New O-I solution looks to take customised and recyclable glass bottles to new heights

O-I has announced it has become the first glass manufacturer to produce decorated glass bottles using variable data printing.

O-I : EXPRESSIONS SIGNATURE is said to provide a ‘more complex’ level of personalisation than ever on glass packaging.

The firm revealed that brands with personalised packaging are growing ‘40% faster’ than others and O-I’s innovation enables drinks companies to offer a collectable bottle to customers from one source file.

O-I : EXPRESSIONS SIGNATURE offers brand owners the opportunity to choose from several variations during the same print run including: changing a graphic on the bottle; changing the colours within the graphic design; changing a name or a word on the bottle; using different customised digitally printed effects with O-I : EXPRESSIONS RELIEF; and serialisation of the bottles, for example by applying a sequential number for limited editions or an individual fixed code.

Such a high level of customisation is said to bring a more exciting customer experience and also enable increased traceability solutions.

O-I added that it has collaborated with its technology partners to overcome a range of technical challenges including ensuring the accuracy of reading the customer’s data, minimising time delay in the print cycle, inspecting variably printed bottles, and data protection.

Melianthe Leeman, global marketing director, wines and spirits at O-I, said, “This is an exciting time to be in glass manufacture as the industry is developing more attractive and sustainable packaging at speed. We see great opportunities for O-I : EXPRESSIONS SIGNATURE not just for premium and luxury special editions but also for global brands who can make one run of a common bottle shape then create culturally appropriate designs for different markets within the same print run.”