Issue link: http://read.dmtmag.com/i/197178
Required Screen printing being used in new ways to make a statement on the shelf BY DANIELLE BEURTEAUX paper labels are the traditional and predominant choice, screen printing directly onto wine bottles is a technique that, while available for years, is now coming into its own. It's being used in new ways on bottles that become works of art in their own right, with designers and winemakers getting creative with graphics that can cover almost the entire bottle. PACKAGING CAN MAKE THE PURCHASE "If you're selling a wine between $10 and $25 on a retail shelf, chances are 75%-85% that the purchase A well-designed screen-printed label can increase the perceived value of a wine. Photo: Bergin Glass Impressions is going to be influenced by how the package looks," explained Michael Bergin, president and CEO of Bergin Glass Impressions, a Napa, Calif., company that specializes in wine bottle screen printing and etching. A screen-printed bottle is still unusual enough that it automatically carries a visual punch, increasing its visibility on crowded mid-price-range shelves. Screen printing is done by applying enamel paint onto a bottle, AT A GLANCE + Screen printing is an increasingly popular technique to create graphic, creative and eye-catching bottles. + Screen-printed bottles can increase the perceived value of the wine. + New technology allows printing to be done all the way around the bottle. + Legal requirements, such as government warnings, can be incorporated into the design. w w w. v w m m e d i a.com N ov - D ec 2013 | V INE YA RD & W INE RY M A NA G EM EN T 101