Michelman’s game-changing primer to accelerate digital shrink sleeve production

Michelman has introduced a technological leap for the beverage packaging industry with the unveiling of DigiPrime Vision 9200.

Revealed ahead of the Dscoop Edge Rockies event, this newest addition to the DigiPrime Vision series is a water-based, inline primer specifically engineered to streamline the production of shrink sleeves and high-performance labels on HP Indigo Digital Presses.

The innovation comes at a critical time for the sector, as the market for shrink sleeves printed with liquid electrophotography (LEP) is projected to grow by 19.5% annually through 2029.

As drink brands increasingly turn to digital printing for seasonal runs, limited editions, and personalised marketing, Michelman’s new primer addresses long-standing mechanical bottlenecks that have previously slowed down the transition from analogue to digital.

One of the most significant advantages for drink brands is the primer’s ability to be “seamed through.” Traditionally, press operators had to leave a “dry edge” — an un-primed strip on the substrate — to ensure that the sleeve could be securely seamed together. This required precise lane priming and the use of application-specific rollers, adding complexity and downtime to the set-up process.

DigiPrime Vision 9200 eliminates this requirement entirely. Operators can now apply the primer across the entire surface of the film, as the chemistry allows for a high seaming bond strength even when the solvent is applied directly over the primed area. This simplification significantly increases overall equipment effectiveness (OEE) and reduces the cost of consumables, allowing brands to get products to market faster.

Beyond production speed, the primer is designed to withstand the harsh environments typical of the beverage supply chain. It features enhanced water and chemical resistance, ensuring that shrink sleeves on chilled sodas or high-end spirits maintain their integrity and “shelf pop” despite exposure to moisture and friction.

The non-yellowing formulation ensures that the visual quality remains pristine over time, whether applied to transparent PETG shrink films or heavily textured, bright white wine label stocks. This versatility allows manufacturers to move seamlessly between different types of jobs — such as switching from a craft beer shrink sleeve to a premium textured wine label — without the need to swap out the primer.

In alignment with global sustainability initiatives, Michelman has developed DigiPrime Vision 9200 to be water-based and PFAS-free. The primer is also suitable for applications requiring food contact compliance, making it a safe and eco-conscious choice for the food and beverage industry.

By reducing media waste and simplifying press set-ups, the technology supports the “versatility of digital” while helping brands meet their environmental goals.

As Andy Rae, Michelman’s strategic account manager for digital printing, noted, the solution is designed to help press owners expand into the shrink sleeve market with confidence, delivering the “outstanding print quality and ink adhesion” that has become the hallmark of the DigiPrime brand.