Issue link: http://winesandvines.uberflip.com/i/437909
92 Wines&Vines January 2015 PACKAGING I t's generally acknowledged that retail con- sumers make snap judgments when faced with shelves of wine. While varietal, origin and price are the first elements consumers evaluate, it's the package—bottle size, shape, color and label or décor—that seals the deal. What's in the bottle is key to future purchases, but that first impression may persuade consumers to take the plunge and make the first buy. Luring shoppers to a display and making eye/hand contact with the first bottle includes one packaging element that's often overlooked: the shipper/carton. The appearance of a ship- per can compel merchandisers to feature wines on endcaps (at the ends of retail store aisles) and attract additional interest and sales, ac- cording to leading wine retailers. A simple brown corrugated case shipper may serve the basic function of safely trans- porting bottles to the retail floor, but more elaborate decoration can further your brand message. Curtis Mann is the senior business manager for wine, beer and spirits at Raley's Family of Fine Stores. Headquartered in Sacramento, Calif., Raley's has 120 supermarkets in North- ern California and Nevada. Mann emphasized the importance of shippers for retail displays during his presentation at the Wines & Vines Packaging Conference in August. Although he's not seen a tidal wave of new shipper design, "People have gone beyond just cardboard," he told Wines & Vines during a recent interview. In grocery retail, "The label sells. Shippers can influence what is or is not Make the Most of Shipping Cases Retail displays maximize exposure and sales By Jane Firstenfeld KEY POINTs Shipping cases not only deliver wines intact, they can extend the reach of your brand message. Major retailers like Costco and Raley's prefer decorative branded cases that are ready to display. Digital printing makes the process simple, adaptable and fast. france freeman—courtesy costco