The shrink-sleeve transformed soft drinks packaging because it released bottle designers from the shackles of label areas which need to be straight. Any shape (almost) can be shrink-sleeved, thanks to a clever piece of programming that prevents image distortion.
Designers can also choose between sleeving the entire bottle or leaving areas of transparency, and we can use matt and even metallic effects. It’s not an easy choice to make, but I’d be cautious about dropping the emotional pull of clear liquid for a rational product story that won’t get noticed quickly enough.