Issue link: http://winesandvines.uberflip.com/i/264184
48 W i n e s & V i n e s M A R C H 2 0 1 4 E enquiries@randoxfooddiagnostics.com High performance diagnostics kits and analysers for the wine industry Excellence in every glass www.walterjelly.com 608.831.1405 whj wine print.indd 1 2/6/13 5:59:47 PM Who dares to experiment? Large established wineries may have more SKUs, broader distribution and bigger budgets, but smaller, newer operations scrambling for recognition tend to be more willing to experiment, our sources agreed. "The smaller and start-up wineries defi- nitely seem to be more open to this experi- mentation, and sometimes even prefer these options," according to Sychowski. The West Coast focuses on small to medium-sized wineries; Fisher agreed that some of its clients ask for different styles. Gordon commented, "When a large win- ery looks to be innovative, it will generally go all the way, pushing the envelope on experimentation. Large wineries don't tend to do that very often, but when they do, it creates a trend in the industry. "Small wineries, which are more likely to experiment with bottle styles, colors or fin- ishes, have a difficult time experimenting. The scale needed to do unique things in the industry is not workable for wineries under 100,000 cases," she said. Gordon added, "In my area, established wineries are more likely to experiment. Their label has already been established, so it is easier for them to move into different bottles for small runs without impacting their consumer base." A winery's management style will influ- ence if it experiments or not with packaging, Harrop said. "I see all sizes of companies. It depends on management style whether they are experimental and progressive or whether they remain with existing older styles. Some medium-sized wineries are pushing into new generational packaging—so are some larger wineries with fun new marketing ideas." "Smaller or craft wineries are more likely to experiment with different shapes, colors and finishes. They need to differentiate on the shelf to combat the marketing power of larger wineries, and there is much less risk for them to do so that an established wine brand," Giovanni said. "Large wineries do use different packag- ing also for some brands under their port- folio in order to differentiate from the other wines they sell and to target specific segment of the consumer market. These large wineries are likely to do more of it. The volume of wine coming out of the past two harvests is expected to be much bigger and to give them more room to launch new brands or blends," he predicted. The big picture Some panelists summarized their observa- tions to describe current mega-trends in the glass bottle sector. Easy customization is perhaps the most notable for winemakers. "I'm not sure if it qualifies as a mega- trend just yet, but the ability to create and manufacture custom bottles (cartouches, for Innovative bottle shapes are growing in popularity. Global Package distributes the MBS self-decanting bottle (left), while Bruni offers the 750ml Duo Fondos bottle (right). P A C K A G I N G Need a Better Cork Supplier? All Natural Cork Closures Fresh Corks Directly From Portugal 4th Genera on Family Cork Producer Free Branding Free Shipping Free iS Better Use code WV2014 for a 10% discount through 3/31/14 Experience the Slimcork® Price/Performance Advantage CALL TODAY phone (203) 681-7743 Cell (860) 335-0667 email: reliablecork@gmail.com www.reliablecorksolu ons.com