Avery Dennison focusing on beer, wine and spirits market

Already one of the more popular labeling segments for converters, the beer, wine, and spirits market has been impacted significantly over the past year. Given the chaotic nature of the pandemic, this area saw increased focus from consumers – translating to varying demand for label printers amidst changing habits in purchasing.

US alcohol per capita consumption has peaked. According to Vanita Marzette, senior product manager of wine and spirits, Avery Dennison Label and Packaging Materials, consumers adapted their spending habits to the new normal, buying their wine and spirits at grocery stores and through DTC channels.  Of course, e-commerce played a significant role in beer, wine and spirits purchasing during the COVID-19 pandemic.

“E-commerce saw a 153% increase in sales growth and a 191% increase in number of orders in 2020,” notes Marzette. “DTC volume grew at 31% as Americans reached out to purchase wine directly from their favorite wineries, and the wineries reciprocated by offering entertaining virtual wine tastings, discounts and online events. US Spirits have been gaining share of total alcohol from beer and wine, with sales rising to 39.1% percent of the total beverage alcohol market.

Ready-to-drink (RTD) beverages and hard seltzers, which saw increased popularity during the pandemic, will continue to be popular, says Marzette. RTD sales growth has accelerated in the off-premises. In the future, continued vaccinations and treatment methods, this market will continue to stabilize.

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