Wausau Coated Products Introduces WA-699, a New Wash-Away Adhesive for Reusable Glass Labels

Wausau Coated Products has announced the launch of WA-699, a new wash-away adhesive technology developed for labels intended for reusable and returnable glass packaging. The solution is designed to combine the performance of a traditionally permanent pressure-sensitive adhesive with the ability to remove labels cleanly, without leaving residue, helping advance bottle reuse and recycling programs.

Secure Adhesion and Residue-Free Removal

Designed for glass and other non-porous surfaces, WA-699 is formulated to keep labels securely attached throughout use, even under demanding conditions such as exposure to ice buckets. At the same time, the adhesive can be removed using commercial hot-water and caustic wash systems or, in home settings, with hot water and agitation.

The technology addresses one of the key requirements of reusable packaging: ensuring that labels remain firmly attached during distribution, storage, and consumption, while facilitating their removal during subsequent bottle-washing processes.

WA-699 is a water-based acrylic emulsion designed to provide good initial tack on a wide range of surfaces. Applications include wine, spirits, craft beverage bottles, and other glass containers intended for reuse.

Two Label Materials for Premium Applications

The initial launch includes two FSC®-certified facestock options, both paired with the WA-699 adhesive and a 1.2 mil polyester liner containing 90% recycled material (r-PET).

The two available constructions are:

• 70# Bright White Felt 30% PCW with Wet Strength, a bright white material containing 30% post-consumer waste and offering wet-strength properties.
• 60# Estate Label® #8 Vellum with Wet Strength, a vellum-finish material designed for premium labeling applications and featuring wet-strength properties.

The company also notes that the adhesive technology can be paired with additional facestock and liner combinations, expanding its potential applications to meet a variety of labeling requirements.

Circular Packaging: Balancing Performance and Sustainability

The introduction of WA-699 reflects the growing demand for packaging solutions that combine visual appeal, functionality, and environmental objectives. In the wine and spirits sector, where bottle presentation plays a significant role in product positioning, the ability to maintain reliable label performance during use and remove labels effectively at the end of the use cycle is an important factor in supporting glass reuse systems.

“Wine and beverage brands continue to look for packaging solutions that balance premium presentation with sustainability goals,” said Gina Roemke, Senior Product Category Manager – Rolls at Wausau Coated Products. “WA-699 gives brands the performance they need on the shelf and in the consumer experience while helping support circular packaging initiatives through bottle reuse.”

By combining in-use durability, removability, and material options with sustainability credentials, WA-699 is positioned as a solution for label converters and brands looking to develop reusable packaging programs.

Industry professionals will meet at ABS Europe 2026 – Adhesives Bonding & Sealants, the first event dedicated to adhesives, glues, sealants, foams, tapes, resins, coatings, laminates and films in Italy and the Mediterranean region, taking place from October 27 to 29, 2026, at Vicenza Exhibition Center.