Issue link: https://read.dmtmag.com/i/705606
w w w. v w m m e d i a . c o m J u l y - A u g 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 8 3 Boisset designed a golden pewter funnel that can be purchased as an accessory to the bottle, which makes transferring liquid into the bottle easier. The bottle, which is made from clear glass, comes in a red velvet bag for protection from light, and the bottle is available on its own or as part of a gift set. The expense, says Boisset, wasn't a primary concern. "For me, the cost is kind of immaterial. I want to create something abso- lutely surrealistic." Not all wine producers will go to the lengths that Boisset did to create a memorable bottle that will appeal to the higher end of the wine market. But more producers are choosing distinctive and, often, custom- ized bottles to offer a unique product. Just don't expect to see them on local store shelves — many are created for limited-production wines for loyal customers. EVOKING A MEMORY For Boisset, bejeweling a bottle came from a long- held ambition to create something more akin to a piece of art. "A label is what we've been doing forever," he says. "What about adorning a bottle with a gorgeous piece of jewelry? It's a celebration of elegance and style; a moment. I started having fun drawing jewelry pieces I would want on a bottle," he says regarding his inspiration to make it happen. Today's high-end wine producers are looking for bot- tles that are unique and worthy of the wine inside. After the recession, wineries didn't want to spend money on special or custom bottles, says Erica Harrop, founder and president of Napa, Calif.-based Global Package. There was a challenging combination of back inventory, price freezes and successive years with large harvests — but now that trend is being reversed. Wine producers are looking for interesting bottles and custom molds, and they're taking inspiration from others' creative packaging, says Harrop. "I've seen an authentic interest in what other companies are doing," she says. "It's not about taking market share; it's about saying, 'I want to be part of the new generation of cre- ativity.'" And that creativity is being taken to new levels with bottles transformed into collectible works of art in their own right. Michael Bergin, president of Napa, Calif.-based Bergin Glass Impressions, which provides etching and screen- printing services, says once the economy improved, the company's etching division experienced a dramatic spike in demand, particularly large formats. "I always gauge the overall health of the wine industry by the level of etching we do, and it's been consistently getting stronger since 2012," he says. "Because [etched bottles] are expensive, it means their customer base is feeling confident about the economy and jobs and are looking for unique, new items." Demand has also been up for Etched Images' services, also in Napa, Calif., which has been offering hand etching and painting for wine bottles since 1992, predominantly for clients in Napa and Sonoma counties. Most clients order once per year, but some as many as three or four times, and the size of the orders are increasing, says pres- ident and co-founder Stu McFarland. The company's 18 employees are busy all year long, he says. "It used to be January and February were really slow, but it's changed to the point it just doesn't stop." Because each job is done completely by hand and can involve a substantial amount of time per bottle, each commission is custom-quoted. The company etch- es around 16,000 bottles per year. "One artwork style might take 10 minutes of sandblasting to etch the label into glass, while a more complicated design of the same label might take 25 minutes," says McFarland. + Wineries are indulging flights of fancy to create one-of-a-kind bottles. + Most are intended for rare and limited-release wines. + Collectors are willing to pay thousands for these unique pieces. + The bottles are designed to be kept as objects in their own right. AT A GLANCE West Coast Global Package globalpackage.net 707 224 5670 East Coast Estal USA estal.info 305 443 7451 Bottles designed to set your brand apart. Select from the proprietary line of Global Package bottles or custom design the ideal bottle, pewter label or other packaging solution to promote and sell your agship products. Featured, the FIONA, is our new addition to the Elegant Light line with reserve styled oversized neck.