Avery Dennison has launched its latest innovation in adhesive technology, the Z2010 adhesive, designed to meet the growing demand for premium labels in the wine and spirits industry. This cutting-edge adhesive promises enhanced performance for heavier, embossed materials, setting a new standard for brands looking to make their products stand out on store shelves.
Collaborative Effort Behind the Z2010 Development
The development of Z2010 was a multi-team effort, with several departments working in tandem to bring the product to market. The project kicked off with adhesive screening by the Mill Hall-based adhesive development team, followed by rigorous internal testing by the Specialty and Durables R&D team. The Cleveland Films Facility (CFF) handled the experimental coating and qualification processes, while the Pilot Coater supported the converting work. The Central Lab in Building 22 played a critical role, completing standard adhesion and ice bucket tests to ensure the product's performance.
Once the adhesive passed internal tests, it was released for customer qualification, where select customers provided feedback on its performance. Avery Dennison’s procurement team also played a key role, navigating raw material challenges to ensure a smooth launch. Meanwhile, the Product Management, MarComm, and Sales teams collaborated on the value proposition and marketing materials, ensuring a comprehensive go-to-market strategy.
A Years-Long Journey to Innovation
The Z2010 adhesive was several years in the making, with the development process requiring careful refinements to the material. This extended timeline reflects Avery Dennison’s commitment to delivering a high-quality product that meets the specific needs of its clients.
What’s in a Name?
Interestingly, the name Z2010 doesn’t have a particular meaning. It was chosen to align with the existing Z adhesive range in Avery Dennison's wine and spirits portfolio. The company wanted to build on this naming convention to maintain consistency within its product offerings.
Designed for Premium Labels, Not Universal Use
While Z2010 offers exceptional performance for heavily embossed materials, it won’t replace all adhesives in Avery Dennison’s portfolio. The adhesive was specifically developed for customers seeking a more aggressive, permanent tack for premium labels. Other adhesives in the portfolio offer different results depending on customer requirements, allowing brands to choose the adhesive that best fits their needs.
Positive Industry Reception
Since its launch, the Z2010 adhesive has received positive feedback from customers, particularly for its ability to perform well on complex, decorated labels. This new adhesive is set to meet the growing industry trend of brands using embossed labels to differentiate their products on crowded store shelves.
Enhancing Shelf Appeal with Z2010
Z2010 makes it possible for brands to use highly decorated labels that endure throughout the product’s lifecycle. Typically, embossed labels—featuring high and low points on the material—are vulnerable to water penetration. However, Z2010’s advanced formulation ensures that the label remains intact, from application to end use, offering both aesthetic appeal and durability. This breakthrough is expected to be a game-changer for brands looking to enhance their visual impact.
With this new adhesive technology, Avery Dennison continues to push the boundaries of innovation, helping brands elevate their packaging and stand out in the marketplace.
