Issue link: http://read.dmtmag.com/i/764739
w w w. v w m m e d i a . c o m J a n - F e b 2 017 | V I N E YA R D & W I N E RY M A N A G E M E N T 7 3 resistance and scuff-resistant label quality assurance testing, to bar- code and government regulations compliance. "The bottling date is a sacred date — we won't even start labels until we have the bottling date in place," says Grossman, "We've been doing this for more than 20 years, so we know the ins and outs, and are very serious about honoring those bottling dates and watching out for everything that's needed to avoid failure when [the winery] goes to the line. If it's using a mobile bottler, we're also aware of every mobile bottler configura- tion in the area, of every type of bottle used, and the alignment of each label machine. We also ensure the label liner [the backing for the pressure-sensitive label and adhe- sive] is made of anti-stick silicon for easy label release, and has no cut marks, which can cause snapping and breaking." large-volume offset jobs. Other online enticements involve flat fees for full-color printing, and a menu of paper stocks like fancy parchment and water-resistant vinyl. It also offers reasonable graphics services to those clients who do not have pre-existing designs, or need help revising existing ones. The company's online custom label process isn't complicated. Cli- ents complete a layout template, insert the artwork, and submit it to the graphics department for a 20-point "pre-flight" review. Should the graphics department run into any problems during final inspec- tion, it contacts the customer direct- ly to resolve pending matters before green-lighting the job. Once fin- ished, the labels ship — sometimes within 24 hours of fulfillment. These are all things to seek out when choosing an online printing service. CAPTURING CONSUMERS' EXPERIENCES "Premium wines are a relatively inexpensive luxury item," observes winery brand consultant Carl Giavan- ti, "and they're subject to impulse purchasing while consumers are enjoying themselves during a wine tasting. Winery guests want to take that experience home with them to share with friends and family." Giavanti urges winery owners to consider the power of custom labels this way, "Custom labels appeal to vanity, but also provide a way to personalize the winery visit, reinforce branding and even pro- mote case purchases. They're also ideal for birthdays and other special events, not to mention during the holiday gift-giving season. By offer- ing custom labels, wineries furnish a memorable service while differ- entiating themselves from their competition." L.M. Archer is a freelance writer, video correspondent, and creator/ editor of www.binnotes.com, a site devoted to inspired stories about artisan wine and taste makers. Comments? Please e-mail us at feedback@vwmmedia.com. In the end, Grossman asks, "How much time do wineries want to spend worrying about labels? We worry for them, so they can do what they do best — make wine." ONLINE PRINTING Finally, those who prefer quick turn-around, simple interfaces and up-front pricing turn to online print- ing companies like PsPrint.com for custom labels. This multi-product merchant gives business owners control over custom label printing projects with minimal interaction at the click of a mouse. Other benefits consist of easy artwork transfer from previous printing companies to PsPrint. com's online design template, not to mention competitive pric- ing. The company employs cost- effective "gang print" (bundling many separate orders in one run) for both small-volume digital and Letina tanks, sanitary valves and fittings. St. Patrick's of Texas • StPats.com 50,000 square feet of Stainless Steel