Issue link: http://read.dmtmag.com/i/138003
he said. "I try to match the label artwork to the variety or style, but keeping the index and design of the label consistent, so wine consumers can see that each label is part of the Vinaceous brand. As such, they are tempted to try more from the range as they search and find them in the market." The labels are Stacy's concept, but as his training is in wine rather than art, he works with graphic designer Peter McDonald of Perth-based Public Each Vinaceous label image takes about three months to create. Creative to bring the designs to life. Each Vinaceous character takes three months to complete, and includes a hand-painted label version created by an illustrator. As this elaborate design process would suggest, the creation of the Vinaceous series required a substantial investment. "It's not cheap by any stretch of the imagination," said Stacy, who used the word "massive" to describe the level of investment. "But we are seeing the rewards with growth of about plus-80% each year between domestic and export markets. Not too shabby!" Jennif er Strailey has written about food, wine and housewares for retail-focused business-to-business publications for more than 15 years. She is the Spotlight editor for Vineyard & Winery Management, a past editor with The Gourmet Retailer magazine, and a contributing editor with Progressive Grocer. Comments? Please e-mail us at feedback@vwmmedia.com. A WORTHY INVESTMENT Steve Prince, customer service manager at Ram Offset Lithographers in White City Ore., has witnessed an increasing number of wineries embracing the label series concept. "The industry has gotten to be so competitive that wineries need to do something to catch your eye," he said. "What I also notice is that it's the smaller, more local wineries that are willing to make an investment in being different." Ram Offset's winery customers spend 14 to 15 cents per traditional label where only the vintage and varietal change, to more than 40 cents per label for a custom creation. The main expenses are incurred when the paper stock or label size changes, as it costs between $300 and $400 each time the press and die cut are set up. "The three key things to keeping the cost down are to keep the paper size the same, the label size the same, and to order it all at the same time in bulk so the printer can run them one after another," Prince said. – J.S. SAVE THE DATE March 11-13, 2014 midwestgrape.com wineriesunlimited.com B R O 86 V I N E YARD & WINERY MANAGEMENT | July - Aug 2013 U BY Richmond, Virginia UG O St. Charles, Missouri BR February 4-6, 2014 G T O YO U Y CONFERENCE & TRADE SHOW HT B OU 2014 Y HT TO w w w. v w m m e d i a . c o m