Issue link: http://winesandvines.uberflip.com/i/1031957
38 WINES&VINES October 2018 BOTTLES &LABELS BEST CLASSIC FORMAT PACKAGE DESIGN WINNERS SILVER: Deep Sea by Conway Family Wines, Santa Barbara, Calif. Upshot design helped on-premise sales Erica Odden, director of marketing for Rodney Strong Wine Estates, said the Upshot design succeeded in attracting consumer interest and in boosting sales. "Our goals were achieved, and consumers and trade alike remark on and pick up the package so they can further understand what it means and represents. People are curious about what is on the label, and that is what we wanted. "We have seen much higher sales in on- premise than expected as consumers trust the Rodney Strong name and are willing to try something new from us in a red blend with a unique name, label and positioning. We see this as a success," Odden said. She explained that the label depicts the wine- making process from the 2015 harvest to the 2017 release. From harvest dates to wine facts and varietal composition, the calendar creates visual interest on shelf, draws consumers in to find out more and educates them about the winemaking process. CLOSURE AND CAPSULE: Amcor DESIGNER: Tony Auston BOTTLE: O-I LABEL PRINTER: Multi Color Corp. GOLD: UPSHOT BY RODNEY STRONG WINE ESTATES, HEALDSBURG, CALIF. BRONZE: Stokes' Ghost by Scheid Family Wines, Greenfield, Calif. 2018 Best in Show Winner