June 8, 2026 – UPM is strengthening its purpose-built adhesive offering with UPM Vetro™ – a solution designed specifically for the demanding requirements of wine and spirits labeling.
In wine and spirits, the label sells the first bottle. UPM Vetro adhesives protect brand identity by maintaining the label’s premium appearance throughout the bottle’s lifecycle. Resistance to wrinkling, edge lifting and greying ensures labels stay visually flawless, even in humid cellars, chilled displays and full ice bucket immersion.
Part of the UPM Raflatac™ portfolio, UPM Vetro is built on decades of adhesive expertise and a global innovation network. Formulations are supported by pre-assessed performance data and application documentation, helping customers streamline qualification processes.
The UPM Vetro portfolio includes solutions such as adhesives for high-moisture environments, as well as options for challenging curved surfaces like neck and mini bottles. These adhesives ensure labels stick where others fail, while preserving the visual impact brands depend on.
“With demanding label applications, adhesive selection is a critical decision. Our purpose-built UPM Vetro adhesive solutions help our customers choose the right performance for wine and spirits products,” says Christian Szameit, Senior Vice President, Global Markets at UPM Adhesive Materials.
For more information, please contact: Anna Hunt, Director, Marketing, Sustainability and Communications, UPM Adhesive Materials Americas, anna.hunt@upm.com, +1 828 290 8593
About UPM Adhesive Materials
UPM Adhesive Materials provides high-performance, innovative self-adhesive products, including label materials, graphics solutions, and specialty tapes, as well as reliable services close to customers. We are one of UPM’s fastest-growing global businesses employing around 3,300 professionals. In 2025, our sales reached nearly €1.7 billion ($1.95 billion). Read more: adhesivematerials.upm.com
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About UPM
UPM is a material solutions company, renewing products and entire value chains with an extensive portfolio of renewable fibres, advanced materials, decarbonization solutions, and communication papers. Our performance in sustainability has been recognized by third parties, including EcoVadis and the Dow Jones Sustainability Indices. We operate globally and employ approximately 15,100 people worldwide, with annual sales of approximately €9.7 billion. Our shares are listed on Nasdaq Helsinki Ltd.
Read more: upm.com
