A process for labelling containers or bottles by applying tubular labels made of heat shrinkable film which completely surround an outer surface area of the bottle. The process and machine include winding a precut label from a reeled film on a rotating tubular round plate supported by a roundabout labelling machine, the bottle abuts on the round plate and the label is wound on the underlying tubular portion. The tubular surface of the round plate is provided with a plurality of holes alternatively supplying or drawing air for establishing a positive or negative pressure respectively on the label surface. The overlapped vertical ends of the label are heat sealed by an electrically heated bar located at each round plate or are chemically bonded. The tubular round plate and the container on it can vertically move to transfer the container into the tubular label.
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