Issue link: http://winesandvines.uberflip.com/i/437909
96 Wines&Vines January 2015 PACKAGING our member will notice the full-color box," she explained. "The only tool a supplier has to advertise its brand is its mother carton or tray pack. This allows the supply chain to have a 'billboard effect' for the item." "We have seen slower sales when the tray packs have been in plain-colored boxes without brand messaging. It is very important to convey the message of what is inside the box to our members. Many are moving quickly through our warehouses; we want to ensure they are able to spot the product from a distance," she emphasized. "We reuse the boxes at the front end, where the cashiers pack the merchandise for our members to carry out," which carries the branding further to the end-user. Costco has 11 wine buyers throughout the United States "They are all very creative and understand the importance of driving sales," Alvarez-Peters said. Costco works with the supply chain to design ready-to-display cases. "We know this can only make the item success- ful for both parties." She cited Kendall-Jack- son's Grand Reserve and La Crema brands as wine cases that work especially well. When planning a package: • Use heavy-grade (not flimsy) corrugate • Ensure the proper glue is used. "Many times the glue was not strong enough, and the product fell through," Alvarez-Peters said. • If designing for a Costco, the logo should be positioned toward the bottom of the box. "Every case we merchandise is 'ready-to- display' and cut on the sales floor," so design elements on the lower half must carry the message to aid sales. • Stack 56 cases together when designing your "billboard" to ensure the tray pack is attractive when stacked together. Get the design down "I love it when I am asked to design a 12 x 750ml case. It's a challenge to take the stuff that comes together on the label and make it work on a 3-D box. I present case designs in 3-D simulations," said Jim Moon at Jim Moon Designs in Mill Valley, Calif. "More than half my new branding assign- ments will include new shippers. That said, many clients who did not initially ask for a custom shipper have come back and requested a compatible design to support their bottle package design." Moon agreed that by floor-stacking wines, retailers have done their share to increase de- mand for high-design cases. "An attractive case design is like a billboard. Customers are going to see the case a lot easier—sooner—than a face label. This is particularly true in a crowded field, which describes many retail settings," he observed. Consider case shipping design for redesigns as well as brand introductions. "It just makes sense. It creates design continuity, which helps support the new branding. It also creates a definite point of difference for those vintners who have no case design at all," Moon said. "Blank corrugated cases start looking pretty insignificant—and cheap—when placed next to a well-designed case." Price point and sales channels make a dif- ference. Despite the retailer comments about display difficulties, Moon noted, "Ultra-pre- mium wines are often sold in six-bottle lay- down cartons. The unit price (and wine "Many clients who did not initially ask for a custom shipper have come back and requested a compatible design to support their bottle package design." —Jim moon, Jim moon Designs www.jansoncapsules.com Trust the 840 A Latour Ct - NAPA, CALIFORNIA 94558 - (707) 256-3957