In China, the hottest item in the beverage industry this summer is the "label-free" water bottle!

Master Kong, one of the Chinese powerhouses in the industry, has recently launched its label-free bottled water under one of its beverage brands on JD's official flagship store. By selling it in bulk, the product quickly soared to the top of the bestseller list.

Master Kong's new label-free, lightweight bottle emphasizes the concept of “no label, no ink, and no adhesive”. An engraved logo on the bottle enhances brand recognition.

This is not the first time the brand has introduced label-free bottled water; back in 2022, it launched a label-free PET bottle focused on low-carbon principles.

Master Kong's new label-free, lightweight bottle.

Successful crossover collaborations

In June, Nongfu Spring partnered with Sam's Club to launch the Member's Mark label-free bottled water, fully embracing sustainable principles from production to recycling.

The bottle is made from 100% recyclable food-grade PET material and eliminates traditional plastic label and ink printing, using laser engraving technology to display only essential product information.

This design not only provides a sleek and modern aesthetic but also simplifies the recycling process by removing the need for label separation, thereby enhancing recycling efficiency.

In May, Yili also partnered with Sam's Club to launch a mineral water product that completely omits traditional plastic labels, featuring the brand logo and product information directly laser-engraved onto the bottle.

The label-free bottled mineral water launched by Yili and Sam's Club.

Notable brands embracing the trend

In China, several other major brands are joining the label-free trend in packaging:

• Evian × Cathay Pacific: Starting July 2025, on designated intercontinental flights and in lounges, such as those between Hong Kong and Los Angeles, Cathay Pacific has offered offer 400ml bottled water in label-free rPET bottles, which are 100% recyclable.

• Coca-Cola: In June 2025, the brand launched label-free bottled mineral water in the Taiwan region market, available through 7-ELEVEN and e-commerce channels. Coca-Cola is also collaborating with a Hong Kong recycling firm to establish a closed-loop bottle-to-bottle recycling system.

• Eastroc Beverage: In June 2022, the Chinese brand released an eco-friendly version of its classic bottled drink, completely eliminating bottle labels. The bottles are made from transparent 100% recyclable PET, with brand and regulatory information provided via an electronic code.

Notably, label-free products are now primarily mainly sold in bulk in China, with individual bottle retail still in the pilot stage. This approach mainly targets supermarkets in first- and second-tier cities, as well as e-commerce and membership store channels.