Issue link: http://read.dmtmag.com/i/402796
9 0 V I N E YA R D & W I N E RY M A N A G E M E N T | N o v - D e c 2 014 w w w. v w m m e d i a . c o m Walk into any wine store and you'll see labels of every description: traditional, muted, wildly color- ful, etched, screen-printed and wrapped. Until recently, however, capsules were the holdout, mostly unembellished and usually a single color. But now some brand own- ers are realizing that a decorated capsule can not only add a finishing touch to a bottle's design, it can also add an eye-catching element that delivers a message to consumer – and prompts that consumer to buy. BY DANIELLE BEURTEAUX Wine Capsules Offer Opportunities Attractive bottle necks can make packaging 'pop' While many think of capsules as the tin or polylaminate sleeves that cover the tops of wine bot- tles, the concept has expanded to include metal capsules that are part of screwcap packaging, as well as printed bottle-neck designs that sim- ulate the look of traditional capsules. According to Paula Sugarman, head of Fair Oaks, Calif.-based Sug- arman Design Group, capsule design can be enticing for consumers who buy wines based on package appeal. "Here we have the opportunity to