The idea of using flexible packaging for wine and spirits is gaining traction by the day, and with good reason. Reduced costs, increased sustainability and the ability to create eye-catching designs that jump off the shelf are just three arguments for moving away from rigid packaging.

P&G’s Lenor, Unstoppables and Fairy brands will become the first commercial implementations of HolyGrail intelligent packaging in Europe. HolyGrail digital watermarks are imperceptible to the human eye but can be detected by optical scanners at MRFs.