As all of you may know, every single producer and company take into high consideration the packaging of their products.
In the last period I studied and analyzed more closely packaging in the wine industry, here is a brief summary I’d like to share with you all.
The dress of a bottle
In the wine industry packaging comes down to different, not many though, means used to communicate the product. The first that comes to your mind, and mine too, is the label obviously. But think about the shape and size of the bottle used, as well as a box or even the quality of the corks. These are all means used to create the “dress” of the bottle, meant to stimulate consumers’ interest and create a link between desire and consumption.
▶ How many times do we find ourselves among shelves full of bottles and, perhaps even unconsciously, we get caught by a particular one?
The label of the wine is the first element influencing consumers’ judgment. This can completely change our perception of a product and, therefore, determining consumers’ choice.
For many years, wine labels were only used as informational features, but in the past years, this has completely changed. Graphic and design are now considered of primary importance for the presentation of a bottle. Many producers realized the importance of relying on creativity and on the imagination in order to re-launch their own image and achieve greater success (as we had the opportunity to see with Bartolo Mascarello!)
The second factor that we clearly notice is the bottle: its shape,
Now more then ever sustainability is a core agent determining producers’ choices.
Let’s see an example of a winery called Salcheto in Montepulciano. In order to can their wines, they choose cases obtained from the wood of worn pallets. They then pack the bottles with soft separators made of waste obtained from the manufacture of ecological diapers, thus ensuring a safe and ecological product. In the wooden case, along with the wine, they deposit seeds in order to re-use the package for rosemary or sage plants. A clear example of how innovative and sustainable packaging can be!
Moving overseas, there’s this winery called Truett-Hurst who developed a clever idea to help customers choosing which wine to buy. The idea is relatively simple and goes along with the strategy of one of the most popular beverage packaging companies in the U.K, Stranger & Stranger.
Truett-Hurst made wine more accessible and easier to purchase using packaging as a mean of education, divulgation and, communication for costumers. This is a clever move intended to reshape the customer’s experience and increase customer’s familiarization with the product. Once this link is created, the game is done!
Back to business, they launched a line of five bottles called “Evocative Wrapped Bottles”, and wrapped them in recycled paper. The latter is resistant and creative, as it is covered with colored images and, thus, encloses valuable content for customers. The bottle tells a story, gives a suggestion on food-wine pairing; satisfying the two main needs of customers. This way, customers feel more active in the choice of the product and, therefore, select the wine that better suits their desires and the circumstances they find themselves in.
Packaging creates a “brand image ”, what consumers recognize of the brand. When people purchase wine, they look for something that reflects their personality and, therefore,
I hope I have provided you with some interesting ideas. Despite the vastness of this argument, remember, the packaging of a bottle can determine its wildest success, as well the most disappointing defeat!
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