Issue link: http://winesandvines.uberflip.com/i/400294
80 W i n e s & V i n e s n O V e M b e r 2 0 1 4 O ur November issue focuses on the new products and services reported by hundreds of sup- pliers to the North American wine industry. Wine packaging is among the most progressive segments in terms of innovation; more than 100 suppliers chose to be featured in the packaging section of our listings. From this compilation of valuable information, we cherry-picked a dozen packaging suppliers with attention-grab- bing responses. Take a look at what they are offering, and then check out what else is available within the comprehensive list- ings starting on page 35. Brand development and package design No matter how striking and well executed, a wine package is not truly effective unless it honestly reflects its brand. Honing and understanding the brand is a challenge for many wineries. Two established firms pro- vided details of the branding process and how to incorporate the result of those efforts into your packaging process. David Schuemann, CEO of CF Napa, spoke at the Wines & Vines Packaging Conference this August and presented his design work. For this issue, Schuemann described the company's DNA (Discovering New Ave- nues) collaboration process, which allows clients to establish a cohesive brand voice and identity across package design and marketing. He noted, "In the United States alone, 99,000-plus new wine labels were approved by the Alcohol and Tobacco Tax and Trade Bureau (TTB) in 2013," making marketing more challenging and important than ever. "One of the keys to success is exceptional design and packaging. There is no question about it: With all sorts of consumer prod- ucts, visually appealing packaging piques our interest and invites trial. But in the world of wine, the art of design engages a fascinating additional truth: We drink with our eyes," Schuemann emphasized. "Not all of our clients go through this entire process. If they feel they have their brand essence and/or story developed, we work with them to develop packaging and other design deliverables," Schue- mann said. The DNA process includes these key steps: • Discover brand essence • Identify key brand attributes • Build story • Finalize brand positioning personality • Develop consumer reasons to believe • Develop evocative design • Activation: Develop marketing that activates sales through consumer con- nection with reasons to believe. The methodology is based on a single fundamental lesson, Schuemann said. "Differentiated strategic positioning and evocative design are both essential for establishing an emotional and cognitive connection between consumer and brand. When historical truth, culture, lifestyle and strategic positioning are balanced correctly in artful design, the results are both visually appealing and commercially successful." Pasco, Wash.-based Sara Nelson Design submitted a listing that highlights success with cross-promotion and bottle wraps. Lost Oak Winery, a 3,000-case opera- tion near Austin, Texas, wanted to develop a second label that spoke to "the millennial Texan woman." Nelson Design's research revealed that this audi- ence is much like other millennial women, but with a heightened sense of fashion and beauty. "We also discovered that they are pas- sionate about their boots," Nelson said. "With this knowledge, we approached Lane Boots with a cooperative marketing strategy. The popular boot manufacturer agreed and even came up with the name: Vintage Lane." From Branding to Bottling A dozen packaging innovations could improve your bottom line By Jane Firstenfeld Lost Oak Winery partnered with Lane Boots to create a label that would appeal to its tar- get consumer: the millennial Texas woman. Highlights • New products and services from brand development to the bottling line can help make wine packages more effective. • Consider co-branding with a compatible product for added marketing power. • An investment in new or more efficient packaging can boost your efficiency and your bottom line. p a c k a g i n g