Issue link: http://read.dmtmag.com/i/111102
Bruni, which supplies glass for the wine, spirits and food industries, is the maker of the Crystal Head Vodka bottle. "It's a skull!" Mocci exclaimed. "It's a cool idea, but wineries will not go to that extent." SHOULDERING THE FAME While their wine customers aren't looking for diamond-encrusted or skull-shape bottles, glass suppliers around the country, such as Saver Glass in Napa, Calif., say that a growing number of wineries are seeking to create a custom look. "Over the last two years, we've seen an increase in customers who were using generic stock bottles who (now) want to customize, and we see that trend continuing," observed Saver Glass president/CEO J.P. Giovanni. This customization, he added, is often on the shoulder of the bottle. "Embossing on the shoulder is a trend, and a very good example of that is the Figgins Family Wine Estates in Washington," Giovanni continued. Saver Glass changed the slope of the bottle, which features an embossed F.F. insignia on the shoulder. "It's eco-friendly and striking without going wild and super fancy," he said. AT A GLANCE + Many wineries are customizing their bottles to grab consumer attention. + While some are taking cues from spirits packag- ing, most are using more subtle techniques such as embossing bottles. + Customized bottles can help thwart counterfeiters. + Younger drinkers are influencing bottle design and customization trends. At Bruni Glass, where Mocci said 90% of the bottles sold are ones the company has developed in-house, adding a cartouche or emblem on the shoulder of the bottle is an increasingly popular trend, particularly in the $50-and-up, estate-grown wine market. Branded shoulders are equally popular among Owens-Illinois (O-I) customers. "With the higher-end wines, we see the use of proprietary molds – embossing on glass – which is typically on the shoulder, so it doesn't interfere with the paper label," said Raul Paredes, O-I's manager of innovation and new-product development for North America. "It reinforces the brand, and in combination with the label, can create an iconic look for a wine." EUROPEAN STYLE The wine world may not be ready for truly dramatic bottle changes just yet, but Bruni Glass is promoting the possibilities through its Progetto Millennio program, a biannual competition that invites students from Europe's top design schools to develop the most creative bottle they can imagine. The winning designer receives a cash prize, plus royalties if a manufacturer selects the bottle for distribution. Due Fondos was the name of the winning bottle in 2012, the competition's 10th year. "The wine bottle is designed to sit on its side at an angle. It's totally different – that shows you where customization can really go," Mocci said. "The market here in the U.S. is fairly standard," he continued. "But in Europe, wineries will go to the extent of changing the bottle shape completely." The unique Due Fondos design caught the eye of one of Bruni's Italian customers and is now new to market. THE REAL DEAL Figgins Family Wine Estates includes an embossed "FF" insignia on its Figgins and Leonetti Cellars bottles in order to tie the two brands together. w w w. v w m media.com At Saver Glass, a company that specializes in bottles for premium brands, Giovanni said he finds that wineries customize bottles for two main reasons. "One is, of course, to provide a custom feel for the wine brand. The M a r - A p r 2 0 13 | V I N E YA R D & W I N E RY M A N A G E M E N T 71