SERIOUS ABOUT WINE

Wine Packaging, Design, & Marketing Insights.

Why so much hype about the label?

Posted on May 09, 2018

Sure enough the wine label is there to give the consumer a source of
reference and basic information. What sort of wine it is, who produces it, the
vintage, blend, etc. These key aspects are already playing a game with the
shoppers’ mental gatekeeper of psychological choice – but they’re not the key
negotiators...

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Does the Label influence your choice?

Posted on April 11, 2018

This theory – or (conniving) practice in fact, exists in everything - and it’s not something that’s about to change any time soon. If you wish to exist undisrupted by it, then you better go and buy that isolated little log cabin in a remote forest somewhere, where you can fish for food and live off the resources that nature provides you. For the rest of us, suck it up buttercup!

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When the Label gets promoted

Posted on March 14, 2018

The writings on the wall; our global wine production in 2017 stumbled to its lowest level in over 50 years, and 2018 doesn’t promise any relief. If calculated in bottles (as we best understand it) that’s 2.9 billion bottles of wine less to go around… 2, 900 000 000 bottles!! That’s far too much for my calculator to grasp, but Google works it out at 483 333 333 cases! (less!?) That’s like inviting 20 friends around for a braai and expecting them to share a chop! (gevaarlik…)

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Times are changing - and so will our labels

Posted on February 16, 2018

In terms of labelling – we are about to see producers and brands kit-up for the big games once again. Soon it will no longer be about simply surviving but once again about being in the forefront of competitive leaders! South Africa has pretty much kept up with global labelling and design trends, but our marketing push has perhaps lacked a little oomph – that too will change. We will see a boost in innovation, increased quality, higher volumes and the best of all… a lot more noise in the media! (we love making media-noise, don’t we?)

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Labels vs Digital Media

Posted on January 25, 2018

Social media advertising has undeniably become one of the leading forms of digital
advertising, and in terms of digital advertising as a whole, it now far outweighs
the feather-weights such as print media. The marketing game has shifted from glossy
pages to the online arena and the only competition it faces is that of
packaging – or what we’re referring to exactly, is labelling.

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Packaging and Labelling in 2018 - Looking into the crystal ball...

Posted on January 05, 2018

The staggering wave of innovative technological advances that transpired last year – especially in terms of inkjet have probably stumped the achievements of all previous years! And then you can also add to that the enormous amount of new pre- and post-technology - as well as the avalanche of software! It’s been a bumper year of note! In the last 10-12 months alone, we have seen some pretty impressive new names step into the label and packaging industry and many it would seem, have quickly earned their spot in on the label and packaging supplier list!

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Do we judge the bottle by the label?

Posted on December 22, 2017

I’m not sure who we owe the credits to for that acutely correct statement, but this is a globally used term that involves itself in literally everything. In terms of product development and packaging it is certainly a topic that has etched itself right at the top of the design and marketing drawing board. In fact, if you’re not adamant about presentation then you’ve most likely not got your priorities entirely right. The game of marketing your products, be it spark plugs or wine is about catching the eye of the consumer and then visually – and I’ll repeat that, visually persuading them to buy it.

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Capitalise on your label and packaging power!

Posted on November 10, 2017

Perhaps it’s time to re-think that old and tired label? Its work has been great over the years, but maybe, just maybe the competition in the market is beginning to challenge its performance, or slowly eat away at its fans...

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Choosing your Label supplier

Posted on November 03, 2017

“The effect that labelling has on your bottom line is too important to ignore. Relook your labels, relook your suppliers if need be, but keep up your momentum in the market by never taking your eye off the power of your label.” Anon.

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Your label is your USP

Posted on October 12, 2017

For years producers have tried to figure out the complex game of effective marketing. This is and never will be a straight forward strategy that you can simply read in a book or follow on a step-by-step instruction manual. Instead its more often a challenging gauntlet of design vs competition to acutely suit your brand and even more so your product.

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Remembering some of our Celebrity labels

Posted on September 19, 2017

Remember the days of Black Cat peanut butter? How about, Marmite, Melrose, Toff-o-luxe and Chappies? Those were the luxuries in our homes, and never did we imagine things like Nutella, Bar-One spread, microwave popcorn – or even Marshmallow spread – called “Fluffy”! Do you remember some of these? Let's go back in time shall we...

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Labels – How to get it right, so people actually get it.

Posted on August 23, 2017

Labels, labels, labels, what is it about labels that successfully manage to get our attention? – or in some cases leave us pulling bizarre faces at a product in a shopping isle, in clear view of the public – as if it just said something insulting to us! Embarrassing… but never mind, we all do that.

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Do labels dress for success?

Posted on July 20, 2017

Perhaps we need to identify what exactly the term “success” refers to first. Is it for recognition of the product? Or is it perhaps intended to be an extension of the title producer? Is it to entice consumers to buy the product? Is it aimed to stand out above the rest? Shock, alarm, seduce or is it simply to wear the uniform of the brand?

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Does the label do justice for the brand?

Posted on July 05, 2017

We’ve already determined that most of the time when shopping for a bottle of wine, you are judging the book by the cover or the bottle by the label so to speak – but  for most of the part you make your decision based on what you see in your hands.  Based on this, I would like to ask the question – How do you feel about brand value?

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You're once, twice, three times a label...

Posted on June 22, 2017

Wine labels are often designed or described in a multitude of ways, be it old school, modern, contemporary, minimalist, industrial, traditional, you name it, but often we look at inanimate objects (especially cars and boats) and give them a female gender connotation. Why exactly?  - I’m yet to understand, but there are most likely ongoing debates as to why certain objects are decidedly more female gender based than male...

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A trio of unconventionals

Posted on June 05, 2017

In today’s competitive market environment it’s all about what will help it sell. In the process of this fierce and design-driven war, it’s more often the packaging that really needs to impress.  If we were to really think about how we go about choosing one product over the other, what has been the dominant factor in this process of choice? Packaging.

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Tasting Room staff should be label wise!

Posted on May 03, 2017

Have you ever visited a tasting room somewhere - anywhere and wondered what the story behind their label or any one of their range of labels in fact might be?  We are not referring to the back label in this case of course, but the actual story that lead to the design and compilation of the label itself?

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Has the label got anything to do with the quality?

Posted on May 03, 2017

Perhaps it’s more of a “female thing” but we do tend to shop by the looks of things don’t we? And if I may say, we are rather gifted with a pretty good instinct on things in general and thus I won’t disbelieve that we have invisible radar and an additional sense if you like, when it comes to judging something by the packaging.

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Did you just buy that for the sake of the label?

Posted on May 03, 2017

I think I’ve heard this “noise” more often than I’d like to remember – even though the whiplash dirty look that I return in disapproval of this utterance tends to have no effect whatsoever in deterring it from being uttered again!  

Oh well, if the truth must be spoken, then yes, I confess...  I DO shop for wine labels!

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Wine Labels that got into trouble (Part 1 & 2)

Posted on May 03, 2017

Let’s be honest... we all sort of admired the naughty kid in the classroom back in the old school days didn’t we? If it wasn’t for his mind-blowing creative ideas of entry-level mischief, or his brave attempts at striking items off the “forbidden list”, it was for the spectacular way in which he accepted his punishment with pride and broad-shouldered victory! “Did it and got noticed!” – almost akin to winning an award! Well, if we had to compare this kind of behaviour to some of the risky wine labels that have made an appearance over the years, it turns out there have been quite a few little delinquent labels – some who got into quite a lot of trouble too...

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How to choose by the label...

Posted on May 03, 2017

We all have a little spontaneous, perhaps influential and sometimes even reckless consumer inside of us don’t we? I’ve come across this only too often when I’m out shopping for the regular and ever so mundane items on the shopping list, but often end up being lured away to a little something “nice”... The disaster of this hypothesis however, usually strikes when I’m out to restock my ever diminishing wine rack...

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The Seduction of Wine Labels

Posted on March 31, 2017

I would only regard myself as an average connoisseur (not always sure who I may or may not compare with) but for the best part, I know my wines fairly well and as such I should probably not openly admit the following, but yes, I do fall for labels!

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