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FAMILY INSPIRATION Perhaps the most famous example of the thought and creativity behind the winery's packaging is the Sofia Blanc de Blancs. The wine was created in 1998 for the wedding of Coppola's daughter, Sofia. To reflect the spirit of the occasion, he packaged the lightly sweet sparkler in clear bottles, wrapped in pink cellophane. After the wedding, the winery began producing Sofia for the public. The pink cellophane covering the Sofia Blanc de Blancs bottle was intended to remain on the bottle while the wine is poured. "Francis designed the package," said Beck. "He wanted the cellophane pink wrapping on it to really dress it up, and it just brought the bottle to life." To maintain the visual integrity of the package, Coppola made it clear AT A GLANCE + Film director Francis Ford Coppola understands the power of great storytelling – in packaging as well as movies. + In addition to visual appeal, there's meaning behind the packaging of Coppola's wines. + Inspiration can come from family connections, personal passions or history. + The winery is currently working on a new singleserve package shaped like a bistro glass. w w w. v w m media.com that that the cellophane should be left on when the wine is poured. "He actually did a whole demonstration to our sales team when it launched," Beck said. In 2002, Coppola had the idea to offer Sofia in single-serving cans in addition to bottles. The slim, pink cans – each accessorized with a little straw – drew instant media attention for their stylish design and novelty. But the cans were not a passing fad. What began with an initial release of 5,000 cases in 2002 has grown into a steady production of 20,000 cases per year. That's in addition to the 25,000 cases sold in bottles. Beck attributes the can's success to its convenience and style – and to releasing it in select markets. "It wasn't a mass market product," he said. "We were able to launch it in places with our wholesaler where people were open to alternative packaging." This included hotels in warm states like Florida and Arizona, where glass isn't permitted at poolside. "Then we made it look so pretty. Even if you're not a wine consumer and you're walking through the store and you see that can, you're intrigued. It continues to draw people to it Coppola sells about 20,000 cases per year of its Sofia sparkling wine in cans. because of its uniqueness and its beauty." Plans are in the works to add another canned wine to the Sofia line, although the winery is not ready to release the details. "I can't say what that is right now, but I will say that we're very bullish on alternative packaging," Beck said. BEHIND THE LABELS In addition to cans, the winery also produces some attentiongrabbing labels. The unique wrap-around label for Director's Cut presented logistical challenges for the winery. In 2006, Coppola proposed that Beck create a series of limited-production, appellation-designate wines to highlight the best Sonoma County winegrowing regions. The wines would be called Director's Cut, and Coppola had already designed the label. "He sent it over and it was this long film strip," Beck said, "a replica of a zoetrope strip. The zoetrope is the machine that turns the film reel and brings moving pictures to life. Francis collects zoetropes, so this was very important to him. It was also the first time that we had his film career and wine career come together on a package." Since the label strip was so long, it would have to wrap around the bottle twice – and that presented some logistical challenges. M a y - J u n e 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 47