Designed for integration into a conventional glass bottle labeller, the device serves to position a speciality type bottle (2) (square, rectangular, triangular or oval in section) in readiness for application of a label, then to press and smooth the label onto the correctly aligned bottle; the initial alignment is brought about by means of a fixed guide rail (3) operating in conjunction with a movable locator (5) mounted to a plate (15) and reciprocated by a cam-driven plunger (8), whereupom the label is flattened thoroughly over the glass by an assembly of pivoting rollers (7) carried by the same mounting plate (15). Simple and effective in design and operation, the device leads ultimately to a more compact machine and to better quality labelling.