Issue link: https://read.dmtmag.com/i/620640
Dry Creek Vineyard is a family-owned winery based in Healdsburg, Calif., which produces about 100,000 cases annually. The winery has featured sailboats on its labels since its founding in 1972, a nod to the Stare family's long line of sailing enthusiasts. Rath- er than doing away with the sailboat imagery, winery president Kim Stare Wallace wanted to refresh the winery's labels while maintain- ing a connection to its established branding. She also created a new design for the win- ery's cork closures that incorporates another layer of education for wine drinkers. here's a trend in wine labels that favors bold, eye-catching images over text. These designs maximize shelf impact, sometimes at the expense of informa- tion. But at least one winery has bucked that trend with information-rich labels that aim to inform discerning consumers about what real- ly goes into its wines. + There is a trend in wine labels that favors bold, eye-catching images over text. + Dry Creek Vineyard went in the opposite direction for its new package design, providing detailed winemaking informa- tion on the labels. + The idea is to appeal to discerning wine drinkers and the wine trade. + The redesign maintains links to the win- ery's past label design. + DCV's educational approach also extends to wine closures. AT A GLANCE LABEL EDUCATION Dry Creek Vineyard Takes a 'More is More' Approach to Package Redesign BY DANIELLE BEURTEAUX Dry Creek Vineyard's new labels have retained the winery's classic sailboat image, while adding a fresh look and technical information about the wines. 1 3 6 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 2 016 w w w. v w m m e d i a . c o m