Labeling materials balance functionality with sustainability
Protection, performance remain priority for labeling materials
In the comedy TV series “Portlandia,” one of the episodes features Carrie Brownstein and Fred Armisen as the sanitation twins. In the sketch, the twins explain the complicated new system for recycling and trash, noting that they are “going greener” than before.
Although fictional, the sketch emphasizes the increasing importance of sustainability and recyclability practices. Within the beverage industry, these practices are becoming more common.
Jesse Kraft, sales director at Oconomowoc, Wisc.-based CL&D, a ProMach brand, describes the impact that sustainability is having on labeling materials.
“Sustainability continues to reshape labeling materials, with priorities evolving each year as new technologies and regulations emerge,” he says. “Brands are exploring options such as compostable films, recyclable structures and materials made with post-consumer recycled content. At the same time, efforts to reduce film usage, processing heat and shipping impact are becoming more common.”
The sustainability target is always moving, which requires ongoing innovation and flexibility, Kraft notes. Not only that, but shifts in primary packaging preferences continue to influence label material selection as well, he says.
“PVC usage is steadily declining, while cPET films are increasingly replacing PETg due to improved recyclability and performance,” Kraft explains. “Downgauging remains slow to adopt, largely because brands must balance material reduction with application speed, waste control and final shelf appearance.”
Other beverage trends affecting labeling materials include regulatory pressure, especially from California’s evolving recycling laws, he shares. The changing laws significantly impact material choices.
“Legislation such as SB 343 (Truth in Recycling) and SB 54, which mandates all plastic packaging be recyclable by 2032, is pushing beverage brands toward more compliant label structures,” Kraft explains. “These requirements are accelerating demand for materials that support true circularity.”
He also notes that label enhancements such as texture, metallic and varnishes are the most popular for beverage-makers.
“Brands are exploring options such as compostable films, recyclable structures and materials made with post-consumer recycled content.”
– Jesse Kraft, sales director at CL&D
“Matte-gloss combinations remain one of the most popular enhancements, because they deliver a premium look at a relatively low cost,” Kraft says. “A high-quality matte varnish improves appearance, enhances shrink performance and provides a tactile finish that stands out on shelf. This blend of aesthetics and functionality makes it a go-to choice for beverage brands seeking differentiation.”
When selecting labeling materials, Kraft urges beverage-makers to evaluate run-ability, sustainability attributes, final appearance and the functional requirements of the package.
“Each factor plays a role in ensuring the label performs well during application and maintains its integrity throughout the product’s lifecycle,” he states. “Balancing these considerations helps achieve both operational efficiency and strong shelf impact.”
Looking ahead, Kraft says the industry is moving toward more advanced white and light-blocking structures.
“These materials can significantly improve product shelf life while elevating the visual aesthetics of the package,” he notes. “As these technologies evolve, they will offer beverage brands new ways to combine protection, performance and standout design.”
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