Issue link: http://winesandvines.uberflip.com/i/235941
S A C E S G I N GA R K E T I N G P L KA & M England. Although each brand and its package remain individual, there is a certain continuity of design. "It's entirely deliberate," Shaw commented. "No one wants 'corporate wine.' Each wine in the TH portfolio has been crafted by the same person (Lambrix), but every wine has its own distinct character. That's how I think about the brands." Seattle, Wash.-based WCP Solutions (formerly West Coast Paper) sourced and devised the form-fitting wraps, which fit snugly on the bottles and are further secured by a rubber band. Account manager Mike Groves explained that TH sought his company, a specialist in printed bags and boxes, to manufacture the cylindrical wraps. "We took it back to our fine paper division, which converted an envelope," Groves said. Citing a non-disclosure agreement with Truett Hurst, he declined to give more specifics about the process. The wrap, Paper Tyger envelope stock from Neenah Paper of Atlanta, Ga., is available to the market, Groves said. "It starts out as a standard sheet. It's a very green stock for what it does; a paper and polylam sandwich: The poly is the ham. It's very printfriendly: No special inks or equipment are required." The actual wraps, he said, are exclusive to Truett Hurst. Squaring up In October, Truett Hurst introduced "California Square fine Russian River Valley wines." Sold exclusively through Total Wine & More in its 98 outlets in 15 states on the East Coast, Southern California and Sacramento, Calif., it retails at $19.99. The big branding picture O ur meta-question in talking with the people of Truett Hurst was simple: Do all these brands and packages dilute your brand? Marketing chief Jim Kopp thinks not. "In the big picture, we're trying to say: What are the little ways we can make it easier for people who are drinking wine, while encouraging newbies? We're not hiding our brand name, but to us, each of these wines has a slightly different path. Each brand should stand on its own. And we're not done yet." Designer Kevin Shaw noted, "We're already deep into the next idea. My intention is that there will always be something new on the horizon. I feel passionately about trying to push the wine industry to evolve past offering the same confusingly similar 6,000 Pinot Noirs." The new packages are not "necessarily for sale" in Truett Hurst's two Sonoma County tasting rooms, Mengali said. "But we do display them, as many of our visitors are curious about them." Phil Hurst wants the world to know that "a little company called Truett Hurst is trying to innovate." But he'll also keep us guessing. He hinted at "a whole new category" for TH, something too top secret to reveal now, involving "new categories related to wine." J.F. 104 W in e s & V i ne s january 20 14 See us at Unified booth #503