Issue link: http://read.dmtmag.com/i/646485
w w w. v w m m e d i a . c o m M a r - A p r 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 9 3 hen it comes to the retail game, there's no denying your label is what consumers notice first. So how does one stand out from the crowd? "People shop for wine by variety, then region and then by price. Then it comes down to the appeal of the label," says designer Christopher Hayes, creative direc- tor of Forthright Strategic Design in San Francisco, a firm specializing in designing wine and spirits brands. "It has to jump out and grab you in some way." "In the past, wineries had a more serious approach to packaging: 'We must follow the French'," says Don Wright, owner of Wright Global Graphics in Thomasville, N.C., a 54-year-old printing company his father originally started. "But now the trend is to lighten up and have more fun, which comes out graphically as well." BRAND DEVELOPMENT One overall consensus among those interviewed was to ensure your packaging matches your price point. "There have been a lot of updates in the $30 to $40 range," says Thomas Reiss, founder of Kraftwerk Design in San Luis Obispo, Calif., who grew up in the German wine country and moved to the United States 18 years ago after meeting his wife here. "People don't want their more expensive wines to look the same as the ones that are $12 or $18 at BevMo. It's a turnoff for consumers, too. So everyone tries to look better," he adds. "On the other hand, if you bring a bottle of wine to a party that looks like it cost $50 and it tastes awful, that's bad, too. Don't over-promise. The same goes for your price point." A second observation is that authenticity is a key to success. "The brand must be true and must reflect on the winery making the wine," says Travis Pollard, vice president of sales and marketing for Paragon Label in Petaluma, Calif., and partner at nearby Sausalito-based 4 Parts Design. "Wineries are looking for a way to dif- ferentiate themselves, and that's a difficult thing to do with so many wine brands in the marketplace," he says. Longevity is another critical element. "Think about where you want the brand to be in five or 10 years," says Reiss, "not just what it is today." It's also important to consider the overall branding of your product. "Be consistent; make sure it works everywhere — your label, tasting room, advertising, website and marketing," says Reiss. "This is especially true for smaller brands." KNOW YOUR AUDIENCE With the millennial generation recently having sur- passed baby boomers in terms of wine purchases, many wineries are focusing on this growing market. General observations note millennials seek authenticity in a brand as well as a need to connect with the brand's story. But it's also important to understand the genera- tion spans a couple decades and has different buying habits within it. "They put a high value on discovery," says Hayes. + Brand consistency and a style that matches your price point will ensure success. + Understand your target audience and how to reach them. You want to entice them to pick up the bottle and learn more. + Be concise on the back label by telling your story succinctly — and make sure it's based on reality. + Decide if following trends is right for your brand or not. Think long-term. + Create a label image that relates to your brand name and story. + Use professional designers and printers. + Follow local, state and federal regulations. AT A GLANCE An elegant design suggests an outstanding bottle of wine. Photo: Kraftwerk Design