TAKEAWAYS
- Amidst a global surge in demand for organic wines, Doña Paula wanted to redefine sustainability in winemaking with its "Unique" line of organic wines. Against a backdrop of staggering statistics highlighting the exponential growth of the organic wine sector, Doña Paula’s commitment to environmental responsibility stood out as a guiding light.
- Doña Paula turned to UPM Raflatac. Their commitment to crafting label materials beyond fossils, and in this case, sourced entirely from recycled components aligned seamlessly with the winery's ethos. ENVI® is made from 100% Post Consumer Waste (PCW) materials and has an ultra-white appearance. The material has outstanding print fidelity and excellent embossing.
- With their printing expertise, MCC Argentina chose a flexographic method, to produce vivid, life like images that brought Doña Paula's vision to life.
Doña Paula’s Vision and the Wine Market in Argentina
When Doña Paula embarked on their journey to introduce the "Unique" line of organic wines, their commitment to sustainability extended beyond the vineyards. The challenge was clear: to create a packaging solution that mirrored the essence of their sustainable-focus brand. Central to this narrative were the partnerships formed with two key collaborators: UPM Raflatac and MCC Argentina.
"The significant increase in consumption of organic wines in recent years, both globally and in Argentina, underscores consumers' escalating interest in sustainability," notes Martín Kaiser, Director Enológico de Bodega Doña Paula. "With Unique, we are striving to not just meet but exceed these demands, leveraging new technologies to enhance efficiency, biodiversity, and carbon footprint reduction in our processes."
In Argentina alone, the internal consumption of organic wines soared to 167,125 liters in 2020, marking an astounding 5000% growth compared to 2018. This meteoric rise continued unabated, estimated to sustain an annual growth rate of around 20% in the following two years. Millennials and centennials emerged as key drivers behind this surge, fueling a shift toward sustainable consumption.
The country witnessed a notable rise in the number of organic wine producers, with the count escalating from 79 registered wineries in 2020 to 142 establishments in 2022. This surge not only mirrored Argentina's commitment to organic viticulture but also echoed a global trend toward environmentally conscious practices.
Amidst a global surge in demand for organic wines, Doña Paula embarked on a mission to redefine sustainability in winemaking with its "Unique" line of organic wines. Against a backdrop of staggering statistics highlighting the exponential growth of the organic wine sector, their commitment to environmental responsibility stood out as a guiding light.
Creating the Perfect Package
While UPM Raflatac stood as a beacon for sustainable label materials, MCC Argentina served as the artistic hand behind the label's tangible manifestation.
In the pursuit of a more sustainable packaging solution, Doña Paula turned to UPM Raflatac. Their commitment to crafting label materials beyond fossils, and in this case, sourced entirely from recycled components aligned seamlessly with the winery's ethos. Here was a collaborator who shared their dedication to sustainability, making them the perfect choice for supplying label materials that mirrored nature's purity. Ultimately, Doña Paula chose ENVI® as the label material. Made from 100% Post-Consumer Waste, ENVI® has an ultra-white appearance, outstanding print fidelity, and excellent embossing.
Concurrently, the quest for a label that would visually encapsulate the essence of the "Unique" line found its muse in MCC Argentina's printing expertise. Employing flexographic printing, MCC not only embraced the challenge but elevated it to an art form. The flexographic method, renowned for its versatility and ability to reproduce vivid, lifelike images, provided the canvas for Doña Paula's vision to come to life. MCC Argentina feels proud to have participated in the development of Doña Paula's Unique wine label. Despite challenges in printing due to the variety of realistic images and finishes, the team achieved what the client sought, developing a delicate, colorful, and fresh label.
In a harmonious synergy between UPM Raflatac's sustainable label materials and MCC Argentina's flexographic prowess, the label design metamorphosed into a visual masterpiece. Realistic depictions of the vineyards' bounty, vibrant colors reflecting the essence of the wines, and intricate finishes danced elegantly across the label—each stroke an ode to nature's canvas.
Through a convergence of sustainable innovation and artistic finesse, the collaboration between UPM Raflatac, MCC Argentina, and Doña Paula realized a packaging solution that transcended mere functionality. It became a canvas that narrated a story—a story of sustainable viticulture, artistic innovation, and a shared commitment to environmental stewardship.
As the curtains rose on the "Unique" line of organic wines, each bottle not only held the essence of superior craftsmanship but also whispered tales of a collaborative journey—a journey where sustainability met artistry in the most exquisite blend.