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7 0 V I N E YA R D & W I N E RY M A N A G E M E N T | J a n - F e b 2 017 w w w. v w m m e d i a . c o m Sovereign Estate Vineyard uses an in-house label printer to create custom labels on-the-fly. BY L.M. ARCHER he blink of an eye often determines a win- ery's success. According to a 2015 Gallo Consumer Wine Trend Survey, millennials are four times more likely to select a wine based on the originality of its label, while baby boom- ers look at labels as part status symbol, part infomercial. Bottle labels both tell and sell the story of a winery, revealing useful facts and fulfilling gov- ernment requirements while evoking emotional responses in consumers. These reactions, in turn, provoke purchasing choices often based on a wine's perceived popularity, quality or value. This helps explain why winery owners devote precious resources to ensuring successful wine label programs. Yet one size doesn't fit all. Cost- effective, in-house labeling delivers an affordable, aesthetically appealing alternative for the budget- conscious. Other wineries engage professional printing enterprises to drive every aspect of the labeling process, from proofing to packaging. Meanwhile, those who value convenience find virtual solutions with online printing companies. Let's take a look at all three. A close look at three different methods that can help your custom labeling needs come to life. Blink Eye of an + Bottle labels both tell and sell the story of a winery. + In-house printers are good for special events, promotions and rush projects. + With custom label printers, seek out quality and customer service. + Online printing promises custom projects with minimal interaction at the click of a mouse. + Custom labels provide a way to personalize the winery visit. AT A GLANCE