Could Innovative Packaging Sell Mediocre Wine? I’d buy it, if only for the bottle!
One of my favorite things to talk about in the wine trade isn’t even the wine is self, there is volumes to say about wine, but less people talk about what the wine is housed in, and how much it affects their buying choices. In a recent article put out by the Financial Times “A fashion duo dresses up a wine label” there is the discussion about taking a mediocre wine label Turning Leaf, by E.J Gallo and updating it’s packaging by adding a bottle wrap, and additional products that promote this label. Now for most people this might be a passing subject of little interest, but it’s more involved than you think. One of the biggest wine consolidation labels in the business is beginning product promotion with cross branding, and this could only be the start. As stated in the article “Matthew Williamson has designed for Coca- Cola, Jade Jagger for Belvedere vodka, and Jean Paul Gaultier for Piper-Heidsieck champagne.” I see this as a new trend in marketing ideas, anything to get the attention of the consumer right, and I’ve got to say the packaging is attractive! If I’m an average woman (70% of the market) cooking dinner for my friends and picking up a bottle of $10 wine, what’s going to catch my eye more and excite my senses? How about a mediocre (I might not know how average this wine is) bottle with a beautiful label on it? and not only is it pretty it’s also has the couture designers label on it (my friends will love this)! Now please don’t understand me, I hate shameless product promotion, but I can admire clever marketing hitting their key demographic, especially when the consumer thinks their the ones getting the deal! Think outside the bottle and you might be surprised what you see
