Xaar and Polipress partnership transforms premium labels

In a  move targeting the high-growth premium wine and spirits sector, inkjet technology leader Xaar has partnered with Italian label specialist Polipress to integrate Versatex printbars into their production workflow.

This collaboration aims to provide drinks producers with high-impact, tactile labels that blend the efficiency of digital printing with the luxury aesthetic required for the “Made in Italy” market.

The integration of the Versatex printbar allows Polipress to offer digital embellishments — such as high-build spot varnishes and digital foiling — without the traditional need for expensive plates or screens. This technology enables wine producers to create sensory, tactile effects that heighten the consumer’s perception of quality at the point of purchase.

According to Graham Tweedale, chief operating officer at Xaar, the technology is a game-changer for brand differentiation: “The Versatex printbar offers a versatile, cost-effective way to add high-value features like tactile effects and digital foiling to labels. It enables Polipress to provide their customers with the agility and creative freedom that digital technology brings, helping brands to truly stand out on the shelf.”

Key benefits for premium drinks producers include:

• Tactile impact: producers can apply varying heights of varnish to create embossed effects that encourage consumer interaction through touch.
• Sustainability & efficiency: by removing the need for physical dies and reducing setup waste, the Versatex system aligns with the industry’s push for more sustainable production methods.
• Agility for small batches: the digital nature of the printbar makes it ideal for limited editions, regional variants, and artisanal runs that would otherwise be cost-prohibitive.

For Polipress, based in the heart of Italy’s wine country, the investment is about meeting the evolving demands of sophisticated brand owners. Mino Polidori, owner of Polipress, highlighted the importance of this technical leap: “The addition of the Xaar Versatex printbar is a significant step forward for us. It allows us to offer our clients the latest in digital embellishments, ensuring their products look and feel premium while maintaining the flexibility and speed that digital printing provides.”

This partnership signals a wider trend in the drinks trade: the move away from one-size-fits-all packaging toward hyper-personalised, high-end labels that can be produced sustainably and on-demand.