Are You Curious About Wine Packaging Trends?
2020 Wine Packaging Trends
2020 may shine as the most exciting year of wine packaging trends. Even before quarantine changed our collective lives, the wine industry recognized the need for revolutionary wine packaging concepts to attract the Millennial consumer.
The wine industry also learned that Millennials often valued wine packaged in single serving cans with calories, carbohydrates, and other nutritional information on the label.
2020: Key Packaging Trends
Key Packaging Trends
What is it about a wine (bottle, can, box) that invigorates consumers in a shop to stop and pull it from its shelf?
A panel of highly credentialed wine experts (Evan Goldstein, MS, Sara Schneider of Robb Report, and Debbie Zachareas of Ferry Plaza Wine Merchant) led a lively discussion moderated by Wine Business Monthly managing editor Erin Kirschenmann.
This panel was part of the 2020 PACK Conference taking place August 4, 2020
Does Augmented Reality have a future in Millennial wine marketing? .
2020 Key Wine Packaging Trends: Health & Convenience
The first session of the Wine Business Monthly Wine Packaging Conference kicked off with an esteemed panel of judges. They discussed what catches their eye when they scanned wine store shelves.
What Catches the Eye of a Wine Buyer: Wine Packaging Trends
Are bright colors on a label in or out? What about gold and silver on a label–is that a symbol of luxury? Should designers create specific labels to capture the eye of a Millennial consumer?
And what about Augmented reality? Does the new wine packaging trend started by the brand 19 Crimes have a place in future wine packaging?
Evan Goldstein MS reveals that in one of his first jobs in the wine world, his boss told him that gold and silver colors and/or foil worked like a charm to catch a consumer’s eye.
The panelists debated if this wine packaging technique was still valid today.
The consensus was that gold and silver had their place, and could add a certain “pop” to a wine bottle.
Do gold and silver colors and foil attract the Millennial buyer? .
2020: Key Packaging Trends Augmented Reality
Augmented Reality: Will it Continue?
The panel all enjoyed seeing the different augmented reality styles available on the labels up for competition. They liked the way the label told a literal story when the consumer engaged with it. The trend looks like it is here to stay and will become more popular.
Wine Packaging Trends: The Label – How Much is Too Much Information?
This question from moderator Erin Kirschenmann ignited a lively conversation between the panelists. Evan Goldstein MS brought up a label design produced by an Italian firm decades ago, in which the front label was the size of a postage stamp. The tiny label, he explained, intrigued the consumer and motivated him/her to spin the bottle around to read the information on the back label.
Key Millennial takeaway point: label must be Instagram Friendly .
Other panelists agreed there was a “sweet spot” between too much information on a label, or not enough. “If I need to refer to a technical sheet after buying the wine to find out what grapes were in the blend, there’s not enough information,” remarked a panelist.
As a group, the panelists enjoyed reading “stories” on the back label.
But what stories?
The panelists agreed that “origin stories” were the best. The most effective use of stories was when the story of the wine’s origin connected with the imagery on the label and even the name of the wine.
Wine Packaging Trends Alternative Packaging
Wine Packaging Trends Heavy Bottles: Here to Stay?
Historically, wine marketers felt heavy bottles subconsciously suggested the value of the wine to the consumer. The panelists agreed that most savvy wine lovers today are conscious of the environment and thus favor lighter weight, more environmentally friendly bottles. But in the end they thought a heavy bottle weight for an expensive wine reassured customers about the wine’s quality
Naked Capsules: New Wine Packaging Trend?
Do consumers notice capsules? What is a capsule anyway? The capsule is a protective sleeve on the neck of a wine bottle over the cork. A new trend this year, noticed by the panelists, is that some designers are not using a capsule at all. A new wine packaging trend is to let the cork show through the neck of the bottle.
One and Done: The Rise of the Single Serving Size
Curtis Mann MW led this lively discussion on cans with a great panel that included Tracy Frisbie, VP of Marketing and International sales at Buzz Balls, Gina Schober, Co-Founder of Sans Wine Co., and Evan Goldstein MS.
Though single serving vessels come in a variety of materials, the focus of this discussion was single serving cans as they allow more portability when compared to glass.
A new wine packaging trend is to let the cork show through the neck of the bottle. .
Wine Packaging Trends: Aluminum
Wine Packaging Trends: Canned Cocktails
White Claw, a canned flavored malt beverage (FMB), is a favorite among the Millennial generation for many reasons–primary among them is that unlike wine, it proclaims its (low) calories and carbs right on the can.
White Claw boasts a gluten-free alcohol base, seltzer water, and has a hint of fruit flavor.
Competing against White Claw and its clones is Buzz Ballz, available in aluminum ball shapes as both wine based and spirits based cocktails.
In her lively presentation, Tracy Frisbie explained the various benefits of Buzz Ballz to the consumer and how they differed from competing products.
The single serving element of the package was an obvious benefit. The 15% alcohol content was a benefit to consumers who desired more of a “buzz” than found in most canned spritzer products.
One of Ms. Frisbie’s more interesting points was that people consumed the product within thirty minutes of purchase, suggesting that consumers likely stopped by a market on their way to a beach, park, or other outdoor event.
The ball shaped containers come in a variety of flavors, and stores often stock them in a refrigerated open bin. Ms. Frisbie reports that consumers often reach deeply into the bin, hunting for their favorite flavors.
Single Vineyard Canned Wine
Gina Schober and her husband named their canned wine product Sans Wine Co.because the word “Sans” in French means “without.” In deference to what the Millennial aged consumer wants today, the canned wine does not have additives like sulfites or preservatives.
Besides the portability of the cans, Ms. Schober proclaims, the cans hold temperatures well, are lightweight, prevent UV light penetration and also oxygen exchange. The wine within it, Ms. Schober says, ages slower than it would in a bottle
Wine Packaging Trends: Single Serving Sizes
Wine Packaging Trends: Single Serving Portions
Evan Goldstein MS led an animated discussion focused on the future of 187 ml sized wine bottles to serve the needs of wine enthusiasts. This is especially true for people in various wine education programs.
For that exact market, Mr. Goldstein created a subscription-based program called Master the World: Blind Tasting Wine Experience. In the broad commercial market, Mr. Goldstein suggests that conference organizers could use the kits for “break-out” sessions, even for professionals outside the wine trade.
Virtual Winery Tastings: Demand for 187 ml Bottles
As early as May 2020, Wine Business Monthly editor Erin Kirschenmann wrote that many newly shuttered wineries switched to virtual tastings and sent full-sized bottles in wine packs to customers. An assortment of 187 ml bottles would be ideal for this purpose. Even when wineries reopen, they plan to continue virtual tastings to reach more consumers.
Even when wineries reopen, they plan to continue virtual tastings to reach more consumers. .
Packaging Design Trends: Developing a New Wine Brand
Heidi Scheid, VP of Scheid Family Wines, delivered an excellent presentation titled “Identifying the Markers to Build Your Brand.”
This was an eye-opening A-Z revelation of the myriad of steps needed to launch the exciting new Sunny with a Chance of Flowers brand in the US market – especially relevant as the brand launched during the COVID pandemic.
Heidi Scheid revealed almost every meeting and single step, from conception to completion, in her dynamic presentation.
What are the markers to build your wine brand for Millennials? .
Packaging Design Trends: Get Ahead of the Pack
Award-winning wine writer Julia Coney moderated this A-list panel of wine industry leaders including Brie Wohld, VP marketing Trinchero Family Estates, LaCenia Cheek, Director of Barefoot Sales Innovation E & J Gallo, and Darren Restivo, Founder and Marketing Director at Biagio Cru Wines & Spirits.
The panel discussed many of the exciting transformations happening in the international wine world today.
Should a new wine product be purposed for all formats? .
The top Wine Packaging Trends takeaway points:
- Creating a wine brand for the Instagram generation.
- Importance of creating wines for every occasion (single serving, sharing occasions)
- Why social media branding and packaging go together
Marisa Dvari
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