Issue link: http://winesandvines.uberflip.com/i/172581
PACKAGING Zulu word for "a meeting of the minds," or a traditional gathering of tribal leaders for sharing ideas. According to its website, "The brand was created as a celebration of the democratization process in South Africa, and from its inception the wines have conveyed the spirit of South Africa to American consumers." A far cry from traditional kraft paper or white boxes, cases of Cecchetti Wine Co.'s Austerity are works of art in themselves. Best-case scenario An essential component of the wineselling process, wine shipper cartons rarely are recognized in packaging competitions, but BTI bought the case for Cecchetti Wine Co.'s Austerity 2011 Proprietary Red brand. Most notably, despite the name, this is not a stripped-down brown cardboard carton. Rather, it's a sleek black package with gold stamping (obviously, BTI is attracted to shiny things). According to BTI, president/ owner Roy Cecchetti challenged CF Napa Brand Design with his concept: "Create a new wine brand named Austerity that looks like a million bucks, tastes like a million bucks but doesn't cost a million bucks." He wanted a package that was the antithesis of the name itself. "These wines had to look and feel as if they would deliver luxurious taste at a modest price." The tag line, "Wines of the highest discipline," promises wines of a value "far beyond their affordable price tag." Dave Schuemann at CF Napa also created the complementary bottle. Cecchetti bottled 5,400 cases of Austerity, retailing at $16.99. Printed directly on a corrugated cardboard box with a "state-of-the-art press," Cecchetti said, "The printing application allows the fine detail of the logo to be well defined on a black background." Cecchetti already is using a similar process for his Exitus brand, he said. Although it's more expensive than a generic case shipper, he noted, "In today's highly competitive wine market, you need to get on the floor for brand awareness and to increase sales. A branded shipper with attractive artwork will compel the wholesaler/retailer to display the wines on the floor. Whether a century-old winery or totally new brand, just as wine changes with every vintage, packaging evolves with technology and the market. Consumers' eyes are drawn to new concepts. A packaging award may not increase your sales or your price-point, but a refreshed look may indeed bring in new buyers. The deadline for BTI's 2013 packaging competition is Dec. 1, 2013. Contact BTI for details. Visit our new webpage! Win es & Vin es O C TO b er 20 13 37