NEWS
CODING & LABELLING The appeal of using hot foils
Andy Kerr of API Foils makes the case for the use of hot foiling techiques to produce decorative effects in Scotch whiskey packaging.
THE first mention of Scotch whis- ky dates back to 1495, and since then it has spread across the world with a popularity that spans generations. Some Scotch whisky brands have been around for hun- dreds of years, with the taste and recipe only marginally changing. This is why effective packaging that ensures the product remains relevant to new customers is so important.
When packaging whisky, there is a fine line between appealing to the next generation of customers and not alienating the traditional loyal customer base. Says Kerr, “We work with a lot of printers of whisky labels and cartons and have seen first hand the need for
eye-catching flourishes, especially with the traditional, long-standing brands.
“Shelf-appeal is vital when work- ing with a luxury item, especially as there is more choice than ever, and the consumer is becoming more distracted by niche brands and innovative packaging. How- ever,
maintaining brand image
and recognition is also important, as quality is paramount to suc- cess in the alcoholic drinks mar- ket. Decorative foils allow printers to create bright, sharp and most importantly eye-catching packag- ing, whilst still maintaining brand recognition. “Decorative foils can also create the perception of luxury, which
Decorative foils can help support the perception of luxury in products like Scotch whiskey.
Markem-Imaje meets demand for beverage packaging versatility
The new 9232 S inkjet coder from Markem-Imaje has been designed to meet growing demand for greater beverage packaging versatility.
Easy to use and reliable, the 9232 S inkjet coder prints consistent, high quality codes on a wide range of substrates and at the highest speeds, providing optimal coding integrity and printer availability for beverage manufacturers.
Launched at Drinktec in Munich, the 9232 S offers premium quality coding at higher line speeds than ever before and is suitable for all commonly used beverage packaging including cans, bottles, returnable glass bottles, bricks, flexible pouches, caps, packs and shrink-wraps.
Martin Bailey, Markem-Imaje UK operations manager said: “The 9232 S is capable of printing high quality codes on up to 120,000 products per hour and has been developed in response to demand for greater versatility from manufacturers managing multiple types of packaging substrates.”
Markem-Imaje UK Ltd Astor Road
Eccles New Road Salford M50 1DA
Tel: 0161 333 8555
uk@markem-imaje.com www.markem-imaje.co.uk
34 > packagingscotland
is intrinsic to the Scotch whisky market. By using hot foiling tech- niques, cartons can be embossed as the foil is applied, heightening the sense of luxury and making the packaging tactile, so when a customer picks it up off the shelf, they don’t want to put it down. “It has been documented that on a normal 20 to 30 minute shop- ping trip a consumer is exposed to around 12,000 items, and this bar- rage of products only heightens at peak times of the year, such as Christmas. This is were API Foils has done a lot of work helping printers create something extra special for gift boxes, because you really can’t have too much sparkle and shine at Christmas. “However, one trend we have become aware of recently is the increase in special editions and variations on the classic Scotch whisky recipes. In these instances shelf-appeal is crucially important,
as the limited edition whiskies re- quire a high volume of sales in a comparably short time frame. This is where decorative foils come into their own, as it is a sure-fire way of attracting attention, espe- cially if the design is carefully con- sidered. For instance, a black matt box with embossed black foil can have a dramatic and very appeal- ing effect. “As the limited and special edi- tion trend increases, it may be- come difficult for printers to keep up with the demands of high-qual- ity, luxurious packaging for fast- moving goods. Cold foiling can provide a solution, as it is consid- erably faster and more cost-effec- tive, so is able to keep up with the rapid pace of the new trend. Cold foiling may not produce the true mirror shine that hot foil achieves, but it does offer a good quality alternative for creating that same perception of luxury.”
Silver ink for digital print
HP has introduced a silver ink for the HP Indigo WS6600 Digital Press. Until now, silver metallic print, which is used for the production of more than 2 billion square metres of prime labels, has mostly been printed using conventional print processes. The introduction of HP Indigo ElectroInk Silver enables for the first time the printing of high-quality silver ink on digital print applications, says the company. It opens up opportunities for more jobs, and offers converters a cost-effective, high-quality solution for these needs.
Expected to be commercially available in early 2014, HP Indigo ElectroInk Silver is suitable for a range of label applications, including paint, automotive, household chemicals, beer and soft drinks. According to Cees Schouten, technical director, Geostick B.V: “The new silver ink opens numerous new opportunities for us. HP’s continual commitment to introduce new capabilities and innovation in the platform, give us the agility we need to keep meeting our customers’ changing demands.”
October-December 2013
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