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44 W i n e s & V i n e s M AY 2 0 1 4 past. present. futures. reflect the past, embrace the present, protect your futures Crowning the Achievements of Fine Wine for Generations ™ Lafitte-USA.com • 800.343.2675 M ontevina is a brand of 18 million-case Trinchero Family estates of St. Helena, Calif. andrew rice, creative director for Trinchero, described the new look as "crisp, clean and contemporary, with the "M" being the dis- tinguishing characteristic. It is easily recogniz- able on the shelf of retailers or on the tables of an on-premise account." Why redesign? "It was time for a change. Mon- tevina is a great quality wine, but the label didn't do it justice," Rice explained. The process came relatively easily: "Ironically the design we chose was the first one that was presented, and we knew it was right. It offered a refreshing approach, and we were all happy. It was a team decision," according to Rice. The process was also a team effort, utilizing Trinchero's in-house designers and design con- sultants. The result is, Rice said, "a total depar- ture from the current label or other labels, exactly what the brand needed." It is similar to the new package label for Trinchero's iconic Sutter Home package, he said, "Clean, bright and contempo- rary." Collotype provided printing and label stock: Classic Crest. It is also a complete packaging departure: "We completely redid the bottle and label. We also went to cork on the reds to reflect the quality. We kept the Stelvin closure on the whites," Rice said. The in-house project took only about three months. "There was not much back and forth on this design," he said. It has drawn positive reaction from the internal sales force, distribu- tors and retailers, according to Rice. The team at the giant pro- ducer navigates 20-plus packag- ing jobs per year. "This one has probably had the most positive reaction to date." His advice to other wineries: If you feel your package is not work- ing, ask a designer to take a look. "There are so many market vari- ables when it comes to label design—price point is really every- thing. A value bottle of wine typi- cally has all the bells and whistles on it, whereas a $100 Napa Valley Cabernet can be extremely modern and minimalist," Rice said. "Then you have every- thing in between. Wine label design has changed significantly in the past 10 years. There are fewer and fewer rules than there once were. I have learned: Don't let a few friends/family sway you too much when it comes to design. You have to go with your gut, and remember that you can't please everyone. i YOU CAN'T PLeASe eVeRYONe Terra d'Oro/Montevina of Plymouth, Calif. (220,000 cases) Trinchero creative director Andrew Rice said Montevina's old label (left) "didn't do it justice." The contemporary design (right) took about three months to complete. PRACTICAL WINERY LIBRARY.COM Single-subject articles on a wide range of topics From the archives of Practical Winery & Vineyard PracticalWineryLibrary.com C O V E R S T O R Y