Many consumers – particularly the less experienced – base their choice of wine more on its packaging and design and less on its contents. Carton packages provide ample opportunities for wineries to create a strong first impression – and to then keep the conversation going.
For wine producers and supermarkets, simply putting wine on the shelf is not enough. Attractive packaging that helps consumers recognize the product, the wine name and the winery behind it is a must. And yet, the value of package communication is often underestimated and treated half-heartedly.
A carton package containing wine offers a superb communication channel. Putting a message on packaging costs significantly less than advertising or publicity in newspapers, TV, the web or other media – and reaches far more consumers.
As a way to convey knowledge, packaging is underused. A wine carton, for example, can be used to tell a story or share interesting facts about the wine, the winery or the packaging itself. The package and design can also be used to publicize news, such as the launch of a new vintage or variety.
The available space for such profiling depends on the package shape. A rectangular carton has five visible surfaces that together offer greater potential, if used correctly, than a round bottle. Words and images can be spread over all five sides for easy reading and understanding.
Create product personality
In addition, carton packaging material provides many technical printing opportunities to reproduce realistic and appealing images. The shape or design of a package can give the wine and its producer an identity, create a personality for the wine and build consumer expectations. Classic examples from other fields are Coca-Cola, Absolut, and Heinz. Recognition and familiarity have enormous value and are developed by patiently maintaining the shape or appearance of the package design.
Having a visible brand name on the package helps the consumer to quickly identify the product and its company, thereby shortening the buying process and saving time. The brand also has symbolic significance and should reflect the feelings and values the company wishes to convey. A strongly branded package gives the product an image or personality. In many cases, the consumer is willing to pay for the symbolic value inherent in the goods.
The brand is also where much of the consumer’s confidence in quality lies. The brand name is not necessarily a guarantee of high quality, but of consistent quality. A reliable brand is important for beverages – and not least for wine – since the excellence of a product is no longer a guarantee of its success. By its presence on the package, the brand and the package form an entity that influences the consumer.
Environmental awareness is also significant. Today, carton packaging is more than ever the most environmentally sound choice. Based on a renewable resource – the forest – it has a low carbon dioxide footprint during its lifecycle compared with other packaging types. An environmentally sound profile can strengthen a manufacturer’s social responsibility, helping to build an attractive company profile.
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