Craft Spirits Labeling from A to Z by MCC Label

Craft Spirits Labeling from A to Z

Dear reader, The act of distilling goes back generations. Though the science and technique has changed little in that time, the art and appreciation for these elixirs has evolved drastically. The landscape today is teeming with craft producers from all corners of the globe, hand-crafting spirits that represent a place and tell a unique story. In response, packaging has also evolved to keep pace and pay homage to the premium product inside the bottle. In these pages, we share with you how MCC’s many services can help guide your spirits project from idea to completion. We will ensure that your design vision is executed flawlessly, and that each step of the project is addressed from the beginning, in order to get the most stunning results possible. From application considerations to value engineering designs – MCC’s technical team is your go-to partner for spirits labeling. We also take a journey around the globe, exploring the history and tradition behinds the spirits themselves, and the many producers committed to crafting them. We hope you will draw inspiration from these and learn how others have used their label to tell their story, share their passion, and capture countless years of tradition into premium products. 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. If you can dream it, we can label it. Cheers! The MCC Wine & Spirits Team

In this issue 4-12

From concept to commercialization

13-21

Local passion, global expertise

30-34

A spirit of innovation

24-29

Premiumization

Visit our website www.mcclabel.com to discover more on how our premium label solutions can meet your needs.

“Craft Spirits Labeling from A to Z.” 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.

From concept to commercialization

Spirits Labeling from A to Z Launching a new spirits brand or product is exciting, but can also be a challenge. A well-designed label and product packaging can be a key to success in the market. MCC has built teams of experts in strategic areas to help guide our customers through each step of the process.

There are many considerations necessary to properly produce and position a product and a label. We have found that getting involved early, asking the right questions, and presenting the best options ensures your project executes successfully, on time, and exceeds your expectations.

We sat down with a few MCC experts and customers to discuss the spirits market today, and how MCC’s services helped take their projects from idea to completion. Q: What label trends do you see most right now in the craft spirits space? Has this changed over time? DS: There are definitely more requests now for personalization, sequential numbering, and unique artwork designs, especially for single cask and small batch. Also, the competition has become very aggressive for producers. More small brewers and distillers are entering the market, therefore setting yourself apart by means of label design is a great way to capture a narrow, but rapidly growing, market. KC: The trend we see most right now is the small craft distilleries including personalized information that might include some variable data in their designs. MCC is well equipped for this using our digital print platform. Every label can be unique if needed. KS: We see the desire for labels that strike a balance. They communicate small batch or handcrafted, but with a premium, often elegant, and luxurious feel. We also see a lot of intricate designs with plenty of space for storytelling. Q: How relevant is shelf differentiation for a brand? How do you think about this when it comes to the label? DS: Cost plays a large part on how far a design can be taken, and we are always aware of that when we begin a project. Unique and eye-catching labels help to gather interest in a brand that can quickly grow into a loyal following. MCC is equipped to value-engineer the desired look, while always being sensitive to the customer’s budget. David Scott Technical Services Manager, MCC Glasgow, Scotland

KC: I think shelf differentiation for a brand is crucial. The first goal is to catch that consumer’s eye as they’re browsing the aisle and spark enough interest to pick up the product. The way we do that is to create a label that stands out with embellishments, or unique features that are outside the norm. KS: Shelf differentiation is vital for any brand to stand out amongst a highly competitive landscape of categories. The ability to not “blend in” is critical

to success. We consider ways to disrupt the billboard of brands in retail and on-premise environments by focusing on bold colors, eye-catching designs, angled branding, use of metallic or foil elements, badges, medallions, custom shape labels, custom caps, aluminum labels, etc. Q: What are some of the biggest challenges that producers face today? What tools have you come across that help with this? BM: There are materials that are very susceptible to not achieving total quality, and there’s always a range in the finished material. With the Herrardura Legend project, MCC provided great support Belinda Mendoza from the start in developing this Senior Buyer, Brown-Forman new label. They were patient and Tequila Division, Mexico professional, and this helped assure us that the finished product would be what we wanted. DS: Craft producers’ biggest challenges are often budget related. We also see application issues – in most cases the labeling machines are either manual or semi-automatic, which can present challenges. At an early stage of development MCC offer our customers full engagement with our Application Engineering team. This team will advise on label profile, optimum sizing, materials, and adhesive and can be on site on the day of bottling to give application support and guidance. KC: The biggest challenges I see today is mostly with brands that are developing a new product – they often have a hard time visualizing the end result. MCC’s Rapid Prototyping service is perfect for this situation. Customers can see a sneak peek of their label, with actual embellishments, before going to print. This is invaluable in helping inform design decisions and choose between options. KS: Cost effective, efficient, and accurate label application is always top of mind when we are designing our labels. Application not only applies to the label being placed on the bottle, but also how the label comes apart from the roll/web to ensure there is no tearing, ripping, bubbling, etc.

From concept to commercialization

Q: Helping customers achieve their design intent, and truly be happy with the final product is what drives us at MCC. How is design intent captured, understood, and then executed upon? BM: In our experience with MCC, we see the control they have over their quality processes. They are strict and demanding within their facilities, and their staff maintains control over material review. This helps us, a company as global and experienced as Brown-Forman, to feel confident and know that the level of quality is there. DS: There is no doubt that early stage of development is key. MCC’s aim is to engage with both the customer, and their chosen design agency when applicable, to close the communication loop from the start. At the MCC Scotland site, we have a dedicated Innovations Room where designers and customers can come view and understand what is technically achievable. Within this room we can share material samples, printing options and artwork/designs. We also have supermarket shelving and a bar area which consist of bottle samples currently in the market. Having this facility allows the customer to better understand how embellishments, for example emboss or tactile, actually look and feel on the bottle. This helps tremendously to speed up the process from design to print. KC: This starts from the beginning with a review of the artwork, and a full understanding on the scope of the project. It’s important to me to hear from the customer themselves on their Ken Codling Technical Services Representative, design intent, so I can ensure MCC Mason, United States we’re working toward that. We’ll often involve other supplier, the ink lab, and pre-press to make sure all components are in alignment. In some cases, I’ll also request trials on press just to make sure all elements are correct, and for the customer to test on their bottling line. KS: We HIGHLY recommend our customers to invest in making a physical comp or prototype of their packaging design so they can touch and feel the live product, as well as position it in its natural environment on a retail shelf or back bar.

Want to learn more about our rapid prototyping service? Request a copy of our Rapid Prototyping whitepaper today to learn how you can see a proof of your label before going to print.

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In our experience with MCC, we see the control they have over their quality processes. They are strict and demanding within their facilities, and their staff maintains control over material review. This helps us, a company as global and experienced as BrownForman, to feel confident and know that the level of quality is there.” Belinda Mendoza, Senior Buyer, BrownForman Tequila Division, Mexico

Q: Maintaining a premium look and feel for the best value is always top of mind for producers. Do you see opportunities for value engineering labels in this space? DS: We see regularly that designs start off with all of the ‘bells and whistles’, but with tight operating margins and budgets, value engineering plays an essential role and suggestions are frequently adopted. Often, simple wins can be achieved by changing a material, for example from a white coated stock to a silver, which allows the foil and foiler cost to be removed and printed as a gold wash ink instead. Short run work can be printed digitally to save on origination and plate costs, flat bed foiling instead of rotary to again save on tooling costs. Our team of experts have years of experience in achieving a certain look with cost-savings in mind. KS: The use of common plates (emboss, deboss, etc.) can help give brands a consistent look while also helping to reduce one-time set up costs. Similarly, the use of common size dies can help. In working with MCC, they always do a great job at communicating these options clearly, and early in the process. This helps inform design decisions. Q: Taking all aspects of a project into account at the beginning always increases the chances of success. What are some of the unique considerations that spirits projects often deal with? BM: Brown-Forman has a portfolio and reputation for quality products. We produce tequila for consumers

worldwide, and our reach continues to grow. But it’s very important that in addition to a quality product, there is quality packaging. It must be attractive and impactful to the customer. This was the goal for the Herradura Legend and MCC helped us get there.

product stand out and look more complete. I try and look at it from the perspective of someone wanting to buy a gift, or something to take to a party. If the bottle is all dressed up, all they have to do is slap a bow on it and call it done. This is the end goal.

DS: Simple label design in relation to bottle shape. We see certain label designs where instantly we need to involve Application Engineering as we know a square or rectangle label will not apply to a bottle that has a taper, or where a complex label shape will have issues applying. Material choice and liner in relation to their label application machinery also must be considered. Knowing if the customer will be overprinting the label with batch or lot numbers, and the print process that they use. Do they require sequential numbering or variable data as all these additions can push the project over-budget? All these items are important for us to know up front.

KS: Focus on packaging design. The juice inside must be good for re-purchase, but a customer will initially pick up your brand because it is visually appealing and has a brand name and story that is interesting or unique.

KC: With our spirits customers, we often see unique die cuts. Since there is such a wide range of bottle shapes available, they have a lot of fun incorporating this. It’s definitely one of the considerations we’ll look at early on in a project, to ensure there will be no application issues later on.

Q: We’ve seen that many brands Kristin Shirtz have multiple products and Design Director, Thoroughbred labels within a given brand. Spirits Group LLC, Chicago, IL, How can advance planning help United States streamline this consideration? DS: Simply by engaging with the customer from the outset and explaining that by running multiple SKUs together, we can offer a more competitive price. Competitive pricing can also be offered by asking the customer to look at their upcoming demand where we can run several months production within the one order.

KS: Most upstart craft spirit suppliers do not have a labeling/application solution prior to packaging design development. Understanding the implications of design on application is important to identify early on.

KC: This is just good communication with the brand owners, the designers, and us in the plant. There are often brand refreshes or flavor/line extensions. The earlier we know this, the better. We can create solutions to reuse certain elements when possible.

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KS: We always design with the consideration for a future line extension or SKU. Identifying brand hierarchy and on-pack hierarchy prior to the design process is also very helpful.

Our team of experts have years of experience in achieving a certain look with cost-savings in mind.”

Q: The spirits shelf is a crowded space and seems to be growing all the time. What tips do you have to help producers stand out? DS: Craft spirits today often attract their own customer base. We see designs where less can be more, but having a reputable design agency with experience in this market can also be priceless.

Q: Spirits brands are very creative when it comes to their packaging – we’re seeing shrink sleeves, cartons and boxes, neck labels and toppers – really eye-catching stuff. What challenges come along with this? How can MCC help? DS: MCC has a full suite of technical capabilities and sustainable solutions covering pressure sensitive and cut and stack labels, tube and box wraps, digital labels, also shrink sleeve and Rapid Prototyping. These technologies allow all components to be matched perfectly in-house, and being a vertically integrated company, MCC can also offer our own range materials, including fully recycled options.

KC: I always encourage customers to really maximize the real estate that is on their label. We can do this by adding a neck label or band, or even a tamper evident seal over the cork. All of these provide more space for branding and information. We’ve also done some really cool projects with resin seals. This can really make the

KC: It’s great to be able to offer customers all these solutions under one roof. We can provide labels, shrink sleeves, even hang tags. We ensure that color targets are uniform across all these elements, and that timelines are managed and met to ensure the final product is spot on.

David Scott, Technical Services Manager, MCC Glasgow, Scotland

Success story: Design Intent

Herradura Legend is launched with an ultra-premium design Brown-Forman | MCC Guadalajara, Mexico

Herradura Legend is an añejo tequila with 14 months of maturation in first-use barrels. These barrels are scraped on the inside, with the intention of having a greater surface in contact with the tequila, resulting in a more intense flavor and a color incredibly rich and deep. To complement this product, it is packaged and packed in a bottle with a premium case. Brown-Forman was looking to position this product successfully in the $100-120 price range. To do so, each piece of the packaging had to reflect the premium nature of the product. In addition, they sought to have as local of a supplier as possible for the materials that their labels required. This helped managed costs, and in turn, the final price to the consumer. Since the bottle for Herradura Legend was completely new, developing the packaging and label provided a challenge. The process involved executing new processes and materials that had not been used before. The team at MCC Guadalajara worked with the client from the beginning, helping to advise on the selection of materials that would provide the ultrapremium look they were going for. The technical team also helped ensure that all aspects of the label would work with their application processes. With many embellishment elements incorporated into the label, several trials were done to successfully capture the

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desired result. The final label boasts a luxurious look achieved by a special black textured material, with silk screen for barcode, deboss and matte stamping on the same plate. The bold and classic look embodied the premium price point and design the customer had envisioned. “MCC’s greatest support was its guidance from start to finish in developing this new project. The key was in the service they gave us, and above all, in their patience throughout the process. It was not easy and yet they were very professional in all aspects”, comments Belinda Mendoza, Senior Buyer at Brown-Forman. Since the launch of Herradura Legend in select markets in the United States, it is enjoying great success with ultra-premium tequila consumers. The value of a good packaging design and premium, selected materials has enabled the brand to reach those luxury consumers that it previously had not been able to target.

This label is one of the highest quality in our portfolio – not just Herradura tequila, but all of Brown-Forman. The textures, the varnishes, the materials, everything is impeccable, and this allows us to communicate the great quality of our product. This is helping us reach the consumers and the price segments that we targeted from the beginning. We are being successful.” Arturo Gajón, Sr. Global Brand Manager Tequilas at Brown-Forman

Success story: Design Intent

Morrison’s Scotch Whisky Distillers Morrison’s Scotch Whisky Distillers MCC Glasgow, United Kingdom

The Morrison Scotch Whisky Distillery, an independent bottler of Single Malt and Premium Blended Scotch Whisky, has a rich history. Morrison Scotch Whisky Distillers is solely owned and has been run for five generations by one of Scotland’s oldest and most prominent whisky families. In releasing each whisky, their greatest endeavor continues to be to pass on the knowledge of distilling, handed down from generation to generation, this without shying away from innovation.

The Morrisons have always had a strong presence on Islay, an island steeped in tradition. Each whisky in the Mac-Talla range is cut by the weather-beaten shores of Islay. It is a taste of the untamed that leaves a lasting impression. Key for the MacTalla’s Single Malts label design was to have a premium look that would differentiate the brand from the Blended range. MCC therefore offered the customer a choice of Fasson uncoated stock. Working with the customer and designer, our MCC’s Application Engineer was able to advise on the unique shape of the bottle in relation to the label shape. After providing a sample roll of labels, the team was able to deliver a perfectly fitting label. Morrison’s also wanted to take advantage of the over-printing technique which ensures that the bottles are labelled with unique custom batch numbers. MCC was able to provide the appropriate advice regarding the combination of label and thermal transfer ribbon. The labels were given the correct varnish to ensure a clear overprint. Our expertise in both Label Application Engineering and over-printing techniques enabled us to provide a complete solution and resulted in a label that stands out in shelve.

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We are a family-owned business with real aspirations in developing our brands. MCC was selected as our preferred vendor because we required a label supplier who would be able to work with a range of print finishes to produce the labels to the high standard we require. All ran like clockwork; nothing was a problem. The labels were printed and were of brilliant quality. The assistance given by MCC was exceptional.” Jane Corrigan, Supply Chain Manager, Morrison Scotch Whisky Distillers Ltd

From concept to commercialization

Spirits Project Checklist Ensuring your project is a success starts from the beginning, by asking the right questions and understanding your vision and your goals. Below is a list of considerations that will help get your next project on the road to success.

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Local Passion, Global Expertise

Spirits around the world History suggests evidence of the distillation process dating back centuries. It seems that humankind has long been finding ways to transform everyday ingredients into a magical beverage. A world of tradition Like with any cultural artifact, tradition, geography and taste have woven a global landscape of preferences. Scotch whisky from Scotland, tequila from Mexico, bourbon from Kentucky – these products have become favorites, and also benchmarks that define a region.

We wanted to pay homage to these traditions and producers with a brief snapshot and history into each region’s focus. In addition, we share customer success stories from each region, inspiring you with their journey and brand story.

Success story: Variable numbering

Scotch Whisky Country: Scotland Origins: Early documentation in Scotland dates back to tax records from 1494. Not until the 19th century did it expand outside of Scotland. With little access to grapes, it is believed that monks used grain mash to produce a distilled spirit. Source: Historically, scotch whisky was made from malted barley. In recent years, distillers have also made it from wheat or rye. Interesting facts: • All scotch whisky must be aged for at least three years in oak barrels. • The word whisky comes from Gaelic and means “water of life”. • There are five distinct categories of scotch: single malt, single grain, blended malt, blended grain, and blended. The ingredients used determine the category. • A serving of scotch is referred to as a dram. • Scotch whisky was the favorite drink of King James IV of Scotland.

A contemporary label the Raasay way Isle of Raasay Distillery | MCC Glasgow, United Kingdom Ranging from small farms to many new island distillers on the coast of Scotland, it is fair to say that craft spirits are on the rise. On an isle off the west coast of Scotland in the Inner Herbrides, only a short 25-minute ferry journey from the Isle of Skye, the Isle of Raasay distillery is located. The distillery values their local character very highly. One of their core aims is therefore to keep their activity local to the extent possible ranging from distilling, maturing, bottling to shipping.

The Isle of Raasay distillery entrusts MCC Glasgow with the production of their new Isle of Raasay Single Malt Inaugural Release 2020, the island’s first legal Scotch Whisky. Prior to label production, MCC’s on-site application engineer, drawing on years of expertise, provided the Isle of Raasay team with the necessary support in configuring the machine in the distillery with the exceptional shape of the bottle. The unique label design included intricate embellishments where each label had to be individually numbered. MCC Glasgow took on the challenge of making their vision become reality. In addition to the label’s debossed texture that perfectly complements the textured bottle, the colors also emulate the dark fruits in the whisky and Raasay’s colourful landscape. The partial gold foil adds a touch of modernity, referring to the distillery’s striking gold reception building, which is located in the Victorian Borodale House that has been revived in this state-ofthe-art distillery.

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That contrast of contemporary thinking while staying true to history and tradition is at the heart of everything the Isle of Raasay Distillery does. That’s the Raasay way!” Eilean Green, Marketing Manager, Isle of Raasay Distillery

With knowlegde and experience in digital technology, MCC is able to help this fast growing market to overcome their challenges. With small volumes often needed for small batch runs, digital printing offers the ideal solution to supply exceptional premium quality labels at a good starter level.

Want to learn more about variable numbering and images? Request our Digital Print 101 whitepaper today.

Success story: Unique substrate

Black Tor Rhum, a one-of-a kind label Black Tor Brewery MCC Daventry, United Kingdom

Black Tor Distillery is an independent distillery located in the wild foothills of Dartmoor, in southern England. Their uncompromising and ongoing pursuit for taste and quality, results in a range of handcrafted premium rums.

How to stand out in an-ever growing marketplace? It is a challenge that not only the Black Tor Rhum distillery has to deal with nowadays. Blended with fresh, natural spring water from the hills of Dartmoor, Black Tor Rum was in need of a label expressing the premium nature of their product to announce its arrival in the growing craft-rum market. Mark Girvan of Buddy Creative created a challenging design that called for the use of a new material. The heavily textured material was still unknown territory for MCC Daventry. Drawing on the knowledge from MCC sister sites and under-taking a robust validation process, the team was able to confidently advise the designer on an approach to maximise the impact of the label with the highest quality finish. Stacked like the unusual Logan Stones found on Black Tor the logotype is printed with a black foil and rooftop emboss. Printed on a fibrous stone-like paper stock to further reference the granite stones and add a premium tactile feel to the label. The custom swingtop wooden closure with a black metal clasp and foil-blocked tamper-proof seal label gave the bottle that extra unique touch. The use of hot foil, flat-bed hot foil, 3D sculptured embossing and rotary debossing in-line with flexographic printing resulted in a dynamic and visually stunning label that exceeded the customer expectations.

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The MCC team has surpassed all expectations in creating bottle labelling for our new premium rum brand, Black Tor Rhum. They have been working seamlessly together with our designers Buddy Creative, to create something truly exceptional. I could not recommend MCC and Buddy Creative highly enough.” Jonathon Crump, Brewery Director, Black Tor Distillery

Success story: Innovation

A Fresh Approach to Mi Campo Artisanal Label Mi Campo Tequila | MCC Guadalajara, Mexico Mi Campo burst onto the spirits scene with a fresh approach to tequila making, while maintaining a brand essence that celebrates the spirit’s history, along with the contemporary art and innovative culture of Mexico. MCC Guadalajara was honored to work with Mi Campo, a brand owned by Constellation Brands, and have the opportunity to develop a label that represents the state of Jalisco, ‘land of tequila’.

The company enlisted Raúl Arias, a Mexico City-based artist to design the high-quality, digitally printed label. The brand used premium embellishments to really set the label apart, including sculpted emboss and metallic text, giving just the right amount of flash. Executing well on the color was very important to the customer. They provided a sample with four main colors and MCC’s pre-press team worked hard to ensure these bright colors could be matched. In the end, six different inks were used to match the required four colors. The main design element of the label is a heart, and the customer wanted to add volume and texture to it. Once again, the technical and pre-press teams were able to incorporate a multi-level emboss to the heart, with a touch varnish to provide weight. Working closely with the customer allowed MCC to understand the project very well and meet their expectations. As a result, Mi Campo’s label has gained some industry recognition, as it earned MCC Guadalajara the Best in Class distinction in the digital print categories of the 2019 TLMI Label Awards.

Tequila Country: Mexico Origins: Dating back centuries, the spirits is appropriately named for the city of Tequila, northwest of Guadalajara in Mexico. Tequila is still commonly produced there today, and in the Jaliscan Highlands in the central western Mexican state of Jalisco. Source: Made from the blue agave plant. Interesting facts: • There is a strict list of ingredients that tequila can be made from. • The time of aging determines the style of a tequila. Reposado tequilas are aged between 60-364 days, while Añejo is aged for at least a year. More recently, a style called Extra Añejo has been added, denoting aging of at least three years. • Tequila is closely related to the spirit mezcal. Both are made from agave, but tequila is technically a type of mezcal. While mezcal can be produced from up to 50 different species of agave, tequila can be made from just one – the blue agave. • The Cuervo family was the first to commercially distill tequila in Mexico in 1758. • Tequila’s most famous cocktail is the margarita, which was invented in 1936.

Success story: Wraparound label

Country: United States

Interesting facts:

Origins: Though bourbon has technically been produced since the 1700’s, the name “bourbon” was not coined until the 1850’s. It was brought to Kentucky, what is now considered its birthplace in America, in the late 1800’s by Scottish settlers. Its production is linked to Bourbon County in the state of Kentucky.

• By law, to be labeled as bourbon, the spirit must be stored in a container made from charred oak during aging. • 95% of the production of domestic bourbons in the U.S. come from the state of Kentucky. • Bourbon barrels are only allowed to be used once. After that, they are often recycled and used to age scotch. • If not sent to age in oak, the grain spirit produced is nicknamed “white dog” and often sold on its own.

Bourbon Whiskey

Source: Bourbon is a type of American whiskey, primarily made from corn. By law, bourbon produced in the United States must be made from at least 51% corn.

Award-winning bourbon gets noteworthy rebrand Bird Dog Whiskey | MCC Mason, OH, United States In 2010, Bird Dog pioneered the flavored whiskey category. Since that time, Bird Dog has been upholding and trailblazing the space year after year. They are the most award flavored whiskey on the market, repeatedly earning top honors in both industry and consumer competitions. With the mission of bringing innovative flavors to the market, they needed a label partner that could match their creativity and expertise, giving their packaging the ‘wow factor’ it deserved.

When the company decided to rebrand their bourbon whiskey, there were a few key things to consider. First, the decision was made to change the label design to focus more on the bourbon. Bird Dog wanted something clean and crisp that would grab the consumer’s attention. The design captured this with a big, bold brand name call-out, a silhouetted dog (vs. a real dog image that appeared on the old label), leading to a clear understanding of what is in the bottle. Secondly, the customer went back to the bottle that they use for their flavored line of Bird Dog Whiskey. This helped reinforce brand consistency on the shelf and consumer awareness. Bird Dog knew they needed to come up with a fix for the side of the bottle, since they were changing bottles. As many bottles get turned at retail or on-premise, they wanted something that could be branded on both the front and side. The design was simple yet bold, with an exquisite wraparound label that resembled a leather-bound book when displayed in a row.

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Lastly, the faux leather substrate was to provide a tactile experience, immediately giving the customer a ‘wow’ moment and more functionally, to provide grip while pouring.

Working with the team at MCC was instrumental in making this rebrand happen. We went through several rounds of tactile and paper adjustments to make sure we got the right ‘leather’ feel to the piece. On press, we ran into several challenging issues, but thanks to the MCC team, we figured out how to make this look perfect. We are looking forward to future projects with the MCC team.” Jon Holecz, Vice President of Marketing, Western Spirits Beverage Company

Success story: Variable numbering

Boutique distillery captures all occasions with label range Brogans Way | MCC Melbourne, Australia Brogan’s Way is a boutique gin distillery and bar located in Richmond in Melbourne. Using a mix of art, science and intuition, founder Brogan Carr strives to make complex and balanced gins.

Gin Country: Australia Origins: Though the birthplace of gin is inarguably Europe, Australia has a robust and passionate adopted love for the spirit. Using a native plant from the juniper family called Boobialla, Australians have been handcrafting spirits with this indigenous shrub to produce some of the world’s finest gins. Source: Gin is typically distilled from the botanical juniper. Modern gins have expanded to use other botanical sources as well, such as juniper, coriander, citrus peel, almond and others. Interesting facts: • The Boobialla plant is native to coastal regions of Australia and often grows on dunes and cliffs, being very tolerant to salty conditions. • Gin began as a medicinal liquor made by the monks of Europe, used to treat a variety of ailments. • There is a diverse range of styles of gin, dependent upon the range of herbal ingredients used. • In attempts to curb the popularity of gin, the British government imposed The Gin Act of 1736, which heavily taxed its production. This led to riots in the streets. • The most common cocktail made with gin is the gin and tonic. It was originally invented as a treatment to malaria – the quinine in tonic water was too unpleasant to drink on its own, so gin was added to make it more palatable.

Design agency, Sense Advertising, had the challenge to create a single design that could be used across all varieties, using only color as the main distinguishing factor. The labels needed to be harmonious when placed alongside one another, but also be impactful on their own. The entire range of labels capture the curiosities inside a botanist’s journal from times past, using painterly illustrations intricately layered with embellishments of bronze foil to create an overall refined and sophisticated look. An aesthetic carried across each label. Meanwhile, the vibrant and distinctive colors chosen for each of the varieties evoke the moment that flavor is tailored to. This past year, Brogan’s Way decided to produce a limited-edition release of just 1000 bottles, especially for Mother’s Day. They wanted to ensure the branding stayed consistent with their staple offerings and could also maintain suitable pricing. The MCC team jumped into action, working with the designer to ensure the design as consistent with past designs. They also utilized the existing emboss and foiling plates for the brand and the botanicals around the edge. This saved cost and ultimately the only change needed was the varietal, which was done via printed text.

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Mother’s Day last year just felt a bit flat with everything that was happening at the time. So, this year, I really wanted to celebrate the moment and once again drew upon the inspiration of my mother to do something a bit extra and created a new pink gin in celebration. As always, MCC made it happen, ensuring branding was consistent and the process was as smooth as possible.” Brogan Carr, Head Distiller, Brogan’s Way

Premiumization

Standing out in a crowd The spirits shelf is a crowded space. Producers today not only want to stand out, but they want their packaging to exude the passion and quality that goes into their product. From vodka to bourbon, producers small and large, we see an overwhelming trend to incorporate premium embellishments into their labels.

Get creative This trend makes things fun for us at MCC! We love to experiment and innovate, to push the envelope with design and materials. Our craft spirits friends help push us to be the best we can be. Some of the options for premiumization include: • Alternative substrates - gone are the days of just paper labels. Think outside the box with metal, wood, faux leather, and more. • Unique numbering - want each bottle of a limited release to be numbered? No problem. Using digital print technology, we can customize each label. • Innovation - this is in our DNA at MCC. • Additional packaging - folding cartons, boxes and tube wraps are a great accompaniment to spirits packaging and present a wow-factor.

Additional packaging

Unique numbering

Get in touch with us to learn more about folding carton and tube warps options at marketing@mcclabel.com Add further elegance with a top label.

Success story: Premiumization

Labor of love results in award-winning package Foxglove Spirits Ltd. MCC Montreal, Canada

Nestled in a valley roughly an hour north of Toronto lies a small property known as Foxglove Farm. The 1840’s era farm was purchased by owner and co-founder of Foxglove Spirits, Malcolm Roberts, and would become the inspiration for the pursuit of a lifelong passion. With over three decades in the spirits marketing business, Roberts had always dreamt of hand-crafting his own spirit. Serendipity struck when he met, now partner, Shelly Perry, and she shared his vision. Realizing they could use crops from their farm in the recipe, Foxglove Spirits was born.

Their vision for the product, both in taste of the liquid and aesthetic of the package, was clear from the start. The name would be Valley of Mother of God, named after an eponymous area near their farm, and the product would be gin. They cut no corners in the three plus year process of perfecting the recipe, just as they didn’t with the premium packaging. With a unique bottle shape sourced from Spain, and label design done by renowned spirits agency Stranger & Stranger, the label also needed to be perfect. MCC was up for the job. The label itself is technically complex – an extended label length, coupled with a faux twopiece design, bevelled edges and intricate sculpted

“

embossing, all created a challenge. Foxglove worked closely with the team at MCC throughout the design process, ensuring each detail would be executed properly, and without any issues at application time. The unique shape of the neck label, with only its thin tab to adhere to the wooden closure, required diligence to remove waste during stripping process. The faux decal edge, with its unique diecut, also created challenges for clearing the matrix, without tearing the lower face label. All of these considerations were handled by the expert technical team at MCC, ensuring the finished label was aesthetically beautiful, and also technically sound.

MCC did such an amazing job bringing our vision to life – the sculpted emboss, debossing, foil, everything…it turned out exactly the way we imagined. Their expertise was key in nailing the quality and look of the label. Their knowledge and willingness to work with us made all the difference.” Malcolm Roberts, Co-founder, Foxglove Spirits Ltd.

Success story: Premiumization 28

“

We were doing several tests with different printers but the quality of the colors was very different from what MCC could give us. Only they gave us the results we were looking for. We have now recommended them to other clients who are in the beginning phases of label design.” Andrea Lozano, Owner, Diamante Mezcalero

Double-sided label sparkles for new product launch Diamante Mezcalero MCC Guadalajara, Mexico Mezcal Ajal, an artisanal mezcal made in Durango, is the fruit of a family dedicated to distilling for more than three generations. It was in 2016 when the members of what is today “Diamante Mezcalero” decided to name and brand their mezcal with the intention of making themselves known worldwide. This brand is currently exported and distributed in Japan. Being a brand destined for export, it was important that the label was striking, and also represented Mexican culture. With this in mind, a serape was chosen as the key element of the design, a garment of rural tradition in Mexico. The famous “Mexican pink” color was also included, along with a diamond label on the front of the bottle, which at each end represents the 6 female members of “Diamante Mezcalero”. In order to achieve the best printing quality for their labels, the client came from Durango to Guadalajara to work with MCC. To achieve the innovative look they were after, MCC presented a double-sided back label that was created on transparent film. Hot stamping in gold foil was added to the diamond on the front label to give the ideal gold tone for the customer. The product launched in San Francisco in 2017 to great success. The double-sided label provided a unique and novel design, combining customer interaction and beautiful design.

Innovation

Resin

A spirit of innovation Craft spirits producers today have a continuous and dedicated eye toward innovation. In addition to standing out from their competition, they are also constantly pushing the boundaries of design capabilities. Based on these demands and trends, MCC works to continuously develop innovative offerings that can create unique and lasting impressions.

Innovation: cut out label

Get innovative Some of the options for innovation include: • Embellishments - Classic treatments such as foil and emboss, to unique double-sided labels, embellishments add that special touch to ensure your label looks finished. • Specialized inks - From aesthetics to consumer engagement, specialized inks can provide a oneof-a-kind element to your label. • Individualization - Ensure your product is appealing to the personality and lifestyle of your target consumer. Using our wide range of Individualization options, you can ensure to represent your brand well. • Resin - the ultimate in premium packaging, a resin seal or ribbon can add the utmost in uniqueness. Innovation: premium textured stock and emboss

Success story: Innovation

Unique flavors showcased with creative label Old Elk Distillery | MCC Montreal, Canada At Old Elk Distillery, in Fort Collins, Colorado, craft is everything. Founded by serial entrepreneur, Curt Richardson, the innovator who created OtterBox and Blue Ocean Enterprises, Old Elk Distillery creates their own process for spirits. To them, excellence does not come from riding trends, but comes from experience and patience instead. Old Elk Distillery’s distinctive portfolio speaks for itself; it is where craft meets quality. In order to capture their spirit of innovation in their label, they approached MCC with ideas for their new line, WhiskeySmith. True to form of creating spirits outside the box, the WhiskeySmith line offers unique flavored whiskies, including banana, pineapple, and chocolate. The original design concept called for two separate front labels on the bottle. After some design changes though, they modified their request to show a single front label that had a “two label effect” – a feat much more challenging. The technical team at MCC worked with Old Elk to find the best way to execute their vision. To achieve the look, MCC used a matte varnish in the background of the large front label, a portion that resembles a photograph. Then, the use of gloss varnish was applied to the smaller front label, giving it a 3D effect and allowing it to stand out from the background. Embossing and hot stamp were applied to finish the label with a premium look and feel.

“

Working with the MCC team allowed us to explore design and cost saving options that we couldn’t find other places. We work hard to achieve a standard that communicates the quality of our products and we couldn’t have achieved that without the experience and talented team at MCC.” Anthony Terrazas, Director of Brand, Old Elk Distillery

A third-generation Hunter Valley farmer, Kylie Sepos knows what she wants. When she set out to handcraft a fine gin, she wanted to capture her passion and her land’s story in every bottle. She approached MCC to ensure it also had the perfect packaging.

Kylie had already launched The Farmer’s Wife Gin when her design agency, Beech and Co., contacted MCC. The first run had presented some challenges, including oversized labels, as well as bottles showing considerable sink and bulge. Working closely with the technical team, they were able to trim the labels down to a more bottle-friendly size. We then began working with Kylie and Beech and Co. to come up with a solution of a more premium label substrate that highlighted the handmade artisan aspect of the gin. After initially resizing the existing labels for Kylie, we worked with the design agency to resize the label to fit the bottles. From there we looked at alternate stocks. The design was already a two-layer construction of cast gloss and PP Clear for a double-sided print, however the cast gloss face stock did not convey a quality or

Success story: Innovation

Solution-focused outcome for handcrafted success

premium product. Kylie was looking for a stock that was tactile and had a heavy weight. We looked at alternatives and conducted knife trials of Cotone laminated to PP Clear on Clear backing. The result on the bottle was fantastic. A great, tactile heavyweight stock combined with the Clear stock adhering nicely to the glass. Extensive pre-production trialing was carried out to ensure perfect application. We then introduced a high-build screen to the main label to highlight The Farmer’s Wife distillery logo and pick up on those tactile/premium cues. When it came time to print, Kylie worked with the MCC team in Melbourne, Victoria to ensure the color targets were spot on. We worked hard to ensure the background print on the Clear layer was a perfect match to the PMS on the Cotone face stock, as well as matching it with existing marketing materials and packaging components.

Success story: Innovation

Individual numbering creates collector’s item Weingut Schloss Reinhartshausen MCC Bingen, Germany

Viticulture has been practiced in Schloss Reinhartshausen since 1337. The winery in EltvilleErbach has a rich and remarkable history. It is one of the German pioneers in winemaking, producing Riesling from most famous vineyards within the Rheingau Valley including the Rhein river island “Mariannenaue”. The Insel Gin is distilled using wild-grown herbs from the island, and infused with Riesling, viticultured on the island, too. The winery was willing to produce a craft spirit, made from ingredients that were grown right outside their front of the door. They also brewed a beer, using wild hops that grows on the island. The goal was to transport the small batch feel and handcrafted effort into every label. This was accomplished using individual numbering. Each bottle boasts a different number from 1-1,000 of this very limited-edition gin. It is one of the German pioneers in winemaking, producing Riesling from most famous vineyards within the Rheingau Valley including the Rhein river island “Mariannenaue”. Deserving of a distinctive label, a black velvet substrate was used to provide a premium and tactile feel. This was completed with a combination of multiple foils and micro-embossing. Due to the individual label numbering, this special gin also became a collector’s item. The product rollout was a great success, selling out quickly after launch.

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We were looking for a partner who could provide the perfect technical implementation for the perfect presentation of our product. The material and individualization were decisive factors. After comparing several printing companies, we decided to choose for a collaboration with MCC. Here we could implement our ideas 1:1. Other printing companies were not able to offer this. Our expectations were even exceeded.” Martin Vogel, Cellar Master and Production Manager Schloss Reinhartshause

Want to learn more? We encourage you to explore our wide range of publications, set to inspire you and answer all your labeling questions.

LabelTalk

Resin

This annual publication will cover all things in the wine and spirits labeling realm, and hopefully inspire you with creative ideas and insights.

MCC’s most premium label solution for your wine or spirits bottle. The Resin label will enhance your brand and makes it stand out on the shelf.

Download this issue

Rapid Prototyping

Digital Print 101

If you want an idea of what your labels would look like before launching your runs, MCC offers a unique service to give you a label prototype with all the ‘bells and whistles’.

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.

Download this issue

Visit us online at www.mcclabel.com for more inspiration!

3 reasons to get in touch with our craft spirits expert from around the globe

Guided partnership from the beginning, and every step along the way, to ensure your project is a success.

Local experts backed by global expertise to capture your design vision perfectly.

A passion and dedication toward innovation and helping your brand stand out.

Contact Daniela Guitron at daniela.guitron@mcclabel.com to get in touch with your local craft spirits expert

Visit our website www.mcclabel.com to discover more on how our premium label solutions can meet your needs.