“Ecommerce, which means ecommerce packaging, is going to be more and more important,” says digital marketer Shana Bull, one of the speakers at the upcoming PackXplore Conference. “It’s just not enough any more to ship wine in a brown box with a sales sheet. What can you do to bring emotion and excitement to that packaging?”
Marketers and retailers will tell you that a wine bottle sitting on the shelf may no longer be enough to sell the bottle, let alone the brand. Rather, wine producers and marketers need to approach packaging, whether traditional or for ecommerce, the way other CPG (consumer packaged goods) brands do, be they laundry detergent or ketchup.
“I have a lot of things to say about this,” says Annie Barrow, who owns ABC Wine Company in Manhattan’s East Village, who then explains that many traditional visual devices are no longer sending the right message. “Some wine brands still [think they] need a castle on the label,” she says. But, when faced with a choice based on label alone, “the customer walks right past it."
Wine packaging needs to adapt in a variety of areas, say the experts...
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This insightful article was curated by Pieter van Niekerk, chief intelligence officer of Vintelligence. He is an ocean-loving cowboy who has built a successful career as an agricultural economist and agribusiness manager in the beef, horticultural, banking, and wine industries of South Africa. Born in Johannesburg, he holds a degree in BSc Agric Hons Agricultural Economics. He currently lives in Cape Town with his cattle dog, Thomas.