Customization Boosts Sales By Erica Harrop June 26, 2019
This is the third and final installment in our series on what wineries should focus on when making packaging decisions. First, we discussed the importance of establishing a personal, compelling, and authentic brand story, one that is intrinsic to the character or the wine or winery. This can be culled from your winery’s family history, its terroir, or your unique winemaking process. This brand story needs to be succinctly articulated to bring it to life with your messaging and packaging.
The second most important factor to consider is your wine’s bottle, its shape and color. In my previous article I explained all the reasons to choose glass over cans, bags, or boxes: It protects against oxygen contamination, does not impart metallic or other unwanted tastes or odors to the wine, and it can protect against UV light, which can “skunk” a wine.
Now I’d like to expand on the area of bottle customization and decoration. In addition to providing a large inventory of stock bottles in standard shapes and colors, Global Package routinely sources a broad range of bottles, both domestically and foreign, for the ultra-premium wine market. We also specialize in producing custom molds for those seeking a distinctive bottle for their packaging. Our work with wineries and their designers has resulted in numerous industry awards, including
While Global Package boasts a broad range of domestic and European bottles, the company also produces custom molds at reasonable prices for brands wishing to elevate their brand beyond the fray.
“Of course, the price factor plays into the equation,” says Harrop. “However, I want to point out that many clients are surprised to find that customization can be affordable.”
A recent experience with one of Global Package’s clients, Clarice Wine Company’s Adam Lee, proved this point. Lee shares this:
“I initially thought the pricing and quantities required for a custom designed bottle would be prohibitive, but it turned out that the quantities required were quite reasonable and the pricing was really fair. It cost a bit more than a stock bottle, but given the bang for the buck, it was quite reasonable.”
In future WIN articles, Harrop plans to discuss in more technical detail the myriad of factors wineries need to consider when selecting packaging; such as classic versus custom bottles, colors/shapes, weights/heights, decoration, price/case breakpoints, foreign versus domestic sourcing, etc.
Global Package provides stock and custom bottles for the premium and ultra-premium markets, creating new opportunities for wineries to strengthen existing and build new brands with adherence to the highest quality standards. The company stocks a wide selection of domestic bottles and specializes in European bottles, with the ability to source higher-end bottles at very good pricing.
Contact firstname.lastname@example.org or 707-224-5670. Global Package is located at 2793 Napa Valley Corporate Drive, Napa, CA 94558.