. The label was also matched to the wine color, providing an exclusive appearance for Baarsma. In addition to attractive labeling, shrink film made from Embrace™ HY offered 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. The controlled high shrink of Embrace™ HY with up to 70% shrinkage, enabled the film to form successfully around highly complex or contoured containers, yet the low shrink force and machine direction growth prevent gaps 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.