Digital printing - Keeping up with consumer trends - English

Digital Print 101

Keeping up with consumer trends

Dear reader, Today’s consumer landscape is a fast and ever-evolving place. With more choice and access to education than ever before, today’s wine and spirits consumers are savvy and demanding. In response to these changing tides, brands today must be agile and responsive.

In this whitepaper, we share with you how MCC’s digital print platform can provide you with quick turn solutions, enabling your brand to go to production quickly, and also easily pivot when needed. Digital technology allows for the utmost in individualization, including unlimited design options in a single print run. This capability can provide you the ability to test market different design concepts easily, or incorporate a collage of graphics, a feat not doable with other print platforms.

With the same impeccable level of quality as other print solutions, digital technology also allows for a wide range of unique embellishments, regardless of quantity. This makes it the ideal solution for low order volumes.

For customers typically printing large volumes on other platforms, digital can provide the perfect opportunity for special seasonal marketing releases or limited edition runs.

We have also featured several customer case studies from around the globe for you to draw inspiration from. Learn how others have benefited from digital print’s speed, versatility, and personalization to maximize their brand’s impact in the market.

We are excited to share our knowledge and experience with you, and hope it spurs creativity, drive, and the quest to let your label tell your story.

Cheers!

The MCC Wine & Spirits Team

In this issue

4-9

Digital print: the solution for a changing consumer

18-23

Digital print goes above and beyond

10-17

So many possibilities to stand out on the shelf

“Digital Print 101. Keeping up with consumer trends.” is a publication of MCC. Copyright © by MCC. All rights reserved. The content of this document, including all copy, images, and attachment(s) are property of MCC and should be treated as confidential. It cannot be shared with or forwarded to third parties and cannot be published without MCC’s prior permission. If you have any questions regarding the use of this document, please email marketing@mcclabel.com.

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Digital print: the solution for a changing consumer Today’s consumer landscape is a fast and ever-evolving place. With more choice and access to education than ever before, today’s Wine & Spirits consumers are not only savvy, but also particular.

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Today’s consumer The shifting landscape is led by the powerful millennial generation, a group that has managed to disrupt traditional market trends with its preferences. They know what they want, and more importantly, they know what they don’t want, in the products and brands they embrace.

This commanding demographic has several key traits that distinguish it from its counterparts:

Environmentally conscious They value brands and products that are sustainable, natural, and earth friendly.

Uniqueness is king Individuality and differentiation are important, not only in themselves, but in the products they use.

Personalization is a big plus to this generation.

Social media savvy Millennials grew up in a socially connected world.

They are well-versed in sharing their preferences and experiences with others in their network.

Brand agnostic For the aforementioned reasons, brand is less important to this generation than substance. They will rally behind brands and products that fit their lifestyle and preferences, often disregarding history or reputation.

Seek experiences They thrive on experiences and enjoy sharing these with their friends and loved ones.

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Today’s consumers are dynamic, creative, and agile.

We are proud to offer solutions through our digital print platform that can respond to these needs, with both speed and innovation.”

Rachel Tzirin, Global Sales Manager Digital Print, MCC

Product lifecycles are getting shorter 2,25 Years

1980’s 1990’s

1,67 Years 1,08 Years

2000’s 0,62 Years

Today Tomorrow 0

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Source: Colgate-Palmolive business analysis

200

300

Launch

400

Replenish

500

600

700

800

900

Phase Out

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Responding to the trends: the digital print solution In response to these changing tides, brands today must be extremely agile and responsive. Their offerings must be refreshed often, showing not only innovation and creativity, but a desire to engage and connect with consumers.

Above all, the pressure on brands to get to market quickly is stronger than ever before. The product lifecycle has changed dramatically, with speed to market increasing by over 70% over the last several decades. Brands must keep up, or risk being left behind.

Though not new, the digital print platform has been a benchmark of adaptability. Its core benefits make it an ideal and versatile solution for today’s dynamic consumer set.

Reduced cost With digital print, you don’t have to be dependent on product life cycles. Print what you want, when you need it.

Time to market Speed is everything. Without the tooling, setup, and production times needed for alternative printing methods, digital print jobs can be turned around extremely quickly, often reducing lead times from weeks to days.

Variable Data Since digital print is a plateless printing technology, the possibilities are literally endless. This flexibility delivers a unique brand experience, with the ability

to create collage, variable numbering and imaging, and much more. This differentiation provides countless opportunities for customer engagement, loyalty, and marketing campaigns.

The personalization capacity of variable data is one of the most attractive features for creative brands and marketers. Using this innovation, brands can reflect individuality and promote brand loyalty.

Mosaic allows for hyper-customization of labels, with the ability to produce totally unique and customized versions, so every single label could be different from the last and 100% unique. Studies have shown that this uniqueness resonates with today’s consumer. It can also be leveraged for seasonal or specific marketing campaigns, point-of-sale displays, wine club or loyalty programs, or any other creative use that can be dreamed up.

Similar in concept to Mosaic, digital print can also provide what is known as a collage effect. Where as Mosaic prints completely unique images on each label, collage takes the same elements, yet renders them in differently on each label. Using one file, the art can be rotated, scaled, or changed in color to create different designs, maximizing the overall impact of your packaging.

Environmentally conscious Digital print produces less waste, a lower carbon footprint, and non-renewable energy consumption. With its capacity for short runs and just-in-time production, it greatly reduces scrap and waste.

Digital saves you time and money by optimizing production Analog printing workflow

Design & Prepress

Plate making

Make ready registration

Make ready color

Printing

Digital printing workflow

Design & Prepress

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Printing

Converting

Finished product

Storage

Converting

Finished product

Storage

A label fit for a king

Success story: Speed to market

Get inspired by the following customer success stories, highlighting how MCC’s digital print solutions helped customers achieve their individual goals.

Anarchy Wine Company MCC San Luis Obispo, United States After years of making wine for others, winemaker Christian Tietje struck out on his own and founded Anarchy Wine Company. Located on the picturesque Central Coast of California, Anarchy is known for its bold and unorthodox style – both in its wines, and its personality.

In an ever-increasing crowded marketplace, speed to market is often critical. Anarchy Wine Company approached MCC with a short lead time and a clear vision for its new bottling of wine, Farewell to Kings. In this case, MCC was able to streamline the pre-production process, without compromising any attention to detail on this very high-end, elaborate label. The winemaker’s vision was a unique twist on a king, which was captured with the use of intricate gold foil and emboss. Achieving this look was heavily dependent on the rapid turnaround of the artwork approvals. The

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24-hour turnaround of these modifications results in a speedy customer review, and subsequent die ordering. The entire Farewell to Kings project was turned around in just two weeks, from idea conception to print.

The label was so impressive, it won the 2020 Speed to Market category in the annual Inkspiration Awards from HP and DScoop. Each year, these awards recognize printers’ outstanding work using HP digital printing technology. These awards aim to recognize contributions that push the boundaries of digital print technology. This label was produced at MCC San Luis Obispo and was able to flawlessly execute a rush job to meet the customer’s bottling and marketing timelines.

We were ecstatic to hear the incredible news of this award! Working with such a creative client and being able execute on such a tight timeline was a huge collaborative effort for all involved.

The details on the label turned out exactly as the winemaker envisioned.”

Jose Ledesma, Order Technician & Ink Specialist, MCC San Luis Obispo

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Success story: Variable data 8

A lifetime of seasons gathered on a bottle with unique labels Famille Rochet | MCC Libourne, France

The Rochet family, wine producers in the Bordeaux region, wanted to develop a colorful range of wines covering all seasons to match their brand name: “the four seasons” ... of Bordeaux. They wanted to step out of the traditional world of Bordeaux wines by putting emphasis on the label design, and look-and-feel.

The client’s vision gave MCC’s in-house designers the opportunity to integrate the digital printing process Mosaic. Mosaic offers the advantage of generating unique labels, each with a distinct, one-of-a-kind print. The integration of this technical process allowed the brand to redefine itself – moving from the initial four seasons, to 1,001 seasons, each with a unique label.

The graphic transposition of these elements and the enhanced representation of the plant (which illustrates the passage of time and seasons on the property) is a marriage of concept and technique. The finished product presents a range of “collector” wines where each product is unique, and proposes a singular universe within a larger whole.

A simple concept, seasonality, with a strong identity – the 1001 seasons of Bordeaux!

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So many possibilities to stand out on the shelf Unique labels for lower volume brands and limited editions A quick solution does not necessarily have to be a ‘boring’ solution.

Digital printing techniques have a lot of possibilities to add the bells & whistles to your design, and on top of that, to you make each label unique. Below are listed the possibilities and special effects of digital printing, focusing on unique labels. What a great opportunity to show off your limited edition or small run, right?

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Unique techniques make customization a reality

Embellishment options to achieve any look

Mosaic: one pattern, endless perspectives Different perspectives of the same pattern will be printed on the label. The output of mosaic labels are endless. The Mosaic software program crops, rotates, expands, and mixes seed files to create randomized artwork patterns that produce a 100% unique label for each unit. Digital print that utilizes the HP Mosaic software can vary the image (background or fixed image) in many ways.

Special inks The use of special inks makes it possible to achieve a wide array of looks. Achieve a mid-brilliance look with silver ink, comparable to a foil look. Or stand out with the impact of fluorescent ink to really make a statement.

There is also the option of invisible or fade resistant inks for security measures. These types of ink for digital printing are truly in a class of its own. Combine special inks with mosaic, collage and/or variable data, and your label will be even more unique. Metallic inks mixed with digital inks can create a pantone book of metallic effects.

Collage: same components, different look This is another unique technique available through digital print. The labels are made out of the same components, but those components vary randomly in size and place. The HP printer changes these elements randomly, which also gives endless label designs.

Variable data: personalize your bottle This type of printing allows you to personalize texts and even images. Perfect for adding a touch of innovation and differentiation to your labels. The various print engines can recreate randomized image/ data from the variable images/data supplied. This will allow a new digitally-generated image/data (random or sequentially generated) on the base artwork, with or without repeats, throughout the entire production. It’s a great feature for games & promotions – there will only be one winning number.

Substrate and face-stock versatility There are no strict guidelines on which substrate and face-stock you should use to print digital labels. Our team of experts will be happy to inform you on the options. Together with you, we’ll make sure you have the best label possible, within your budget and desires.

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Success story: Unique embellishments

Explore the following success stories to learn how these customers achieved highly embellished and individualized labels using digital print.

Rich family tradition results in breakout branding Casa Vinicola Canella MCC Piedmont, Italy Inspired by the famous LIDO of Venice, this project represents a turning point between the second and the third generation of Casa Vinicola Canella. Lido Prosecco Rosé is just the beginning of a project that builds, day after day.

This wine is characterized by its rosé color and a fine and persistent perlage. On the nose stand out the fruity hints of cherry and wild berries, which accompany the delicate floral notes. On the palate it is fresh, lively and pleasantly dry with good aftertaste persistence.

Lido Prosecco Rosè is made even more special thanks to its label, whose peculiarity is given by the perfection of the register of overlapping colors, thanks to the 8-color digital printing. The label has been then completed with a glossy lamination finish and braille varnish.

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MCC proved itself an excellent partner in the most delicate phase of realization of the label: physically transforming an idea that is born in the head. And even once the label was made, it was truly remarkable and appreciable the commitment by MCC to help us in analyzing the work done together up to that moment, to arrive at a result that fully satisfied our ideas.”

Tommaso Canella, Owner of Casa Vinicola Canella

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Success story: Special inks

Eins Zwei Zero: a digital label with great embellishments Leitz Winery | MCC Bingen, Germany Leitz is a state-of-the-art, export-oriented winery in the heart of Germany. As demand for alcohol-free wines is trending, Leitz has a well-reputed portfolio of alcohol-free products. The winery first contacted us 20 years ago. Apart from a pause of just a couple of years, we have printed their complete label assortment since then.

Digital label The assortment includes Eins-zwei-zero: an alcohol-free Riesling. It is not only dealcoholized, but also low in fat and sugar, with roughly one third of the calories contained in traditional wine with alcohol.

Such a trendy, healthy wine needs a trendy label: a digitally embellished label, available in four stylish colors. Digital printing is the best solution for smaller quantities, as in the case of Eins-zwei-zero.

Added value with silver foil We are constantly innovating our digital printing. Since last year, it has been possible to add silver foil, which creates an absolutely brilliant effect and added value for the design. Leitz was very keen to enhance its label with a premium look. We modified the label in January 2020, using a new material (constellation paper) and new embellishments: embossing and silver foil.

This innovation is also extremely efficient.

Embellishments are now applied at the same time, during a single stage of the production process. There is one tool simultaneously responsible for embossing and foiling. The new look was immediately approved by Leitz and its customers.

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Success story: Mosaic

From a party to a label challenging times bring new opportunities Cofield Wines | MCC Victoria, Australia

For the past eight years, Cofield Wines have held the Pink Pedal Party in November to raise money and awareness for Breast Cancer. Due to the challenges of 2020, and not being able to hold the Pink Pedal Party, they wanted to find a different way to hold a fundraiser. This was where the idea was born to collaborate with a local artist to create an artwork that could be then turned into a label for a limited release wine. The biggest challenge was to have value for money, whilst still being innovative and eye-catching.

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Unique labels with Mosaic printing To meet their wishes, we suggested a digital printed label with variable data, which means that every single label is unique. When we briefed Cofield Wines on the concept, they embraced the idea whole-heartedly. The concept sat outside their more traditional labels and branding, taking them down a new and exciting path.

We held a consultative, innovative, and solution driven approach to overcome this challenge and turn it into a great opportunity. Together with the artist, the customer presented us an abstract painting. We assisted in creating a label based on that painting, while holding on to the budget.

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We then sort about putting together a concept for them, based around utilizing Mosaic on the abstract image.

The abstract nature of the image lent itself to using the variable image tool. Once a design was settled on, we then provided the customer with PDF proofs of what the variable images would look like.

Foil and color to stand out The next issue to resolve was ensuring the branding stood out. We decided to utilize a foil with a color that was different; however complimentary to the painting color scheme. This tool is a common tool, with no vintage information so they can utilize this on an annual basis to keep costs down.

You listened to what we wanted to achieve and really understood the project. Your suggestion to create mosaic induvial pieces of the artwork sounded very intriguing and exactly what we were looking for. The Rare Rosé has been extremely well received by the Cancer Centre, our community and our customers. We look forward to do a similar project with your team next year and can’t wait to see what we come up together!”

Bronwyn Tyrell, Wine Club Manager & Marketing

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Success story: Variable data

Tara Atacama uses digital print variable data to stand out Ventisquero Vineyard | MCC Santiago, Chile The label on a wine bottle holds an important role – it is the first impression and presentation to the consumer. Through the label, they can learn about the characteristics of the wine they are about to purchase, as well as many other details.

Some data on the label is mandatory for regulatory purposes, and some is purely informative, the mouthpiece of the producer.

In this article we focus on the inclusion of the bottle number, a piece of information that is sometimes mandatory. In Chile, home to Ventisquero Vineyard, the regulatory council of the corresponding denomination of origin issues the labels based on the number of bottles allowed for each winery. This is all calculated based on the number of hectares of vineyard that each winery owns.

Correlative number (Variable data) In the case of Tara Atacama wine from Viña Ventisquero, its origin and vinification make it unique, thus the winery needed to number these exclusive productions. They chose to do this simply and delicately, with a label that wraps the bottle horizontally and highlights the geography of the winery. The choice of a vibrant textured substrate called Moai Gofrado, captures the essence of the desert from which the winery hails.

Tara Atacama labels are produced on HP Indigo 6800 presses with correlative printing of absolute variable data. Because of this need for sequential numbering, no single label can be lost or compromised. For this, the terminations and revision are carefully worked with a special decrease in the printing that considers the die-cutting, foil, relief and varnish process, which is performed on ABG Digicon machines, in a single pass.

Its origin Tara Atacama has its origin in the driest desert in the world, the immense Atacama, where only 20 mm of rain falls each year. The extreme climate and unique

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soil composition were the inspiration for this Viña Ventisquero project, which took Chilean winemaking further north than ever.

Tara’s three wines come from a single 4.5ha vineyard located 22 km from the Pacific near the city of Huasco at the southern tip of the Atacama Desert. Doing everything possible to allow the character of this extraordinary place to be reflected in the glass, the winemaking is kept as simple and unobtrusive as possible at each stage: manual harvesting, whole bunches, native yeast fermentations, no sulfur dioxide additions until bottling, and stainless-steel barrel or neutral oak.

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Digital print goes above and beyond In addition to helping brands keep up with market trends and being a flexible tool for small volumes, the digital print solution has several other key benefits. In the following pages, we will explore these added benefits, including: • Using digital print for security and brand protection • How larger customers can utilize digital print for unique campaigns • Using digital print to achieve your sustainability goals

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Secure your digital printed label with brand protection Brands are out to tackle the global threat of counterfeiting attacks. Due to customer demand, MCC’s goal is to maximize your firewall with brand security features on your label. HP Indigo solutions are divided into different security levels and types of authenticators. The more levels and/or authenticators you combine, the better your brand will be protected.

Variable data This feature is not only a nice innovation to use in games and promotions; it is also a great way to secure your label. A combination of unique codes gives added protection, and if these codes are registered in a database, it allows tracking down to the item level.

Graphic elements To fight counterfeiting and diversion, MCC can print micro QR codes, serialized microtext, or variable guilloche. These graphics are impossible to replicate.

Invisible elements If your label’s aesthetics cannot be ‘disturbed’ by visual elements, you could consider using invisible ink.

The micro QR codes and serialized microtext can be digitally printed, remaining invisible to the naked eye.

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A flexible solution for unique projects Digital presses expand the scope of label applications, providing excellent print quality, color control, and registration consistency, at an affordable cost for short to medium runs. Additionally, digital printing is becoming increasingly attractive to brand owners because it offers production flexibility, a versatile substrate range, customization, and shorter delivery times.

Quality and versatility Digital printing has the challenge of meeting all the established quality and application expectations of traditional offset and flexo processes, and does so flawlessly, albeit with a very different printing process.

Productivity gains can be made from the automated workflows that digital printing boasts, and lead times are greatly reduced from those of traditional printing processes.

Though traditionally thought of for lower volumes and/or multiple SKU’s, digital printing can be a great solution for traditional offset users with unique one-off projects or promotional campaigns.

Another way to demonstrate the flexibility of this technology is through the marketing possibilities that customers and brand owners can take advantage of. Digital press platforms can have different designs on each sheet, allowing customers to test market a design. Digital allows for changes to colors or design with immediate visibility. This is a great way to decide between concepts before doing a

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complete run. Today, brands can print countless different designs and test their products live on the shelf. With this real time consumer feedback, brands can then go to production with only the designs they know resonate with their consumers.

For customers who are traditionally printing via flexo or offset, there are many use cases where digital print can be the perfect solution: • Holiday campaigns • Temporary/unique marketing or promotional campaigns • Point-of-sale displays • Wine club or collector releases • Private label offerings Print on demand also offers greater flexibility. Label design changes can be made on the fly without having to wait weeks to get a new batch of pre-printed labels or scrap existing printed inventory. Customers also could customize products in bulk in an affordable way; they are never required to order large batches of labels to get a reasonable price.

Lowering the environmental impact Consumers today demand greater and more ardent responses from vendors on their sustainability efforts. In a 2020 report published by the US-based trade organization, Wine Institute, it was found that young consumers of legal drinking age are significantly more engaged with sustainability and view it as increasingly important to protect future resources.

Measuring the impact A methodology known as the Life Cycle Assessment (LCA) is used to evaluate the environmental impact of a given printing technology. The methodology measures 13 impact categories to deliver its rating. In an independent survey conducted on multiple printing technologies, digital print technology showed the lowest environmental impact in all the measured categories.

The LCA is a data-based methodology that considered the impacts and benefits at each stage of the product life cycle – from raw material selection to disposal of the packaging at the end of its life. Because of its holistic approach, LCA is often dubbed a ‘cradle-tograve analysis’.* In the case of HP Indigo brand specific presses, they are often designed with the environment in mind, from the earliest stages of conception.

*Technical whitepaper, HP Indigo, Low environmental impact printing with HP Indigo Digital Presses.

Go green with digital printing Print only what you need, where and when you need it. From long runs and large inventories that may go unsold, to short-run, on-demand printing, it’s the nature of digital to make printing

Add more value Produce high-value print applications and offer more to your customers with customization, versioning, and test marketing.

more sustainable. Our digital printing solutions are built to meet worldwide and local regulatory requirements, which means that by using MCC’s digital print solutions, you do too.

Save resources Eliminate the need to transport inventories from a centralized prodcution location.

Provide reassurance HP Indigo presses conform to a wide span of mandatory regulations at every level. Our credentials are yours.

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Success story: Sustainability

Sustainability in action Casa Santanera MCC Guadalajara, Mexico In addition to its positive environmental impacts, digital print also allows for a variety of label selections with a nod toward sustainability. One such customer to leverage this benefit was organic tequila producer, Casa Santanera. Born in 2009 from the vision of its founder, Pablo Lara, Casa Santanera aimed to restore tequila’s respect. For him, coming from a family dedicated to cultivating agave, the most important aspect involves the plantations, and working them until they reach maturity. This is why it took until 2016 for the first batch of tequila to be launched, after a long and patient wait of seven years for the first agave to mature.

The inspiration behind the brand Through its organic processes and methods, Casa Santanera guarantees the quality of each of its products.

Its tequilas are from the terroir, a term related to the soil in which the plants grow. The company also practices biodynamic farming methods, taking into account the moon phases, planting in a waning quarter, thus ensuring better results for their plants.

The label The Tahona label aimed to represent the ancestral process adopted in that specific batch, as well as the brand’s philosophy of doing things right and reviving organic tequila, the production of which ceased long ago. It was achieved with the design of a volcanic stone grinding the agave, referring to the ancestral process carried out to intensify its aromas and flavors.

For the label’s production, Santanera explained to MCC what its product was about, and most importantly,

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what it wanted to express. MCC understood perfectly and proposed the use of a unique agave fiber paper. This paper recommendation captivated Casa Santanera, and it indisputably managed to express the company’s philosophy, theme, and visual.

The result was a premium quality label, printed digitally on organic paper made from agave fiber waste, and accompanied by a sculptured embossing of the details that reflected the entire look and feel Santanera was looking for on its label.

As a result of this sustainable solution, the Tahona label earned MCC Guadalajara, Mexico a Certificate of Excellence for its Innovative Achievement in Labels/Shrink Sleeves - Recyclable Substrates at the HP Inkspiration Awards 2020.

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If I could say one thing that characterizes MCC, it is that the company takes the possibility provided by the physics of their machines to be able to deliver a label that stands out, to the extreme.

We are quite demanding with regard to the labels we want to create, and MCC has never said that it can’t be done!”

Pablo Lara, Founder, Casa Santanera

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3 reasons to get in touch with our digital experts from around the globe

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This solution provides a quick turnaround time, enabling you to get to market quickly.

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Small order volumes or multiple product SKU’s are ideal for digital print.

Contact Monica Royer at monica.royer@mcclabel.com to get you in touch with your local digital solutions expert

3

Stay relevant and maintain brand identity with easy change of graphics.