Issue link: http://winesandvines.uberflip.com/i/144804
CLOSURES colors. They are not always consistent." New materials and new processes bring along new baggage. "It's a challenge dealing with paints and substrates with metallic components," Sterling said. "Consumer taste for what wine needs to look like has changed a lot. We used to try to make things look quite traditional, but splashy capsules really work for a certain price point," she said. Her big-league clientele has afforded her the opportunity to sit in and observe numerous consumer focus groups. "You'd be surprised to know how important the capsule/closure is to consumers." For this reason, Sterling said, "We always put graphics on the top of the bottle. It's important for both end-users and restaurants." Her clients, she said, use a lot of screwcaps, which offer similar décor options. Aluminum, though, does present one drawback: The raw, shiny metallic capsule can look cheap, so if a client wants a "silver" capsule, Sterling recommends painting the topper with a duller, richer-looking paint. "From an aesthetic standpoint, I prefer tin capsules or no capsule at all. Sometimes I want the capsule to complement the design of the bottle, and sometimes I just want it to disappear, allowing the label to be the focal point," said Kevin Cole at Sara Nelson Design in Pasco, Wash. "I love the look of a dollop of wax atop the cork, and even some wax-dipped closures. However, from a usability/ marketing standpoint, screwcaps are a great choice for wines with a lower price point," Cole said. Penniman noted the context of aesthetics in wine marketing design. "When the wine consumer sees a fluorescent orange capsule, it is hard for them to take the contents seriously. There are all kinds of attention getting. Some of it can be repulsive. To me, the most important element is appropriateness to the contents. There is a time for a playful design and a time for elegant, arresting and understated design." "In a congested market of many options," Carson said, "differentiation is key. Fine design can translate in target consumers as fine wine." Branding inside the bottle Producers who choose natural, technical or synthetic corks have yet another opportunity to reinforce their brand: imprinting the cork, and/or choosing a standout color of synthetic corks. Designers have their input here as well: 67% said they "sometimes" weigh in on branded stoppers and colors, and 33% said they "always" share their opinions on this topic with clients. "For on-premise situations it is a good idea to have branding and website information on the cork: something the consumer can take with them to help them remember and ideally lead Q For natural/technical/synthetic cork: Do you have input on marking the stopper with branded printing, or choosing special colors? 67% Sometimes 33% Yes, always 0% Never Win es & Vin e s AU GU ST 20 13 53