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18 WINES&VINES July 2017 WINE INDUSTRY NEWS Y ountville, Calif.—Several Wines & Vines readers will have the chance to get their winery's packaging analyzed as part of a consumer research study organized by the Nielsen Innovation Practice. Steve Lamoureux, senior vice president of product innovation for global-performance firm The Nielsen Co., will reveal the results of this study Aug. 16 at the Wines & Vines Packaging Conference at the Lincoln Theater in Yountville. Earlier this year Wines & Vines solicited vol- unteers for the project, which will examine consumer reactions to wine packaging that underwent a redesign. Lamoureux's presentation will uncover how successful redesigns were in achieving the goals wineries had in mind when redesigning their packaging and brand image. The most popular redesigns will be analyzed to gauge best practices other conference attendees should consider when embarking on their own packaging redesigns. Wine packaging must have been redesigned in the past three years to be eligible for the study. Wineries producing single cans and cans sold in sets were encouraged to enter, along with standard 750 ml bottles, large-format bottles, bag-in-box wines and other more unique packaging formats. Consumers were asked about expected price points for products before and after the redesign. Researchers also considered redesign intent and whether the goals (improving shelf image relative to competition, appealing to a younger demographic, boosting premium per- ceptions to justify a price increase, etc.) were achieved in the eyes of consumer audiences. Also considered was whether consumer perception of the packaging matched how win- eries viewed their own brands. Now in its fourth year, the Wines & Vines Packaging Conference is a full day of educa- tional sessions and networking located in the Napa Valley. Attendees will have the chance to meet with graphic designers and get feedback about their existing packaging as well as visit with wine industry vendors to learn about the latest of- ferings in glass, closures, alternative packaging and more. Winners of the Packaging Design Awards will be revealed, and attendees are invited to cast a vote for their favorite competition finalist for the People's Choice Award. Other sessions include a talk from Corey Beck of Francis Ford Coppola Winery about the brand's diverse and ambitious packaging, retail and restaurant wine buyers discussing their packaging preferences, and much more. —Kate Lavin Nielsen to Unveil Study at Wines & Vines Packaging Conference Steve Lamoureux discusses consumer impressions of wine packaging. THE PERFECT VARIETAL IN VINTNER'S HOSE BALTHAZAR™ Texcelrubber.com 800-231-7116 Introducing The New Texcel BALTHAZAR™ WINERY HOSE BALTHAZAR™