Issue link: http://winesandvines.uberflip.com/i/400294
W i n e s & V i n e s n O V e M b e r 2 0 1 4 81 Each varietal label features a different Lane boot, with a corresponding fanciful name: e.g. "Dawson Red." As with coop- erative advertising, two distinct compa- nies reap promotional benefits from this cross-branding approach. Cultura Wines, a 1,600-case winery in Zillah, Wash., wanted to put a finishing touch on its package by adding a wine wrap. Nelson described it: "Simple paper wraps around the bottle and twists at the neck add a layer of elegance and branding to the already high-end presentation while protecting the black label from scuffing." The wines, which originate from the Rat- tlesnake Hills AVA, retail for $40 per bottle. Get small containers Since it debuted in the United States in 2010, Astrapouch has become a favored wine container, especially for out- door use. Dave Moynihan, president of Astrapouch North America, which brought the boxless bags to America in 1.5-liter size, recently added single-serve 187ml and 375ml Astraminis. These, he said, are especially appropriate for local events such as concerts, sports and farmers markets, "where glass is a nuisance and the customer prefers a glass of wine to a can of beer. Small wineries are also pouching and selling through tasting rooms and at the register on the way out or in the cold box" at retail outets. "Some wineries are using the 187ml pouches in their sales and marketing efforts for wine clubs. It's also a conve- nient way to send a sample to prospective customers for tasting," Moynihahn reported. The market, he conceded, is still "very small at this point." Astrapouch also sup- plies the "Astrofill 2000." It's a small, benchtop machine that fills Astrapouch containers, retailing for $6,995. Closures and capsules If your portfolio includes sparkling wines, Amcor Flexibles American Can- yon has an app for that. "MyCoiffe, an iPad app, allows users to customize spar- kling foils online, with a two-week promise for capsule production time." With a minimum order size of 250 foils, it's recommended for those who need smaller quantities, according to market- ing coordinator Jenna Riggan. The app is free. Initially only for Macs, it will soon be compatible with other plat- forms. Start by choosing your capsule length, then customize it with foil colors, fonts, font colors and custom text. The sparkling foils are polylaminate/aluminum. Another development for sparkling wine producers is Vinstar Smart, "the first fine wine closure with a PVC-free granu- late gasket," according to Elena Zahari- eva. Also suitable for still wines, and compatible with existing screwcap appli- cators, it can hold internal pressure up to 4 bars. Available in 30mm x 60mm and 28mm x 44mm sizes, Vinstar Smart can be customized with lithography, offset or hot-foil printing and embossing. "Sparkling wine has been one category that has more or less escaped the move toward aluminum screwcaps, because standard SARAN-based liners are not suitable for sparkling drinks," Zaharieva said, citing costs of plastic liners and altered capping equipment and environ- mental requirements. Sparkling wine consumption is growing, and screwcaps are especially popular among young people and women because they are easily opened and resealable, she said. The new gasket maintains tradi- tional bottle appearance and retains air- tightness. Previously marketed in Germany and the U.K., Vinstar Smart launched in North America in February. Capsule manufacturer Maverick has added Schepers line-screen engraving printing to enhance capsule branding. "Fine script on capsules complements label artwork," commented Maverick marketing coordinator Shelby White. Maverick works with an engraver to perfect the process for the wine industry. "Our customers and designers are developing more challeng- ing artwork that can sometimes require more detailed tooling," she said. "Though this technol- ogy is slightly more expensive then our standard chemically etched engraving, the favorable results warrant the additional costs." The print cylinder engraving is effective on both PVC and polylaminate capsules. Diageo, Treasury Wine Estates, Fetzer Vineyards, Trinchero Family Estates and Winery Exchange are among Maverick's wine industry clients using the process. Every element of a wine package can enhance the brand message. An ink-free cork laser- Astrapouch recently added 187ml and 375ml Astraminis to its line of wine packages. Users of Amcor Flexibles' MyCoiffe app can create custom foil designs. M.A. Silva's laser printed corks (above) appear slightly different than their fire-branded counterparts. P A C K A G I N G