Cellar to Glass: Plastic branding

Magners Cider is maintaining the integrity of its branding in its new sampling campaign with the help of a new process for printing logos on plastic tasting tumblers.

As demand for plastic glasses grows thanks to concern about drink-related disorder, the system could well be taken up by other drinks companies and brewers that want to keep their branding sharp.

Manufacturer Alumasc Dispense is claiming a breakthrough for its technique, which uses hot decal transfers. These have long been used in the UK to brand a variety of plastic goods, from power tools and computer keyboards to toys and mobile phones, but this is the first time they have been used to decorate plastic glassware.

Peter Blythe, glassware sales manager for Alumasc, believes the process offers "distinct advantages".

"Complex logos can be reproduced quickly - with perfect registration and no need for a location device - and in any colour, including metallic gold, which is integral to the Magners identity," he explains. "The material and decoration are designed for the rigours of a busy sampling environment, and present a premium look and feel."

The crystal polystyrene Magners tasting tumbler will be used at trade shows and other events to help build awareness in the face of the challenge to the leading packaged cider brand from a host of competitors.Alumasc's system works with reusable polycarbonate and polystyrene drinkware and uses pre-printed decals which are transferred to the surface of the tumbler using heat. These are then over-printed with an adhesive which permanently fuses the decal inks to the surface.

"The result is glasswasher safe," adds Peter, "and has been tested at 200 wash cycles with no adverse effects."