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Bud holiday bottle: 'Whassup?'

Stepping away from its traditional metallized label, Anheuser-Busch, St. Louis, MO, developed an eye-catching, “no-label” direct-print look for its 2000 Budweiser holiday promotion. The one-quart glass bottle is supplied by Anchor Glass Container (Tampa, FL). It’s decorated with seven-color heat-transfer printing from Avery Dennison’s Decorating Technologies Div. (Framingham, MA).
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FILED IN:  Package design  > Structural
     

Using bright colors and gold metallic inks Avery gravure-prints the graphics onto a proprietary release liner and adhesive that creates a permanent and durable bond to the bottle. Through heat and pressure an Avery TD1000 heat-transfer system transfers the image from the release liner to the glass bottle.

The front label touts the traditional Budweiser Clydesdale eight-horse hitch while the back is printed in gold with the bar code and a holiday message. A gold tamper-evident neckband tops off the brown-tinted bottle.

The commemorative holiday-edition bottle retailed for $9 to $10 and was available in a holiday gift set including two drinking glasses for $13.99 to $14.99. At press time Anheuser-Busch was unavailable for comment. (EF)

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