The labels are made from cherry backed with a thin film and adhesive. They were printed using a digital process by the company, MPS in Michigan, and can be supplied in sheets or rolls.

The design is to evoke the barrels in which the bourbon is aged. They were a year in development and can be applied to a variety of surfaces, including glass, plastic, metal and rigid containers.

MPS said the veneer is extremely thin and flexible and can be worked lilke paper. The company said birch and cherry work best; as well as being primed, they can be pre-stained to mimic other species.

"Much like we buy furniture with a cherry finish where the wood is actually poplar, you can print the wood colour or look using either the birch or cherry. Other hardwood veneers such as bamboo are available but would need to be tested prior to production," a spokesperson said.