Canadian Packaging

Special Jack Daniel's bottle gets special look

U.K. bottle of iconic whiskey gets a stylish feel from Eastman Packaging resin.


June 5, 2012
by Canadian Packaging Staff

For the 2011 birthday of founder Jack Daniel, the Jack Daniel’s brand released a special U.K. birthday edition of its blissful Tennessee Whiskey last September in a month long fete, as no one apparently knows when the founder was actually born.

CCL Label Decorative Sleeves, a Norfolk, England company that is Europe’s largest supplier of shrink sleeves, created a stylish matte black, full body sleeve using shrink film made from Eastman Chemical Company‘s Embrace LV co-polyester resin that eliminates the costly direct-on-glass screen-printing while maintaining a high-quality look.

The Embrace LV co-polyester resin is used to form a shrink film that provides superb printing capabilities and shrink stability, while still ensuring a consistent level film edge with perfect alignment at the top and bottom of containers. This stability eliminates uneven gaps between film and container edge and is ideal for unique shapes requiring a high ultimate shrink—like the U.K. birthday bottle bottle.

Says brand manager Jamie Butler of Brown Forman Beverages, the owners of the Jack Daniel’s brand: “We needed a reliable and technically-expert supplier who could both meet our deadlines and deliver the attention-grabbing look we required.

“The resulting sleeve has delivered on all counts.”

Featuring six-color rotogravure printing with gold and white accents surrounded by the brand’s trademark metalwork motif, the matte black sleeve appears to accentuate the special birthday edition bottle’s iconic square shape.

CCL sales director Jon Cowan states, “This was a very challenging project, especially in achieving a consistent, crease-free finish, requiring a twist-free and consistent film. Jack Daniel’s had very precise requirements regarding positioning and no distortion of the design of the logo in the neck.

“Additionally, a square profile bottle formed to a round neck created an uneven film path, so a consistent and very high shrink percentage of the film was essential.”

The correct placement of the sleeve was also critical to ensure that the branding was always centered on the front face of the bottle.

In addition, the matte finish is scuff resistant enabling the brand’s quality image to be maintained throughout the distribution process and in the home. Further, where there are no printed graphics, the high transparency of the film ensures an excellent view of the all-important bottle contents.

About Eastman Chemical Company

Eastman, a global company headquartered in Kingsport, TN, manufactures everyday use chemicals, fibers and plastics, with 2011 sales of $7.2 billion.