Issue link: http://winesandvines.uberflip.com/i/172581
COVER STORY on the label. We liked how the clear bottle shows the artwork on our cork, so we hand dip the bottle so that part of the cork can still be seen," Merrill said. "We have train tracks that wrap around the cork, along with some of our key terms for our brand." Cryptic message bergin glass 34 W in es & V i ne s O C TOb e r 20 13 I f a label costs 20-30 cents per bottle, that same design converted into a screen print could cost 35-60 cents per bottle, depending on the number of colors and type of inks," said Lisa Ehrlich, vice president/ marketing at Purple Wine Co. "So the decorating cost can be 25%-50% more than a paper label." Since screen-printed bottles come to the bottling line ready to go, with no need for sometimes-tricky label Decorating costs can be 25%-50% more per application, the process does save bottle than traditional labels. money in production, Ehrlich pointed out, "since the screen-printed bottles run faster and more efficiently on the bottling line." Ehrlich offered a few more considerations for those pondering a change. "Screen printing requires more planning, is more time-sensitive and less flexible than a paper label. It's necessary to factor in additional lead time—three months ideally—ensuring that the glass is purchased in time to allow the bottles to be printed before the bottling date." This pre-planning requires close collaboration with glass suppliers and coordinating delivery to the bottle decorators. In periods of high demand, the decorators may need more lead time. "If wineries wait until the last minute, their production run might not happen in time," Ehrlich cautioned. "Finally, there is limited flexibility. With a paper label, if you decide to bottle less or more wine than planned, you simply don't use the labels—or ask for an additional label run from the printer. With silkscreen, whatever number of bottles get printed are the number you have. If you don't have enough, you'll need to scramble to get more glass decorated in time. If you have too much decorated glass, you have to discard it if it's vintage dated. With all these factors to consider, the final decision is whether the impact of a silkscreen design outweighs the costs. For Cryptic, we knew from the start that screen printing was the way to go," Ehrlich concluded. photo cour tesy of Another screen-printed bottle took the award for Graphic Design Embossed Label. Cryptic 2010 Red Wine, from Purple Wine Co. of Graton, Calif., is a classic design with a regal inspiration: The Cryptic wheel emblem printed in metallic gold was inspired by a "cipher machine" bearing the coat of arms of France's King Henri II. The 15,000 cases of the original 2010 vintage hit the market in August 2012 and are already sold out. "We're now into the 2011 vintage," said Lisa Ehrlich, vice president/marketing at Purple. Cryptic's suggested retail price is $16 per bottle, all sold through Purple's distributor network. "We had a very strong response from the restaurant trade," Ehrlich said. Purple stoked the enthusiasm with a large format, 3-liter bottle for display, which helped spark curiosity." Purple produces more than 400,000 cases annually; Cryptic is one of more than a dozen distinct brands. Ehrlich discussed how the screen-print process differs from paper labeling, starting with the essential label approvals. "There is no difference in label approval time. You simply treat the image the same way as you would a paper label—but you do need to show an image of how the finished bottle will look. We've had experience with this before," she said. "It doesn't really take longer, in theory. The screen printers who work with the wine industry have excellent in-house designers who can translate a paper label concept to screenprinting. But I think it works best when the design comes from a place where you have screen printing in mind from the start." Screen-printing tips from a pro J.F. Working with Napa's Bergin Glass Impressions, "Cryptic was designed with screen printing in mind," Ehrlich said. "Our team drew on the experience of our designer along with the skill of the in-house designer at Bergin to make the concept come to life." The package looks expensive for a moderately priced wine, and that's not just dazzle from the 24-karat gold ink. "Indeed, it costs more to produce a screen printed bottle than a paper label," Ehrlich explained. Ehrlich said that "flamingo red" was the "color of the year," but she and her collaborator, Paul Morales of San Francisco, Calif.-based Onyx Design, chose the name "blood-orange" for their blazing polylaminate capsule from Maverick in Ukiah, Calif. Divining design BTI did not overlook more traditional labels in its decision process. The Divining Rod 2010 Cabernet Sauvignon, a new label from Napa's venerable C. Mondavi & Family, combines quirky and traditional, earning the Creativity Gold award for paper labels. "We needed a label that was unlike any other," said Elaine Mellis, director of public The packaging on Purple Wine Co.'s Cryptic 2010 red blend elicited a strong response from the restaurant trade.