With the holiday season upon us, I'd better stock up on wines, both to entertain guests, and for host gifts.
Wine producers know there are countless varieties from which to select, and they are aware that they may only have a few seconds of a consumer's gaze to catch their attention. What makes a wine bottle stand out on a shelf?
This was a befuddling dilemma for wine makers to wrap their heads around, since the traditional wine trade care about the details: country of origin, the grape variety, the maker and ultimately the price. But consumers are more emotional about their purchases- whom are we drinking with? What will our wine selection say about us? Will it go with the foods we're serving? It can't be too unconventional, but at the same time, has to stand out.
Here's a good case study example:
Blossom Hill wine was redesigned by
BR&Me marketing to cut through the clutter of the competition.
Non-descript, and certainly not memorable, their old design needed a face lift. They wanted to communicate that these wines were "deliciously fruity and easy to drink on any occasion." They wanted people to associate their brand with "outdoor living and a sunny disposition". They certainly weren't successfully promoting an informal and relaxed message with that labeling.
Introducing the redesigned bottles. With an emphasis on warm, inviting colors and eye catching labels, Blossom Hill went from generic and bland, to accessible and appealing. I wonder if the treatment of the actual bottle, to let the color of the lighter wines show through, was tweaked, as well?
I'm amazed by all the work that goes into packaging a product, that we might give less than a few seconds of attention to, as we are browsing for just the right item to jump off the shelf at us. You've got to hand it to marketers for working hard to catch our attention, even if we don't realize it.
image source
image source
Non-descript, and certainly not memorable, their old design needed a face lift. They wanted to communicate that these wines were "deliciously fruity and easy to drink on any occasion." They wanted people to associate their brand with "outdoor living and a sunny disposition". They certainly weren't successfully promoting an informal and relaxed message with that labeling.
image source