Issue link: http://winesandvines.uberflip.com/i/1031957
32 WINES&VINES October 2018 BOTTLES &LABELS I t was a day packed full of packaging Aug. 9, as some of the leading innovators exhibited their products and services sur- rounding wine packaging, branding and marketing to nearly 500 wine industry profes- sionals at the Lincoln Theater in Yountville, Calif. During the course of the daylong confer- ence, guests were invited to attend panel dis- cussions addressing specific issues wineries face when developing a new brand or re- branding an existing product. Developing packaging that sells Jessica Gaedeke, vice president of the Nielsen Co.'s Innovation Practice, spoke alongside Brad Mayer, senior vice president of marketing for Seattle, Wash.-based Precept Wines, about data-driven design successes. According to Nielsen Innovation's latest re- search, 4,289 new wine items have been launched to market within the past year. This, Gaedeke said, makes decisions surrounding packaging all the more important. "Only packaging reaches 100% of potential buyers at the first moment of truth," said Gaedeke, explaining that most aver- age wine consumers don't know what they're going to buy when they walk into the store. Be- tween 50% and 80% of purchasing decisions are made at the shelf — and those decisions are highly influenced by packaging and design. "The label informs the consumer but also connects them to a brand," Gaedeke said. "Consumers will ask themselves, 'Does this bottle personify what I want it to personify?' and 'How will this wine interact with those around me?'" These are the kinds of connections consumers want to make with their products, connections that increase the likelihood of repeat business with a brand, she said. In 2016, Nielsen launched a new program to help beverage alcohol brands maximize their return on label design. Through its Opt-In Design Category Audit program, an online- based market-research program, the company aims to provide cost-effective evaluations of a brand's current label design. The program can assess whether a brand needs to be redesigned and, if so, how best to make those changes. Key questions the audit will address include how well a label is grabbing and holding consumers' attention among a competitive set; what personality traits or key messages a label conveys; whether or not a label is enhancing or detracting from core brand equities; and which design elements are performing well with consumers and which need improvement. Using wine labels owned under the Precept Wine umbrella, the 13th largest wine company in the U.S., according to Wine Business Monthly, and the fourth fastest-growing among the top 40, according to Nielsen Scan Data, Gaedeke presented the top six data-driven design les- sons Nielsen has learned thus far from its market-research data. • Don't fix what isn't broken. Design changes can be costly and even harmful to a brand. Test with consumers first to understand if a design change is actually needed. • Even slight evolutions can have a big impact. Understand which elements are working and which aren't. Enhancing small details doesn't necessarily require a total overhaul. • Validate a bold move. Explore broadly and don't be afraid to make significant changes, but validate these changes before going to market. • Ensure your package speaks up and says the right things. Stand out with eye-catching design elements and by owning distinct personality traits true to the brand. • Bring a meaningful story to life. A label isn't a brand's only platform: Tell a co- hesive story with advertising, POS ma- terials and in-person experiences. • Target through alternative packaging. A different package form, feature or Connecting to Consumers Through Packaging Conference features insights from Nielsen, alternative packaging and managing vendor consolidation By Stacy Briscoe CODY GEHRET Brad Mayer, with Precept Wines, discusses how to incorporate consumer data into packaging design.