Issue link: http://winesandvines.uberflip.com/i/918844
118 WINES&VINES January 2018 PACKAGING no reason the wine business cannot be creative. Wineries can distinguish their bottles within their class." Luetkens added that anyone can use the application with a one-day training, and it helps marketers to envision their brands on retail shelves, alongside their direct competition. The 3D models display the package from 360º, rotating the bottle from front to back and top to bottom. Special elements can be included in the images, including frosted glass, label embossing, debossing and metal cartouches. A solo designer comfortable with Adobe Illustrator can be trained to use the app in just one day. At $12,500, it is pricey but can bring added finesse and what is needed to render a finer image of a proposed package. Wineries with in-house design departments can bring the process home and under their control and limiting costs. Nelson loved her sample and hopes to take advantage of a free, one-month trial of the software next spring, after the winter spate of trade shows. Art, science or both A venerable Toronto design/print company just opened a satellite office in Napa, Calif., slightly delayed by the wildfires. According to ASL Print FX: Shoppers never see more than 33% of the brands on the shelf, but 80% of the time, if they pick it up, they will buy. The company uses proprietary HDFX printing techniques to make wine and spirits decoration stand out. Travis Pollard, vice president and general manager of the Napa office, said that ASL can create simulated wine labels without the cost of setting up a printing press, using tech- nology that has been proven with Canadian wineries ranging from 5,000 to several mil- lion cases. Within six to eight months, ASL will begin printing operations in Napa, he said, adding that it's now exploring "options other than labels." Label options include die-cuts, foil and high varnish, Pollard said. ASL can run off 12 to 50 examples to ensure they actually fit the glass, and the cost is relatively modest: Depending on the work up front, it's an aver- age of $250-$300 per prototype. ASL has worked with Andrew Peller and Mission Hills in Canada, and its Napa clients, including Folio and Rutherford Ranch, re- quested a local presence. Pollard is a Northern California local and re- mains a partner in 4Parts Design with Hanson-Jerrard. Pre- v i o u s l y h e w o r k e d with major printers including Tapp and Paragon. He is espe- cially proud of ASL's new office, much of which is devoted t o a " C r e a t i v e Center." There, designers, mar- k e t i n g a n d branding man- agers and fine artists can con- duct meetings i n a w e l l - equipped work- group area and c o n f e r e n c e room. "We feel it will add to our business port- folio," Pollard said. "Our No. 1 goal is to be a trusted partner with wineries, designers and suppliers." Creative Edge Software fashioned a 3D comp for the Palencia Wine Co. brand Struggle. Winery Online Marketing System Grower Online Marketing System Brewer Online Marketing System Distributor Market Service Distillery Database Custom Data Reports REACH MORE DECISION MAKERS • WINES & VINES DATA SERVICES winesandvines.com • winesandvines.com/databases