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w w w. v w m m e d i a . c o m N o v - D e c 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 9 1 create shelf impact and that's really important," she said. "The capsule is another opportunity to reinforce branding." achieved this with a simple yet distinctive and lively design that kept in line with Jam Jar's messaging of 'simple, pure and honest.'" A n o t h e r c l e v e r c a p s u l e comes from E. & J. Gallo's Bear Flag Wines, which commissioned artist Edu- a r d o B e r t o n e t o c r e a t e distinctive, graphic-novel- style labels for each of its three wines. The cap- sules coordinate with the color theme of each wine and include wrap-around bar codes as part of the design. SUBTLE BRANDING But when it comes to capsules, Sugarman said she believes that less is more. The design must c o m p l e m e n t t h e e n t i r e Big House Winery in Sole- dad, Calif., offers a colorful example. The brand got its name from nearby Soledad State Correctional Facil- ity, and as a tie-in to the prison theme, the capsule for its The Usual Suspect Cabernet Sauvignon fea- tures a set of jailer's keys. The Birdman capsule on the pinot grigio depicts a canary on barbed wire. Jam Jar wines' capsule design supports its brand- ing by using a two-color pattern that matches the design on its case car- ton. "We aimed to cre- ate packaging that evoked nostalgia," said Jam Jar c o m m u n i c a t i o n s m a n - ager Courtney Luick. "We + Wine producers are recog- nizing that capsules present branding opportunities. + New materials and tech- niques make applying designs to capsules easier than in the past. + Responsive inks can create attention-grabbing designs. + Some producers are eschewing capsules for printed necks. AT A GLANCE "ON DEMAND" SAME DAY DELIVERY!! STOCK SCREWCAPS (12 colors) STOCK POLYLAM CAPSULES (9 colors) Direct from our warehouse on Hanna Drive in American Canyon. 700 Hanna Drive Suite D American Canyon, CA 94503 P. 707 235 3449 info@unionpack.com www.unionpack.com UNIONPACK has partnered with the finest Italian Closure manufacturers: Intercap Closures - Quality Capsules for Wine, Spirits, and Olive Oil FederfinTech - Aluminum Screwcaps for Wine, Spirits, and Olive Oil PE-DI - Steel, Stainless Steel, and Aluminum Crowns with Saranex, PI, or PO liners. Plastic Bidules to Jeroboam sizes Sabat - Muselet & Cap (wire hood & disc) Big House Winery carries its label themes over to its capsules.