Wines & Vines

October 2014 Bottles and Labels Issue

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28 W i n e s & V i n e s O C T O B e R 2 0 1 4 W&V Packaging Conference Hosts Experts N apa, Calif.—A total of 335 attend- ees joined the Wines & Vines Pack- aging Conference held Aug. 20 in downtown Napa. Chet Klingensmith, president and pub- lisher of Wines & Vines, said, "We were overwhelmed by the great attendance and positive feedback we received from W&V Pack. It shows that our readers value the idea of a small-scale, focused conference and trade show." Curtis Mann, senior business man- ager for wine, beer and spirits at the 118 markets owned by Raley's Family of Fine Stores, offered a look at wine sales and how they relate to packaging. For one thing, he said, don't ignore the shipper (case box). Stores often use the colorful, fully designed ones for displays, and they can have a big impact. He also noted a trend back toward dark labels. "That works since so many other labels are white, but if everyone does it, the bottles won't stand out." Mann said that silk-screened labeling achieves the dark label-look, but they rarely look upscale. Straightforward labels such as one that proclaims the product in big letters help customers who are confused by the clutter of products on the shelves. Mann finds that unusual 750ml bottles can work if they are executed well. One such wine he highlighted is Coppola's Sofia, which has an elegant look and style. —Paul Franson Sales manager Bradley Kruse gives a demonstration of G3 products to attendees. More than 330 wine industry professionals attended the inaugural Wines & Vines Packaging Conference, which included breakfast and lunch sponsored by G3 Enterprises and Diam Closures. Curtis Mann of Raley's Family of Fine Stores and David Schuemann of CF Napa prepare to speak at the morning general session about packaging's effect on sales and implementing innovative design. David Pearson discusses anti-counterfeiting technologies used to protect Opus One wines. Faces& Forums N E W S M A K E R S

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