Decorative Linerless Wraps: Turning Beverage Bottles into Digital Touchpoints
Prime labels for wines, spirits, and RTDs have long relied on bespoke die-cuts. New decorative linerless systems remove the liner yet still deliver full-wrap visuals and scannable digital experiences - no compromise on shelf presence.
The Shape Challenge
Traditional linerless labels were confined to squares and rectangles because the silicone release coat lived on the liner, not the printed face. That meant curved bottles and intricate die-lines were off limits for linerless - until converters began transferring the release layer onto the printed web itself.
The Decorative Linerless Fix
- Transfer coating: Systems such as Avery Dennison's AD LinrSave move the silicone layer onto the artwork, enabling continuous wraps without a backing paper.
- Unbroken storytelling: A 360-degree printable surface keeps gradients and foils seamless around curved glass or PET.
- Precision application: Servo-driven applicators cut variable lengths on the fly, matching bottle sizes without change parts.
Adding Digital Engagement
With no die-cut waste and more printable area, brands can place QR codes or serialized digital watermarks anywhere on the wrap. Scan paths can open product provenance, tasting notes, refill instructions, or loyalty rewards - right after purchase when engagement is highest.
Deployment Tips
- Mock up sleeve tension to avoid micro-wrinkles that distort QR readability on curved glass.
- Coordinate release-coat registration with print providers so metallic or tactile finishes remain scuff resistant.
- Test adhesives for condensation; chilled beverages need moisture-tolerant performance during application and in the cooler.
Decorative linerless wraps cut waste, simplify roll logistics, and give marketing teams a continuous canvas for both aesthetics and post-purchase journeys.