The thought process behind wine redesigns

Wine can be sold in many different ways. Some vineyards may be keen to advertise age and tradition. Others will opt for a “cool” look, patterned after the craft beer brands that have, in many ways, been redefining the way people purchase alcohol. No matter what path the company picks, however, there is a great deal of importance placed on the look and feel of its labels. These are the main method of communication between vintner and drinker, and they cannot be an afterthought.

Discovering the importance of wine appearance
The North Bay Business Journal, reporting from the Wines & Vines Packaging Conference, recently shared insights from Nielsen Design Solutions; Steve Lamoreaux. He explained that there are a few steps companies should follow to make sure their label design efforts don’t let them down.

For instance, he emphasized that vineyard owners need to acknowledge how much is riding on their packaging. When dealing with types of alcohol other than wine, advertising is one way to win eyes, but winemakers don’t typically spend much on traditional marketing, thus elevating labels’ importance.

When it actually comes time to consider a redesign, the company should make sure there is actually a problem to fix. A wine that is already much more appealing than its competitors may end up shooting itself in the proverbial foot by wiping away a beloved design. Next, if indeed a change is warranted, the company should cast a wide net for new looks. Going beyond the obvious could lead to a surprisingly appealing redesign.

Competing against themselves
Wineries aren’t just designing labels that will win over shoppers from the competition. Vineyards that offer more than one variety of wine are also creating a whole line of complimentary designs that tell a coherent story and set up a hierarchy of choices. Packaging World contributor R. Andrew Hurley pointed out the strategy used by appearance-conscious brand 19 Crimes: As price escalates, so does label quality.

The brand tells the story of its brand, through its three tiers of blended red wines, by changing up every element of the label, including material and finishing techniques. Hurley confessed himself especially impressed by the “Warden” blend, more than twice as expensive as the cheapest 19 Crimes blend but featuring foil elements, embossing and raised print to convey that the product inside is special.

When a vineyard wants to redesign its labels and bring the printing process in-house, it will need a high-quality label printer such as the Primera LX1000. Discover this printer and others on our site in the U.S. or in Canada.