Issue link: http://winesandvines.uberflip.com/i/62507
P A CKA GING "Screen printing was usually reserved for higher priced wines, but we have seen increased interest for wines that retail for $10-$20 per bottle," he said. "Our clients include start-up boutique wineries that pro- duce very low volumes, wineries producing value wine for the mass market and high- end Napa Valley Cabernet producers." As with any type of packaging, more elaborate treatments come with higher costs. "It depends on the nature of the art and the number of colors to be used. Screen printing is unique in that you can achieve, with the right art, a more elaborate look with just one or two colors. This cannot be done with paper labels," according to Chiu. Screen-print designs carry another size- able advantage: Most cylindrical wine bot- tles can be printed with designs wrapped around all 360ยบ, which vastly increases the space available for brand messaging. Side labels, traditionally used for government warnings, bar codes and blending infor- mation can serve as billboards for winery mottos or significant design elements. Easy to fill "Bottling line managers love to receive screen-printed bottles," Chiu noted. "They don't have any of the headaches with setting up the labeling and making sure they are applied correctly. Everything is already done. In addition, if wine ends up running down the side of the bottle, your label will not be destroyed, as it would be with paper." As detailed in our May 2011 issue, the bottling process can present significant challenges, so streamlining the operation brings obvious advantages. "With screen- printed bottles, when they hit the bottling line, winemakers can just fill, cork and foil," Bergin explained. "Bottlers will tell you that their Achilles heel is usually the labeler: changeovers, hang-ups, glue is- sues, wrinkling, etc. Screen-printed bottles remove all problems of labeling." Both Bergin and Monvera work with any reputable bottle supplier and most sizes and shapes of bottles, although, Bergin noted, "Bottles shaped like a bowling pin give us very little print space." All screen-printed bottles can be recycled. A bonus: No trees (or other living plants) are harmed during the labeling process. WECO M.O.G. Sorter Optical Sorting of Stems, Jacks, Shot Berry and Foreign Material Based in California Rental and Purchase Options Sorting and Automation Solutions 1-800-984-0844 / wecotek.com Our expertise can mean your company's success. Benchmark Consulting provides human resources consulting and retained executive search services exclusively for the wine industry. tel: 707.933.1500 n fx: 707.933.1508 n www.benchmarkhr.com email: response@benchmarkhr.com Wines & Vines OCTOBeR 2011 47