Make the first sale. If you can get the consumer to choose your bottle, the wine will convert them into a loyal customer. But that first sale is the challenge. It’s why packaging is so important.
There are common tactics for encouraging sales. Some are limited-time offers—discounts, contests, and on-pack promotional items are typical. Then there’s limited edition packaging where a producer alters their package during a specific time period. This is often done for the holiday season.
Emiliana has chosen to introduce special packaging for their Adobe Rosé. The entire bottle is encased in a beautiful, full-colour paper wrap. The flowers, fruit, birds, and butterflies on a soft pink background are very pretty. But there’s more to this wrapping than aesthetics. The Adobe product line is organic. That’s the message here. It’s prominent on the front panel. But there’s more. “Why organic wines?” It’s a question they pose and answer in three ways. It is the third reason that ties in with the package. “Organic agriculture contributes to the conservation of native flora and fauna.”
Strategically, this is all well thought out. Does it get noticed or is the artwork so appealing that the message gets lost? I didn’t notice the points in favour of organic wine at first. It doesn’t help that they’re set in a hand-rendered typeface that is difficult to read and camouflaged among the natural elements.
The bigger issue is whether or not this effort can increase sales beyond the pretty package promotion. To do so the consumer needs to remember the basic bottle and label. Will they even see it? There’s no need to remove the wrap. Some would choose not to. Why not serve this wine in the gorgeous package it’s sold in?
There is also a visual disconnect between the wrapped and unwrapped packaging. Although the full colour wrap is based on the basic label, (you’ll be excused for not noticing) the latter lacks the vibrancy of its temporary trappings. The linear artwork of a crowing rooster surrounded by natural elements against an extremely dusty rose background fails to excite.
Rosé enjoys stronger sales during warmer months. In response, retailers stock more selection. It’s very competitive and your product needs to stand out. The special edition Adobe Rosé packaging achieves that. It is both enticing and unique. It will sell. Will customers remember the wine when the pretty paper disappears? Time and sales figures will tell.
Are you drawn to the paper packaging? Would you buy the wine in the basic bottle? Let me know in the comments below.
