March 2011 Newsletter
June 06, 2011
Choosing the Right Bottle
In the over two decades I have worked in the production side of the wine business, I’ve learned that both winemakers and marketers often need help communicating their needs so they choose the right bottle for their wine. It’s not surprising because there are many things to consider: The targeted consumer and primary market (retailers, online sales, restaurants, on-premise, etc.) The expected price-point of your wine, which will help determine your packaging budget. The image your winery and wine’s brand needs to convey. And, last but not least, the capabilities and trustworthiness of your suppliers. This last point is critical because you need to rely on your suppliers to not only provide you with critical information, but also to be willing and able to communicate with your other suppliers. For instance, the ring finish of your bottle needs to conform to the closure you’ve chosen; the diameter of the bottle needs to accommodate the designer’s label; the height of the bottle needs to fit on the retailer’s shelf. Stay tuned to more in-depth tips about bottle selection in our upcoming newsletters. You can find more information on our website: http://www.globalpackage.net
Not Your Grandpa's Whiskey Jug
If you are looking for ideas for your next spirits launch, this gallery of spectacular spirits packaging would be a good place to start. It shows an incredible array of bottle shapes and embellishments. The wine industry should be paying attention because wineries are also embracing the exotic. I would argue that the spirits industry gleaned those ideas from the perfume industry because they are what sells to the consumer who buys. Global Packaging LLC prides itself on its leadership in innovative wine and spirits packaging working with designers, and was proud to introduce earlier this year the MBS Decanter bottle (photo on right), designed by famous Basque restaurateur Martin Berasategui and produced by Estal packaging, which won the prestigious Packaging Oscar. More information about this innovative bottle can be found on our website: www.globalpackage.net. Check out the spirits bottles here: http://www.thedrinksreport.com/spiritswhite.html
All Shapes and Sizes
While most of our readers probably know the names and sizes of many of the wine bottles on the market, I found this chart on the FriendsEat.com blog and thought it would be fun to pass along. The chart not only names names, but also tells us the provenance of the names, many of which originated in biblical times. Did you know, for instance, that Rehoboam was the first king of Judea? I did find an error in the chart, however: The Balthazar is generally said to hold 12 liters, not 15 liters. Wikipedia has a similar chart, along with a general description of the shapes, colors, and other bottle details, for those wishing a bit more information. The FriendsEat.com chart is here: http://blog.friendseat.com/different-kinds-wine-bottles-sizes-2/. The Wikipedia chart is here: http://en.wikipedia.org/wiki/Wine_bottle
How Much Wine and Spirits is the World Drinking?
The Drinks Report, a UK-based website devoted to wine and spirits news and research, recently released data about the world’s drinking habits, with some interesting findings. According to the study, worldwide wine consumption is growing and the U.S. is expected to overtake France and Italy as the “world’s biggest consumer of wine,” with China and Russia also witnessing impressive growth in wine consumption. Rosé will show the biggest growth over the next four years and sparkling wine consumption will increase by nearly 6% by 2014. Importantly, “wines priced at more than US$10 a bottle are taking a larger slice of sales and will grow by more than 15% between 2008 and 2014.”
Consumption of spirits declined in 2010, according to the report, but is expected to pick up to a 5% growth rate by 2014. Vodka is the “world’s leading spirit, with rum expected to grow 14% in the run up to 2014 and scotch whiskey to grow 5% by 2014. “Tequila, from a small base, grew more than 15% in the last five years.”
Asia, which is replacing rice-based spirits with wine, “accounts for 44% of all spirits consumed in the world in 2009.” Click here for a summary of the report: http://www.thedrinksreport.com/full.articles/business.folder/Business2011/full.0111_vinexpo-iwsr-global-trends.html
Restaurant Sales Are Up
Another survey, this one sponsored by Wine & Spirits magazine, yielded some interesting findings for our industry. It appears that wine sales are coming out of a two-year slump, with consumers spending more generously on a bottle of wine than in the past. Sommeliers in America's top restaurants reported that consumers are better educated about wine and are choosing the classics, rather than cult wines. Italian wines remain the most popular imports, with wines from Spain, Argentina and, surprise, Greece gaining ground. The article also lists the Top Ten Most Popular Wine List Brands. Click here: htttp://finance.yahoo.com/news/Wine-Spirits-Magazine-prnews-3746274745.html?x+0
News ‘n Notes
In case you missed it, there’s an informative article, “Looking Again At Glass,” in this month’s Wines & Vines, in which “longtime bottle suppliers,” such as Global Package LLC, are cited as “turning up the green with lighter weight bottles:” http://www.winesandvines.com/template.cfm?section=features&content=84592&ftitle=Looking%20Again%20at%20Glass.
China Rising: China’s wine consumption is soaring, growing by 72 percent in the past five years. The country has become the largest consumer of French wines, outside of France, with Bordeaux a favorite: (http://www.beveragedaily.com/Markets/Chinese-consumers-develops-a-taste-for-French-wine). And China is also making wine these days, with Robert Parker ranking 18 out of 20 Chinese wines “average” to “good:” (http://www.grapewallofchina.com/) . . .Wineindustrynetwork.com lists “23 things people like most about their jobs in the wine industry; important points to stress if you’re looking for talent: (http://wineindustrynetwork.com/supplierprofile.php?s=6423&r=z24RJ3LHJL0.#whatsnew) . . .According to recent figures from Wines & Vines, glass still reigns supreme in the industry.