Beverage labels - From Concept to Commercialization

Concept to Commercialization How MCC helps Beverage brands go to Market

Dear reader, We understand that a new product launch or a product rebrand can present a variety of challenges. A well-designed label and product packaging can enhance the product’s likelihood of making it successfully to market and being adopted by consumers. We have built teams of experts in strategic areas to help our customers advance their label from concept to commercialization.

The purpose of this magazine is to present our sales support services so our customers can see how we help develop package decoration in addition to producing premium labels. There are a great deal of considerations necessary to properly produce a label and we’re here to help with every step. Although our services are often taken advantage of by smaller companies our services, guidance and conclusions apply to both large- and small-scale beverage companies.

Ahead we will provide details about the extensive line of services we’ve provided to Beverage companies to help their new product successfully transition from initial concepts through commercialization.

You will also learn about real-life examples of Beverage customers that we’ve helped with premium label solutions.

Thank you and enjoy the read!

The MCC Beverage Team

In this issue 4 Phase I: Concept Consultation 6 Phase II: Project Management 10 Phase III: Application Support

“Concept to Commercialization. How MCC helps Beverage brand go to Market” 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.

Hands-on approach to label development Taking a new, newly re-designed or existing product to market can be daunting. There are many considerations each of which if not perfectly executed can lead to production delays, product misses or reduced impression on the customer–base. In contrast, a well-thoughtout, properly planned launch can lead to tremendous success and significant sales growth.

MCC is here to help our customers with all their labeling needs, from highly embellished premium labels to sustainable post-consumer content labels and all the service steps needed along the way from concept to commercialization.

Ahead you’ll learn more about the steps and services we offer to make your package decorating process as easy as possible. Read more to see how MCC can take some of the work out of your next label development project.

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Phase I

Concept Consultation Bottle Evaluation Bottle or container selection is very important, consider the icon curvature of the Coca-Cola bottle or the unmistakable silhouette of the Absolute Vodka bottle.

These shapes resonate with customers and have become part of their brand. Careful considerations should be made when deciding on your product’s next bottle. Similarly, to how the shape affects recognition of a product, bottle shape and bottle material also have an effect on the label and its performance.

Die Line / Label Template Creation MCC has the expertise to evaluate a proposed bottle design and the application process and create a die line or label template that will meet the customer’s needs.

It is critical to develop a template that will achieve the design intent and perform in the filling and application process. Whether you have a Pressure Sensitive, Shrink Sleeve or Roll Fed Wrap need, MCC can assess the total system and develop templates that will perform.

We can also help modernize, update, upgrade or even give you an application department that didn’t exist by working with our Equipment Solutions Team.

Equipment Solutions MCC North America is the only printing and label converter that is an OEM (Original Equipment Manufacturer) of automation equipment allowing us to provide a complete label and packaging solution.

We’re also proud to partner with leading machine manufacturers such as Krones AG for many of our equipment solutions.

We engineer and build the optimal application systems to handle your most demanding labeling challenge. Dispensing a label is easy, consistently presenting a product to the labeling head and wiping it down is where we work our magic.

Application Assessment A good label provider will make sure that your new labels will work with your existing label application equipment with minimal adjustments and no significant change to application speed.

Our teams have the technical knowledge to optimize your label for efficient application on your existing equipment.

Our engineers will do a complete analysis, taking into consideration the equipment and process (usually gained from a line audit/evaluation) to determine the maximum possible size of the label. This information is then used to specify appropriate materials and print process.

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“

The greatest thing about the team at MCC was a proper engagement. It was a definite partnership working together to come up with the right material for the right application.”

David Begg, Founder at REAL Kombucha

Material & Ink Selection

Digital Imaging

Material selection can be able cost effectiveness, sustainability or in many situation premiumization.

Each chose has effects on cost, performance and application. Our team understands material selection implications and will help guide you in this process.

Often ink selection is an opportunity to draw attention to a particular word or slogan. The right ink treatment can enhance a label and evoke a positive reaction by the consumer.

Our digital imaging software can be used for real time label modification. This technology enables customers the ability to visualize their label on their product before ink meets film.

Instead of artwork in PDF form, customers can now view a “label on a bottle” with product tolerances and actual print capabilities.

Rapid Prototyping & Die Blanks Rapid prototyping provides a proof that mimics actual print production, providing the customer with a good indication of how a concept’s design elements will appear prior to actual production.

Rapid prototyping is an imaging and converting technology that produces high-quality art proofs on a variety of substrates, incorporating decorative foils, embossing and debossing, as well as simulated textures.

Using rapid prototyping is the perfect way to bring your ideas to life before they go into production. This solution is best for customers who want to see a physical rendition of their label design or multiple label designs prior to committing to an actual production run and purchasing dies and tooling.

If needed, MCC can quickly produce test labels to allow for application validation in the production environment. This can be accomplished with Die Blank labels for PSL or Grid labels for Shrink Sleeves.

Budweiser Harvest Reserve features a label made from real birch wood delivering a premium yet natural look Sixty-nine percent of global consumers believe increased wealth or income is important in creating a feeling of well-being or wellness. This results in a growing trend for craft beers and spirits with tailored, premium packaging.

Anheuser-Busch InBev approached Multi-Color Corporation with a challenge to develop a superpremium yet natural-looking packaging. The answer was real birch wood. With a rustic texture and foil embellishments combined with a pressure sensitive pendent label this package exudes quality.

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Phase II

Project Management

Project Management From start to finish, our project management capabilities ensure that every label project is optimized and set up for success.

From the moment an idea or design concept emerges, right through to the finished label, MCC’s capable Project Management teams ensure that each job is the best it can be.

With vast experience in value engineering, and matching the correct printing technology to each unique job, customers can rest assured that their label will turn out perfectly. From pre-press and set up considerations, on-site press checks, and post-sales customer service, MCC is the ultimate partner from start to finish.

Artwork Review In the Artwork Review process, we receive the artwork from the customer and incorporate it into the label template. In this stage we also review all components of the final label.

This process is very collaborative with the customer and will achieve what the customer intends the label to accomplish and this process with conclude with an approved proof that is ready for print.

Pre-Press Services With MCC you are in good hands when it comes to preparing your design for optimal print. Our global scale gives us the ability to collaborate with experts all over the world to implement the best practices and newest technologies available to you.

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Working with MCC you will have access to our indepth range of pre-press services including: • Pre-press Management System • Standardization • Color Management • Plate-making and Tooling

Press Checks The label appearance is critical to delivering the brand message. MCC understands this and always plans for Color and aesthetic approval during commercialization.

Onsite or virtual press checks are essential to assuring that the label matches the customer’s expectation for color and aesthetics. MCC can include test runs for graphics with multiple options ahead of production if the brand and graphic is still in development. Press checks are critical and MCC will manage this process for the customer.

Color Management / Quality Control The way colors appear on shelf greatly contributes to consumer recognition of your brands and products.

Discover how we produce the same desired color repeatedly.

Color consistency can make or break your brand image. To protect your brand, MCC offers its customers the following: • Globally Servers • Spectrophotometer • Color Project Management

“

I think what I was most impressed with and what added the greatest value was the team approach.”

David Begg, Founder at REAL Kombucha

Secure Supply Chain Our customers expect the highest quality standards, which start with our supplier base and extend right through our entire value chain.

MCC works with leading material and application equipment suppliers. Together we develop lead times and set up business continuity plans to ensure redundancy within their systems and to guarantee we get our raw materials when required.

Business continuity is achieved by qualifying multiple supplier sites and also qualifying multiple vendors to ensure we always have materials coming in. We have numerous alternative sites qualified and ready to support our customers, ‘securing the supply chain’ for your business.

Vendor Management Shared order management in VMI facilitates and optimizes your order fulfilment and stock management process. This allows:

• • • •

Improved order management Reductions in inventory and obsolescence Benefits from a price per production run Complete transparency for decision making

Research & Development From raw materials to finished goods, our in-house Research & Development team focuses on new product development and new market innovations that help build brands and drive sales.

Perhaps you are looking for a more sustainable solution or something fresh to increase shelf appeal.

Our team of over 50 employees, dedicated to global R&D, work with you to find the best possible solution, regardless of the labeling technology.

Whether it be a recyclable label or a tamper evident construction, you can trust MCC to find the perfect solution thanks to our successful track record of delivering and executing large projects.

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Herbal tea brand enlists MCC experts for vibrant label redesign

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It Started with a Vision

No Label Look

Shaka Tea CEO, Harrison Rice, had a clear vision on how he wanted to honor the brand’s home on their four tropical-botanical flavor labels. It started with transitioning to a pressure sensitive label. Multi-Color brought years of technical expertise and manufacturing capabilities for a seamless process, but more importantly, they brought bring his vision to life.

Multi-Color achieved his vision by producing a no label look with Rotary Screen and UV flexography printing technology. A no label look creates increased consumer interaction with a package through the graphics, while the Rotary Screens’ opacity and raised-tactile feel enhances the overall brand. Multi-Color delivered four new labels that enhanced the Shaka Tea brand.

MCC Technical Expertise With their vast amount of printing knowledge, MCC identified the appropriate material and label size for the design that applied flawlessly on the Shaka Tea bottle. MCC’s first rate Technical Service team added value from the initial onboarding to production. “MCC was as an engaged partner as I could have possibly imagined”, stated Harrison.

“Their engagement and transparency made us feel like partners” Harrison is extremely satisfied with MCC. He said, “It was an extremely integrated process working with MCC. They didn’t just do it, they helped us understand the different processes and different layering and coloration techniques that were going into the labels. Their engagement and transparency made us feel like partners, which was very meaningful to us.”

Multi-Color understood his vision, conveyed the Shaka Tea branding through an appealing design and captured the attention of consumers.

Before, the consumer only saw a label, now they see a lifestyle they want to represent.

“

We appreciate having this relationship from process, production, pricing and being able to produce a product that can be a viable and a competitive product on several different levels on the market.”

Harrison Rice, CEO at Shaka Tea

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Phase III

Application Support

On-Site Application Support When a customer is ready to test, qualify, or produce their product, MCC can assist with label application.

Our Technical Service team has application expertise on many types of equipment and label types.

MCC will support the operators on the line to assure that the label performs as expected and can help troubleshoot problems with application setup. During qualification or production, the Technical team can be onsite or support remotely.

Application Assistance • • • • • • • •

Equipment setting Application speed adjustments Various adhesive types and precise applications Line Audits / Evaluation Root Cause Analysis Production launch Providing support On-Site or Remotely Training

With a new customer, we can offer in depth training sessions. Typically, the participants can include operators, quality, technical and procurement personnel. We are able to provide both classroom and

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“hands on” sessions at the applicator, to re-enforce the messages to the customer. We also provide refresher training if the customer requests. Elements we cover in training include: • Construction of the label • Different material options • Optimal storage and handling • Good housekeeping • Optimal application methods • Fault finding and root cause analysis

Getting it right, application specialists provide support exactly where it’s needed Application services helps perfect and protect Steam Whistle worked closely with both Multi-Color and Krones to develop an aluminum can lid label suitable for its beer and installed a Krones Taxomatic labeler in its Toronto-based Brewery.

Steam Whistle beer is not pasteurized so the can arrives at the labeler cold and wet. This was one of the first cold & wet Smart Top Foil label applications, which presented a few teething problems relating

to the amount of glue required. Technical experts worked closely with Steam Whistle to rectify the issue.

This included multiple brewery visits in order to refine the process. The Smart Top Foil label now provides excellent performance on wet and cold cans thanks to a proprietary lacquer developed by MCC. The result exceeded expectations and Steam Whistle now uses less glue than initially anticipated, running at full speed with improved label adhesion and most importantly, an improved consumer experience.

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3 reasons to get in touch with our Beverage Label experts around the globe.

1

We guide you through every step of the process.

2

Talk about the look and feel possibilities to really make the difference on shelf.

3

Work together for smooth integration and ongoing technical support.

Visit our complete list of services to get you from concept to commercialization!

Our Beverage Label expert Ryan Zarbaugh, Business Development Manager at MCC Contact: marketing@mcclabel.com