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Article: Looking for a package deal. (wine packaging as marketing ploy)
- Article from:
- Wines & Vines
- Article date:
- March 1, 1996
- Author:
CopyrightCOPYRIGHT 1996 Wines & Vines. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Please don't shoot the messenger and let's not let the consumer in on it, but the fact is that it hardly makes any difference what you put in your wine bottle these days. What's important is the bottle. Or, more to the point, "the package."
At least, that's the word heard from marketers, designers and suppliers of packaging equipment to the wine industry. The first question a wine producer is likely to hear from a buyer is not, "What does it taste like?" but "What does it look like?"
We talked to people on the design side and people who make the designs work in an attempt to produce a kind of mini-seminar on packaging. Many of our contacts came at ...