Wines & Vines

October 2014 Bottles and Labels Issue

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30 W i n e s & V i n e s O C T O b e r 2 0 1 4 fter centuries of traditional wine packaging, the past decade has opened the doors to experimentation in design and materials. Small to medium-sized wineries are harnessing their creativity to reach the millennial market (ages 21-35), for whom social media is the lingua franca. You needn't reject the bottle-and-cork (or screwcap) model to break the mold, although the market won't object if you do. Here, we report some recent breakout designs that may help get you started. Magic with labels Terravant Wine Co. is a custom-crush facility in Buellton, Calif., producing some 300,000 cases per year for many Central Coast wineries. Since its inception in 2006, it also has produced its own brands. This year it has introduced two brands in exceptional packages. The first two, Spin the Bottle and Heartache, are bottled in glass with cork- and-capsule finishes. It's the labels that make them stand out on retail shelves. Their "lenticular" labels cannot ade- quately be reproduced in the print medium. Lenticular printing provides an illusion of depth, or in this case, of motion, depending on the angle of per- ception. Developed in the 1940s, most of us have seen the technology in mid-cen- tury novelty cards or advertising graphics. The result is not unlike a portrait whose eyes seem to follow you, and the labels may make buyers feel a bit buzzed before they open the bottle. Terravant's examples feature a bottle that appears to spin and a heart being crushed for Heartache red blend. They've been selling at major national retailers throughout 2014. The label stock is from Interlaced Len- ticular Plastic, and it is printed at Tracer in White Plains, N.Y., and Los Angeles, Calif. Wine Packages Go Wild Consumers embrace tradition with an experimental twist By Jane Firstenfeld Highlights • Wine packaging is now open to limitless variations: Containers, décor and closures are all negotiable. Distributors, retailers and consumers welcome all comers. • Even if you retain an established package for an established brand, new brands or tiers offer opportunities to experiment. • New packaging design or materials may reflect your price point, so consider all the variables and allow ample time in your release schedule. p a c k a g i n g C O V E R S T O R Y BOTTLES &LABELS SPeCIAL RePoRT: Bottles and laBels 2014 Editor's notE: For the second year Wines & Vines is taking a close look at the latest developments in wine packaging—specifically the bottles and labels that stand apart from the competition. On this page contributing editor Jane Firstenfeld looks at designs that venture to the wild side. On page 37 we continue the anti-counterfeiting series by French researcher Eric Przyswa. An article on page 44 examines the science fueling the cork vs. screwcap debate, and page 46 contains a review of our Wines & Vines Packaging Conference content. terravant's lenticular labels utilize special materials and printing techniques so the image appears to spin when the wine bottle is viewed from different angles. Wine PaCkages go Wild, page 30 anti-CounterFeiting teCHnologY, page 37 Bottles and laBels suPPliers, page 42 tasting tHe eFFeCts oF Wine Closures, page 44 innoVations in laBels and Printing, page 46

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