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C O V EK ASG O N Y PA C R TI R G Special Report Bottles and labels Editor's note: This is the first Bottles and Labels Issue of Wines & Vines. The special report that starts here and continues for 14 pages recognizes that wine packaging is experiencing an extremely rapid period of change, and tries to help winery owners, marketers and operations people better understand how to capitalize on the changes. Award-Winning Packaging, page 32 Optimizing Labels for Marketing Purposes, page 38 Guide to Packaging Suppliers, page 40 Experts dissect effective labels, page 42 Seminar explores Counterfeit protection, page 44 BOTTLES &LABELS Best of the Bottles We examine the elements of winning packaging By Jane Firstenfeld highlights • lanning ahead, collaborating with P suppliers and attention to detail are always key when adopting a new package. • se the entire 360° surface of a bottle U to showcase your brand. • he lowly shipping case is also worthy T of design attention. • ven older wineries can profit from E fresh designs for new products. 32 W in es & V i ne s O C TOb e r 20 13 W ine packaging plays an important role in the industry and in Wines & Vines' editorial coverage, but this magazine does not normally rely on competitions for our reporting. Rather, we identify trends among our audience of winemakers and suppliers in order to share technologies and techniques that bring effective wine packages to the shelves. Earlier this year, the Beverage Testing Institute completed its most recent wine packaging judging. We followed up on their choices and spoke with the wineries that produced the most outstanding packages of 2012. The diversity of choices accurately reflects the options available to wineries of any size across the continent and beyond. Founded in 1981 with the objective of producing fair and impartial wine reviews for consumers, BTI has since branched out into the spirits and beer industries as well. The packaging adjudication began in 2004, according to Jerald O'Kennard, BTI director. "We wrap up the year with the packaging competition," O'Kennard said. "Instead of rating wines, we're judging the books by their covers." As their last project for the year, the beverage testers sorted through an a collection of 50-60 standout packages they had accumulated throughout the year, O'Kennard explained. "We flag those bottles as they come in," he said. The criteria include all kinds of packaging. This year, bottles claimed the top spots. Historic winery adopts sexy new look Founded in 1890, Meier's Wine Cellars in Cincinnati, Ohio, is the state's oldest and largest winery, with distribution in 29 states. Almost shockingly modern, this is hardly your granny's wine label. Winner of BTI's