UPM is strengthening its purpose-built adhesive offering with UPM Vetro™ – a solution designed specifically for the demanding requirements of wine and spirits labeling.

In wine and spirits, the label sells the first bottle. UPM Vetro adhesives protect brand identity by maintaining the label’s premium appearance throughout the bottle’s lifecycle. Resistance to wrinkling, edge lifting and greying ensures labels stay visually flawless, even in humid cellars, chilled displays and full ice bucket immersion.

Part of the UPM Raflatac™ portfolio, UPM Vetro is built on decades of adhesive expertise and a global innovation network. Formulations are supported by pre-assessed performance data and application documentation, helping customers streamline qualification processes.

The UPM Vetro portfolio includes solutions such as adhesives for high-moisture environments, as well as options for challenging curved surfaces like neck and mini bottles. These adhesives ensure labels stick where others fail, while preserving the visual impact brands depend on.

"With demanding label applications, adhesive selection is a critical decision. Our purpose-built UPM Vetro adhesive solutions help our customers choose the right performance for wine and spirits products,” says Christian Szameit, Senior Vice President, Global Markets at UPM Adhesive Materials.

For more information, please contact: Anna Hunt, Director, Marketing, Sustainability and Communications, UPM Adhesive Materials Americas, anna.hunt@upm.com, +1 828 290 8593