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16 WINES&VINES August 2016 WINE INDUSTRY NEWS Y ountville, Calif.—With wine consumers trading up for pricier bottles at retail outlets, off-premise wine sales are be- coming even more lucrative. But how can winer- ies ensure their products stand out on the shelf? Experienced wine retailers will share their knowledge of what sells—and what doesn't— during the third annual Wines & Vines Packag- ing Conference taking place Aug. 17 at Lincoln Theater in Yountville. The speakers include Debbie Zachareas, managing partner and wine buyer at the Ferry Plaza Wine Merchant, and Gary Fisch, founder of Gary's Wine & Market- place in New Jersey. Each of the speakers has been in the wine business for more than two decades, sharing a bird's eye view as wine packaging has evolved to include silkscreen, etching and, of course, acceptance of the screwcap on luxury wines. In recent years, more producers have em- braced single-serve packages such as cans and PET glasses, but do they sell? According to Zachareas, whose retail outlet is located at a popular ferry terminal in San Francisco, the answer is yes. Zachareas originally was unsure how her clientele would react to Underwood Pinot Noir and rosé in 375ml cans, but the format has proven to be a natural fit for com- muters waiting for a ferry or shoppers looking to enjoy some wine to go. And while bottles still dominate the mar- ketplace, glass producers are offering wineries an expanded number of sizes, styles and col- ors, depending on what the winery hopes to achieve with its design. Lightweight bottles can cut down on shipping costs, though some traditionalists correlate a heavy bottle with wine quality. Zachareas plans to show examples of pack- aging that sells and explain what makes it a hit with her and her customers. Alternately, she'll give examples of packaging that misses the mark and why. Jim Gordon, editor of conference host Wines & Vines magazine, explains that the importance of packaging is not exclusive to the consumer. "Learn how the retail trade views your packag- ing," he advises. "How important is packaging in their purchase decisions of your wine?" Fisch, who owns four brick-and-mortar stores and runs the website garyswine.com, says that when he considers shelving a new product from a winery or distributor, the first thing he considers is the packaging; the next is taste, and next is price. "If the packaging is terrible, he won't go any further," Gordon says. "That, in a nutshell, says how important this conference is. You won't even be considered by some retailers if your packaging doesn't get you in the door." The Wines & Vines Packaging Conference is an all-day seminar and trade show devoted to wine packaging. Other sessions include bot- tling tips from the experts, market research related to wine packaging and lessons from the iconic Michael David Winery of Lodi, Calif. Attendees will also get a chance to vote in the Wines & Vines Packaging Design Awards. To register for the Wines & Vines Packaging Conference, visit wvpack.com. —Kate Lavin Refrigeration Technology Inc. Gen II Super Control TANK CONTROLS • Cooling • Heating • Sparging • History Graph • Pump-Over Control • Alarm Notification wiNe SeNtry SOftwAre • iNterACtive wiNery lAyOutS • Cell PHONe APP Refrigeration Technology, Inc. • 707.987.0500 • rti2000.com Retail Wine Buyers on Role of Packaging Gary Fisch Debbie Zachareas