Wines & Vines

October 2017 Bottles and Labels Issue

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October 2017 WINES&VINES 37 BOTTLES &LABELS The dark label used for 7 Moons cre- ates the illusion of screenprinting. of the supply chain—from the winery to distributors to retail to consumers." Look at the wine bottle, its shape and color. It's intuitive in many ways, he said. You don't need a hologram: The design can be subtle or out there. It should be unique. "If there's no consumer educa- tion, we try to make it obvi- ous and intuitive—unique and hard to replicate." UV lights can be helpful for government inspectors. SIC- PA collaborates with print- ers like Tapp Label Co. and MCC—and capsule producers Ramondin and Maverick—to place small, unobtrusive "Easter eggs," secret mes- sages that may change color under UV light. Aside from non-interference with the carefully designed packaging, this technology is very affordable: Pennies vs. perhaps $1 per label with RFID systems, according to Einhorn. Most importantly, he said, just like the winery controls the quality of what's in the bottle, this helps protect the brand from the bad guy, ensuring a quality supply chain, plus edu- cation and enforcement. Einhorn recalled a confer- ence with clients. Distributors had found "perfect" replicas of their packaging on the market, but they actually had subtle differences that indicated counterfeiting. The bottle, the notching and color were wrong. "Counterfeiting is like having termites in a house. You see termites in your sink. If you don't know what they look like, we give you a way to identify them," Einhorn said, and warned: "Like termites, if you see a couple, you've got more." having to consult a confusing table or chart." Build in a back-up plan Sometimes real life can get in the way of design. Kevin Shaw, founder of the international de- sign firm Stranger & Stranger, was commissioned by Constellation Brands to design labels for its 7 Moons brand. Provided with a sample bottle, Stranger & Stranger devised a de- sign intended for a metallic screen print, but Shaw said the budget didn't allow for that. Constellation took over printing production. "It looks like a matte paper label now with a high-build gloss," he said. Constellation did not provide details prior to our deadline. Nelson noted that screen- printers including Monvera, Tri-S Universal and Bergin Glass all print metallic inks directly on bottles. All major label printers can print onto silver paper stock to provide a shimmery or faux foil effect at a more competitive

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