Wausau Coated Products’ new WA-669 wash-away adhesive enables bottle reuse with 90% recycled liner

USA – Wausau Coated Products has introduced WA-669, a wash-away label adhesive for reusable and returnable glass packaging that delivers secure adhesion during ice bucket exposure while washing away cleanly in commercial caustic systems or at home, supporting bottle-to-bottle reuse programmes.

The product, designed for glass and other non-porous surfaces, will debut publicly at LOUPE Americas 2026, where samples and live demonstrations will be available. 

The first release covers two FSC-certified wine and spirits facestock materials: 70# Bright White Felt 30% PCW with Wet Strength and 60# Estate Label #8 Vellum with Wet Strength. Both are combined with WA-669 adhesive and a 1.2 mil 90% recycled polyester liner. 

Why Reusable Glass Packaging Needs Wash-Off Adhesives

Returnable glass bottle systems, common in the U.S. until the 1960s, require labels that can be removed during washing so that containers can be refilled. 

Adhesive residue on refilled bottles would reduce transparency and contaminate the wash water, while permanent adhesives can cause “ghosting” on recycled glass flakes. 

Wausau’s wash-away technology is designed to remain securely affixed during normal use, including exposure to ice, but to release in hot water and agitation. 

This functional requirement is central to circular packaging initiatives, as bottle reuse is one of the most energy-efficient recycling paths compared to single-use container recycling.

Wausau’s Position in the Label Materials Market

Gina Roemke, Senior Product Category Manager for Rolls at Wausau Coated Products, stated that wine and beverage brands continue to look for packaging solutions that balance premium presentation with sustainability goals. 

She added that WA-669 gives brands the performance they need on the shelf and in the consumer experience while helping support circular packaging initiatives through bottle reuse. 

The adhesive can be used with other facestock and liner combinations for different labelling needs, positioning the product for broader application beyond the initial wine and spirits launch. 

Wausau Coated Products is a family-owned and operated manufacturing business with distribution facilities across the US and Mexico, along with distribution channels in Central and South America, the Caribbean, New Zealand and Australia.

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