Issue link: http://winesandvines.uberflip.com/i/918844
116 WINES&VINES January 2018 PACKAGING Prototyping is so new that even many seasoned designers have yet to add it to their portfolios. David Hanson-Jerrard, managing partner of 4Parts Design in Sausalito, Calif., is working with a few clients to try it out, but none of the projects are complete. "It could be a game changer, but it's still too new to tell. It could save a lot in terms of printing/ packaging," he said. He predicted that in as quickly as six months, prototyping could become common practice. So what exactly is prototyping? It really de- pends on who you ask and what you need. In your hand On the Sonoma County side of Los Carneros, Cline Cellars has employed prototyping on sev- eral packaging projects, most recently its 2015 Lodi Zinfandel. The new package, priced in the $10-per-bottle range, presents as a much more expensive wine. It shipped in July and started hitting shelves in November: Sales shot up 12% over the previous vintage, according to Christine Lilienthal, director of marketing for Cline and its sister winery, Jacuzzi. The Lodi Zin represents a healthy chunk of Cline's national and international sales: 70,000 cases of approximately 250,000 cases total an- nual production. Getting the new look right was a big deal—and a big investment. Consequently, Cline opted for what Affinity Creative Group of Vallejo, Calif., calls a "live comp": an actual model of the bottle, with images that can also be used for developing collateral marketing materials and videos. De- pending on the amount of work involved, that process can cost between $2,500 and $5,000, according to Lilienthal. "It's good insurance," she said, averting costly and time-consuming problems down the line, when bottle and label meet in real time on the bottling line. To create the live comp prototype, the winery provided a filled bottle with cork stopper; Affinity took it from there. As with all aspects of packaging, the process took some time. "We went through a number of rounds, starting with a broad representation on flat boards," Lilienthal recalled. The process then moved the second step, 3D images, and then fi- Going Pro(totype) What is this potential game changer for wine packaging? By Jane Firstenfeld T rade shows provide a super source for greeting old friends, meeting new ones and exposure to new vendors and technology. The Wines & Vines Packaging Conference in August introduced us to a novel concept: prototyping for packaging. ASL Print FX can create 12 to 50 simulated wine labels (at top) featuring die cuts, foil and high varnish.