Abstract: Containers for beverages are rotated about their own axes and are simultaneously transported past a water applying sponge and thereupon past an applicator of labels which completely surround the peripheral surfaces of the respective containers so that the leader of each label is overlapped by its trailing end. The films of water which are applied by the sponge reduce the likelihood of slippage of labels relative to the peripheral surfaces during draping of the labels, and such films evaporate when the application of labels is completed so that the labels surround but do not adhere to the containers. The trailing ends of the labels are coated with adhesive which bonds them to the respective leaders.