Issue link: http://read.dmtmag.com/i/111102
No. 2 reason is to make it more difficult to counterfeit or copy the bottle," he explained, adding that this trend is especially prevalent among premium brands concerned about counterfeiting in China. "The extent of fake wine at all quality levels in China is jaw-dropping (labels on offer in wine shops brazenly include 'Chateau Lafeet' and 'Bordeaux Port')," wrote Jancis Robinson in the Financial Times newspaper in London. To thwart copycats, customers of Saver Glass can opt to place logos or insignias, particular to their winery, at the bottom of the bottle. Others add the vintage around the base of the bottle or the name of the winery or brand. While this has been common practice in Bordeaux for some time, the practice is rapidly gaining momentum in the U.S., Giovanni noted. "It's easy to do. It doesn't cost much, and it doesn't change the 1 VWM-WChalfpgSelection-2013.pdf 72 V I N E YARD & WINERY MANAGEMENT | package or look and feel at all," he said. What's more, "Consumers feel good about it because they know they're getting an authentic wine." MADE FOR MILLENNIALS Younger drinkers are influencing bottle design and customization trends like never before. "Millennials, unlike other generations, are unique in that they experiment across all alcohol categories," said O-I's Paredes. While past generations may have started with beer and cocktails, and then graduated to wine, Millennials have embraced reds, whites and rosés early on. To capture this younger consumer, said Paredes, "Wineries are doing labels, screen printing and appliqué designs that resonate with them." He points to Truett-Hurst, a Healdsburg, Calif.-based winery that recently struck a deal with the Safe2/4/13 6:00 PM Mar - Apr 2013 way grocery store chain on a line of wines featuring bottles wrapped entirely in colorful graphics. One bottling, "Shuck's," for example, is decorated with fish illustrations and is recommended for serving with seafood. Other wines are suggested for celebrations. Some of the wines in the Truett-Hurst line are marketed as everyday drinks, while others are positioned as celebration beverages. But all are attention-grabbing and connote a distinct departure from staid sipping. "The younger crowd is not as conservative," Giovanni said. "They don't expect a paper label. But while the wines marketed to this generation may be more fun and young, they still convey classic value." A growing number of wineries looking to create a fresh brand image have turned to screen printing. "It's a booming business," asserted Giovanni, who said it's w w w. v w m m e d i a . c o m