When we talk about senses, the sight and touch react before the smell and taste. The color, texture or thickness of the paper of the label are very important issues in the beverage market and other gourmet products. In the 18th century the only existing labels were simply white manuscript, now, the variety of papers, designs and printing technologies have become one of the most effective marketing tools
Self-adhesive Materials MANTER isa companyof FedrigoniSpA
Parallel Lives? MANTER is a company of Fedrigoni SpA
Quantitative Analysis Qualitative Analysis Beer Vs. Wine. Substitute products? What can Manter offer to the market?
Quantitative
The world production was down around 6 percent in 2012 at a 37 year-low of 251 million hls, with EU production falling more steeply by 10 percent to 141 million hls. Source: Ernst & Young Source: International Asociation of Wine and Vine (OIV)
Source: The Brewers of Europe Source: Fondo Español de Garantía Agraria
Source: Ernest & Young Source: Alexander Watson Associates 2010
Source: The Brewers of Europe 2011 Source: Deloitte
2008 2009 2010 2011 France 333 386 442 Germany 1328 1331 1325 1341 Italy 266 347 391 Spain 43 49 66 88 Switzerland 270 280 323 360 UK 725 745 824 946 Source: The Brewers of Europe 2012
In 2011, craft brewers represented 5.68 percent of volume of the U.S. beer market
Qualitative
Hedonism Especialization Taste Variety Knowledge
The wine is a prestigious beverage, sophisticated It s related directly to experiences and needs of complacency. In many cases, quality by itself is not enough.
More and more varied alternatives, flavors... It is associated with the pleasures of good food
Its consumption is"sophisticated, implies a knowledge The consumer is always looking for a better wine Great quantityand varietyof informationsources makeseasier thepromotionof the wine culture
There are growing options for purchasing premiumarticlesin boutiques, specialty stores thatconveythe feeling that they are experts, promote personalized attention and guarantee the origin of the products. Supermarkets boutiques
In a mature market, wineries are forced to direct their efforts towards different groups of consumer and outlets Branding as an important way of segmentation. The wineries needs to show-off an unique personality of its wine through its visual image.
Substitute products?
- In this analysis, we will take 2 segments of the wine industry and analyze the potential impact of the brewing industry may have on the sales of these 2 categories - The conclusions are the result of a empirical analysis which have taken into account variables such as: Wine consumption per capita Total consumption of wine Consumption of quality wine Consumption of table wine Beer consumption per capita Consumption of beer Soft drink consumption Total production came Average price wine... - Study conducted by IDR-ETSIA. University of Castilla-La Mancha
Consumption of table wine is: Inversely proportional to the price High elasticity to a change in consumption of beer (a 10% increase in beer consumption depresses consumption of table wine a 10.3%) Virtually no relationship to the consumption of soft drinks Conclusion: An increase in the price of table wine depresses consumption, and beer is a substitute product.
Consumption of quality wine has: Direct relationship with price and the consumption expenditure of the families No statistically significant relationship between consumption of quality wine with beer consumption Conclusion: Not substitutability consumption between quality wine and beer
Is premium beer fighting for the niche reserved for products considered as "quality / premium products? Will the beer become a subsitute /complementary product of quality wine?
This figth to become a premium/luxury product will cause an important impact in the beer label sector.as happened in the wine label sector
What can we offer the brewing industry?
Does Manter have metallised, semi-gloss white paper or no label look film (whitenning resistant) between its range of products? Yes But,what novelty/development is offering Manter to the brewing industry?
Diversify the possibilities of differentiation
1) No glue lines are shown through back of the bottle 2) Wider range of shapes and desings 3) More consistent alignents and application of multi-part labels 4) Faster changeovers Flexibility 5) Wide range of adhesives and papers specially developed to withstand hard wet conditions
With wine quality at all-time-high levels, product differentiation is increasingly marginalized. The label often becomes the determining factor
Constellation Jade Raster Ultra WS
Constellation Jade Raster Ultra WS
Constellation Jade Raster Ultra WS
Constellation Jade Raster Ultra WS
Acquerello Bianco Ultra WS
Tintoretto Gesso Ultra WS
Cast Gloss Silver Matt Ultra WS
Vacuum Metal Silver Ultra WS
Cottage Premium White Ultra WS
Constellation Jade Arpa Ultra WS
Constellation Jade Silk Ultra WS
Acquerello Camoscio Ultra WS
Constellation Snow Vergata Ultra WS
Sirio Pearl Ice White Ultra WS
OPP Clear + PET 30
But what about the hard wet conditions that must withstand the beer labels?
ULTRA WS Treatment The paper that behave like a film
COEX Adhesive
Without Ultra WS Face material Adhesive Glass With Ultra WS Face material Ultra WS treatment Adhesive Glass
The front of the collection ULTRA WS are the best partner for your bottle to enjoy a high quality label and a optimum degree of opacity for their graphic patterns are intact. They are designed to avoid wrinkling and contractions gets the label when the bottle is facing high humidity conditions. Finally, the reduction of the movements to strengthen its stability is also an achievement that we guarantee all our range ULTRA WS.
TEST 1: Spray Test This test is conducted using a plain self adhesive label (no printed) on a standardised glass bottle that is then sprayed with water
TEST 2: ice-bucket This test is conducted using a plain self adhesive label on a standardised glass bottle and is submerged in water/ice 2-3 days after the label has been placed on the bottle. Its Resistance level is then checked
TEST 3: Fridge We put the labeled bottles in a fridge during the 3-4 weeks. The fridge door is opened 5-6 times every day, so label behaviour in front of condensation is tested.
Some customers which are already using the Ultra WS range of MANTER:
All these well known brands, and many more, are already using very special papers which have helped these companies/brands to achieve and stay in the hall of fame of the premium beverage industry. To create a premium/luxury image To build a premium brand Remember, the luxury can be found in little details.and little details are everywhere. The label, is not an exception
THANKS christian_gali@manter.es MANTER is a company of Fedrigoni SpA