Avery Dennison called on the wine industry in Mendoza to rethink the label and anticipate trends towards 2026

The Tierras Altas winery was the setting for “Rethinking the label: innovation, design and purpose”, a day promoted by Avery Dennison that brought together wineries, designers, converters and leaders of the sector to explore the future of packaging and its impact on the wine market. The activity had 53 attendees and combined strategic content, product portfolio updates, design trends and a creative space applied to the industry.

During the morning, Avery Dennison teams outlined an updated overview of the wine and spirits sector, focusing on the evolution of consumption, the transformation of value codes and the growing role of design, authenticity and origin. The analysis included production data, export behavior, premiumization and opportunities in new consumption occasions, along with challenges linked to sustainability, counterfeiting and traceability in the chain.

The presentations also showed how the market is preparing for 2026, with advanced materials, intelligent solutions and high-performance adhesives that accompany the technical demands of wineries and the environmental conditions of the product. Avery Dennison presented its portfolio for wines and spirits, as well as new papers, textures and adhesives with biobased certification, designed to respond to the demand for responsible packaging, without sacrificing aesthetics, performance or identity.

A central axis of the meeting was the idea of ​​“creating the perfect label”, understood as a union between brand strategy, design, functionality and technology. From the technical criteria for printing, finishing and cold performance, to the integration of connected solutions, the conference proposed a comprehensive approach in which the label and bottle become a single experience. The incorporation of NFC, RFID and QR code technologies today allows us to add traceability, security and storytelling, and opens the door to a phygital universe where information and interaction become part of the product.

The closing was dedicated to creativity. With the collaboration of Panda & Luna, a lettering workshop was held where designers and professionals explored new visual expressions, fonts and graphic languages. Each participant designed their own tag: they had the opportunity to write and program an NFC tag, incorporating it into the tag they had designed, allowing them to transform their creation into a “truly smart” tag. And as a result, they took with them a personalized wine and a concrete experience of how a smart label can be born from scratch.

«The label is no longer a static element. Today it is design, information, traceability and connection. The industry has a huge opportunity if we can make each bottle tell a story and generate a real bond with the consumer, without losing sight of sustainability and brand identity,» said Natalia Carro, Strategic Marketing Manager LA Avery Dennison.

The meeting concluded with a closing cocktail and networking, where attendees exchanged learnings, projects and perspectives on a market that continues to transform. With this edition, Avery Dennison reaffirms its role as an ally of the wine industry, promoting innovation and collaboration as drivers of the future of packaging.