QUESTION: What do these eight, seemingly unrelated, countries have in common – Argentina, China, France, Germany, Italy, Mexico, Russia and South Africa? Answer: They all have distinctive wine-growing credentials and are described by All4Labels as the locations of its blue-chip sites, specialising in label production for this ever-burgeoning sector.
This was brought home to guests at the Cape Town launch of the group’s global business strategy – dubbed ‘Motherland’ – at the core of which is a dedicated marketing campaign designed to emphasise the creation of sustainable labels and packaging, especially aimed at the wine and spirits market.
Through the use of eye-catching design and innovative production techniques, examples of labels were unveiled that encapsulate a wine’s particular essence and local heritage.
Welcoming guests to this kick-off event, an understandably proud MD of the South African operation, Marco De Pizzol, remarked: ‘This is a big day for us. We’re not only celebrating the launch of the global Motherland project dedicated to the wine and spirits industry, but we’re also officially opening our new digital printing facility here in Cape Town.’
He went on to thank the local team for their great commitment to this journey.
‘It was the dedication of Dave Parsons, Pulane Moyo, Carlo James and Nick Dakusa that led us to this event. Carlo, in particular did a phenomenal job in moving machines from one building to the other and modernising our business to get us to where we are today,’ he pointed out.
He also praised Clarise Wallace and Lindsay Burrows for their meticulous organisation of the event. They are both newcomers to All4Labels: Clarise joined All4Labels at the end of last year as business development manager for wine and spirits and has taken on responsibility for the market entry strategy; and Lindsay Burrows was recently appointed as operations manager, and is helping to improve production processes to ensure customer expectations are consistently met.
Why South Africa?
The choice of South Africa as the launching-pad for this global campaign was intriguing! However, it’s very logical, as Marco explained: ‘South Africa is one of the oldest and best-known wine-growing regions in the southern hemisphere; and the Western Cape in particular is ideal for wine cultivation. Here cold Atlantic Ocean currents meet the warmer currents of the Indian Ocean, resulting in a Mediterranean-like climate, with temperature fluctuations that provide the magic formula for our excellent South African wines.’
In fact, as he went on to emphasise, South Africa is the ninth-largest wine-producing country, accounting for 3.4% of the world’s wine output. And, with many of the country’s finest wine varieties gaining fame on global markets, it’s also a sector of prime economic value, giving direct or indirect employment to some 300 000 people, and representing a major revenue stream for the country.
‘The wine and spirits market is demanding and emotionally driven and we’re glad to embrace this challenge,’ he added. ‘We’re part of a global network but our focus remains on the local market. If a customer has a specific decoration requirement, we can draw on the experience of our production network partners, and our innovation hub at our Centre of Excellence.
Dedication to digital printing
It’s almost three years since Marco and his team embarked on the transformation and growth project that has culminated in this formal opening of the digital printing facility. ‘This marks a further milestone in our investment plan, and allows market entry to the wine and spirits market here in South Africa,’ he declared.
Following All4Labels’ global strategy, the Cape Town facility is dedicated to HP Indigo’s digital offset technology.
‘We rely on our digital DNA; to us it’s more than just a printing technology,’ Marco told his audience. ‘We truly believe that the future of label printing, and packaging in general, is digital. At our flagship plant in Hamburg, Germany, we operate the world’s largest fleet of HP Indigo presses. It’s our firm belief that this commitment to digitalisation allows us to improve agility in the supply chain; reduce a product’s carbon footprint; increase efficiency and speed to market; and minimise waste during the print run,’ he added. ‘Digital printing, along with variable data printing, allows a high level of personalisation, ensuring products that stand out on retail shelves.’
The Motherland campaign reflects our belief that products, brands, people and countries have their own specific DNAs – identities based on lands, heritage, stories and individual peculiarities – that will be echoed through design.”
Pioneering innovation
Also addressing guests was the group’s chief sales officer, Guido Iannone, who visited South Africa from Italy to attend the event.
‘In the coming months, All4Labels sites will be producing eight special label concepts on wine and spirits bottles,’ he explained.
Created in conjunction with a newly-launched packaging design division, called All4Graphics, each label will embody the natural beauty and traditions of its region of origin, while demonstrating All4Labels’ technical and innovative capabilities.
In addition, underlining the importance of building an open environment with meaningful relationships throughout the entire value chain, All4Labels is working closely with leading partner companies to share this ethos, including Avery Dennison, Fedrigoni Self-Adhesive, Leonhard Kurz, H+M, Estal, Actega, Nilpeter, Omet, HP Indigo and Luxoro.
According to Guido, the Motherland campaign will demonstrate in very real terms how All4Labels is pioneering innovation with bold creativity, high quality and sustainable packaging solutions for local and global wine and spirits brands.
‘The goal for All4Labels,’ he continued, ‘is to enlarge its presence in this developing market. ‘Wine and spirits have been a core focus of our sales strategy for a long time, and we have developed an extremely high level of technical expertise in label production with exceptional finishes and embellishments for premium brands.’
In addition, guests were told, All4Labels is committed to producing labels and shrink sleeves in the most efficient and responsible way.
Wine labels for the Motherland campaign are being produced using innovative materials and technologies to reduce the carbon footprint by 80% compared to conventional means of producing premium labels. ‘We have developed and deployed an embellishment process that avoids waste while ensuring an exclusive tactile and visual effect.’
The Motherland campaign will continue over the coming months demonstrating both the global footprint and All4Labels’ vital local knowledge.
Sums up Paola Iannone, VP marketing and communication: ‘The Motherland campaign offers the opportunity to promote our brand with an inclusive message that we are all the sons and daughters of a mutual motherland. We believe products and brands, as well as people and countries, have their own specific DNAs – identities based on lands, heritage, stories and individual peculiarities. It will be a truly global journey and we are expecting to discover what makes us special through these unique designs.’
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