Issue link: http://winesandvines.uberflip.com/i/59998
SALES & MARKETING have," said Phil Wilson, general manager of West Meade in Nashville. "Whatever price- point people were shopping at, a large number have dialed that down one notch. In total volume we're not selling less." Wilson's insight bears special import for wine packaging at the daily grab- and-go level, $12-$15 per bottle. "In general, an attractive label that catches the eye tends to sell better than some- thing more mundane. We see a lot of this: There's a bottle of wine that we know is at a good, affordable price with real bang for the buck—a really solid bottle of wine next to something very av- erage, not really half in terms of quality, with a cute label." In this case, he said, the cute label seals the deal. "Packaging makes a big difference," but silliness doesn't sell, agreed Pete Petro- poulis of South Lamar Wine & Spirits in Austin, Texas. "Don't make it too gim- micky or too cheesy," he stressed. "People won't take the wine seriously." These days, "It's about the juice. People are looking for more serious, classic labels." "People don't curtail their drinking, just their spending," agreed John Allen, owner of Vino wine shop in Spokane, Wash. Since the age of the critter labels early in the last decade, there's been a "generational shift," he said. "They don't care about the monkey on the label, but you'd better make a decent wine. And put the names of the grapes on your blends: If you hide that, people want to know what's in the bottle. They know the names of the grapes. Composition counts." Label trends ebb and flow, Allen observed. "As a small outfit, you are in a marketing, branding business." The sophis- tication of your package, the veteran mar- keter believes, must match the price-point you are asking for your wine. "As a winery matures, it needs more grown-up labels for its grown-up wine." Hailing Washington's L'Ecole 41 for its recent label redesign (see "New Class for L'Ecole No. 41" in the October issue of Wines & Vines), he cited another Central Washington winery, White Heron, as a brand that has embraced ma- turity with a sleek new look. "Traditional types of labeling work best," said McCallum at Vinopolis, but sometimes buyers want the adventure of buying something new. In that case, he said, "Something more avant garde, new age-y," can be effective, but only if it's very well and artfully done. For high-end wines, he stressed, "Critter labels don't work." In grocery stores, "Frivolous labels get at- tention. There's a place for them, but they impair opportunities in some circles." In Napa, Foster confirmed, "Simplicity is on the rise for what we deal in: elegant and classic." Wines purchased for special occasions or business gifts remain a specialized category. Corporate clients, Allen said, still seek wines that arrive in custom wooden boxes, for instance. Vino has an elite segment of wine club clients who pay an extra $50 per year for first crack at the tissue-wrapped, wood-boxed, allocated wines in heavy bottles preferred for presenta- tions. L'Aventure, a 6,500-case Paso Rob- les, Calif., Cabernet and red Rhône-variety specialist whose wines average $65-$100 per bottle, is a favorite for its keepsake boxes. "To make an impression— for some, that's impor- tant," Allen said. Retailers share customer notes • Zeto Wines, Greensboro, N.C. Owned by De- spina Demetriades and Su Peterson, this shop normally carries 300-350 wine SKUs and can access thousands. More than half are imported, followed by West Coast wines and a handful from North Carolina. "We seek out high-quality wines from small- production wineries and also look for less- well-known varietals," the owners said. • West Meade Wine & Liquor Mart, Nashville, Tenn. Wine accounts for two-thirds of the shop's inventory, with about 3,000 SKUs. General manager Phil Wilson said the majority are from the United States, primarily California, Oregon and Washington. Most shoppers are repeat or "somewhat regular" customers, many looking for specific brands or wines. • South Lamar Wine & Spirits, Austin, Texas Formerly known as Oak Hill Liquors, this merchant moved to a new location, en- abling owner Pete Petropoulos to expand to some 2,000 wine SKUs, which account for about 40% of sales, predominantly Californian and South American wines. The retailer's shoppers, mostly repeat cus- tomers, tend to "know what they want." • Vino, A Wine Shop, Spokane, Wash. This 16-year-old shop sells to loyal regulars who are looking for something special. One-third of Vino's income is derived from the shop's wine-of-the-month mem- bership. Owner John Allen and his staff taste more than 200 wines per month to keep 2,000 SKUs in stock. • Vinopolis Wine Shop, Portland, Ore. Found- ed in 2004, Vinopolis strives to maintain a selection of 2,500 different wines, aug- mented by another 40,000-80,000 bot- tles in its underground cellar. It ships more wine to online purchasers than it sells in person, said owner Dan McCallum. J.F. Wines & Vines MARCH 2012 43