When Rémy Martin, a brand of Paris-based Rémy Cointreau, first talked to specialist label converter Lithobru, Cognac, France, about its Coupe Shanghaï project, the challenge they presented was extremely demanding. A unique premium cognac was under development that would celebrate Rémy Martin’s long history in China, and the brief was to match a mirrored surface inside the distinctive box with a mirrored body and neck label on the bottle itself.
Marc Millet, wine and spirits field sales representative in France for Avery Dennison, Glendale, Calif., explains that the requirement fell outside usual wine and spirits labeling requirements. “We have many premium materials for wine and spirits labeling, but the additional challenge here was to provide a product with a mirror effect that was also perfectly printable,” Millet says. “After some careful investigation, we suggested a labeling material to Lithobru that is usually used in another application segment. The material was then adapted to meet the very demanding printing requirements for Lithobru and Rémy Martin.”