What you need to know about 2017’s wine packaging design trends

Design trends

Carton packaging is an increasingly relevant option for wine producers. What, then, will the top wine carton package design trends be in 2017 – and how can wine carton packaging enhance your wine’s brand message and profile?

The special wine edition of Tetra Pak’s packaging design trends, wine edition 2017, is your essential guide to this year’s wine carton packaging trends. Published this year for the first time, the wine edition gives specifically wine-focused design tips and inspiration to help wine producers better appeal to consumers, and spotlights six key wine carton packaging trends for 2017. Before you download the full version below, let us run through the thinking that lies behind the themes that will shape the future of wine carton packaging design in 2017 and beyond.

Wine is inimically linked to the land on which the vines grow. Consumers judge wines as much by where they come from as by grape type and vintage. This is because the vineyard’s location and terroir (soil type and climate) are vital to a wine’s character. They are also vital elements in communicating a wine’s features on a carton package.

More and more carton wine packaging includes design cues on local origin and the production processes behind the wine, says Alexandre Carvalho, Tetra Pak Marketing Service Director.

“Wine packaging design plays into the notion of honest and responsible production, which in turn reflects the roots of the wine and the vineyard. Each vineyard is unique, and this originality and the wine’s provenance are elements that wine packaging can utilize.”

Take pride in your origins

Consumers expect the wine they buy to live up to the characteristics they associate both with it and its area of production. This is something that winemakers increasingly seek to highlight on their packages.

Visually, wine packaging is expressing this in a more back-to-nature way through the use of healthful colours that draw inspiration from the landscape and express care for the land.

Environment is ultimately critical to a vineyard’s long-term prosperity and increasingly a marketing tool for wine producers. Carton packages are an ideal medium for expressing environmental benefits as they are both made of renewable materials and also recyclable.

“The fact that the package is made from paper is a good link to environment. A carton package also gives the producer a lot of space for information and to demonstrate their care for the land,” Carvalho says.

Wine consumers are highly eclectic, ranging from millennials attracted by the convenience of light modern carton packaging to baby boomers looking for new experiences. Reflecting this diversity is a trend towards the use of bold colours on carton packages for wine.

Show your true colours

Even wine colour itself has been reinvented, with the launch last year of “blue wine” – a blend of red and white wines from Spanish and French vineyards. Expect the colour revolution to continue.

Information is another important driver. “When it comes to carton packaging and wine, consumers cannot see what’s inside so you may need to give more information than on other packages and use a recognizable format while having your own identity,” Carvalho says.

Some producers opt for rather simple packages that avoid ornateness and communicate a sense of “homeliness”, he adds. “These designs communicate a certain roughness – not because there is no love but on the contrary. Key elements here include small scale and local production.”

Conversely, other producers want to stress the exclusivity of their wine. Luxury-niche packaging may use colours like black and gold and devices like night-time feel and sparkle. Trends include a metallized effect using an aluminium background instead of white.

“You can create interesting games of matt and metallic and light and dark and shiny –combinations that can connote luxury,” Carvalho says.


Want to know the six main trends driving carton wine packaging in 2017? Download the special wine edition of Tetra Pak’s packaging design trends, wine edition 2017 to find out more.