New Form Factor Provides Familiarity

An article on The Drinks Report website debuted another new form factor to an “old” alternative wine packaging format, the bag-in-box. The article announced the launch in the U.K. of a wine by Kingsland Wines of the Thirsty Earth brand in a “paper wine bottle” that essentially was a bag inside a cardboard package shaped like the traditional glass wine bottle. The article noted:

The GreenBottle for wine consists of a fully recyclable or compostable paper casing. The same shape as a standard wine bottle, it contains a plastic neck piece and foiled plastic liner, comparable to those used in bag-in-box wines, a format that consumers – especially those in the Nordic countries – are familiar with.

Such innovation clearly aims to interest new wine drinkers to alternative wine packaging, showcasing the benefits, yet retain traditional packaging cues that might help consumers unfamiliar with alternative wine packaging make the leap to a purchase. While the cost savings may not be as pronounced at the 750-ml volume, the other benefits of bag-in-box packaging such as lighter weight and fresher wine after opening remain.

Creating form factors that help wine drinkers associate quality wine in alternative wine packaging is vital to creating broader consumer demand. Just as skeuomorphic graphical elements helped users learn how to use their increasingly powerful smartphones, alternative wine packaging shaped like traditional bottles, wine labels, wine glasses, and barrels help wine drinkers understand the new packaging through the visual cues.

The Thirsty Earth brand in the GreenBottle package is being rolled out in the U.S. on July 4. Read the full article on The Drinks Report:

Thirsty Earth launches in paper wine bottles

Alternative, Boxed Wine, News

Paul Tincknell has over three decades in wine sales and marketing, including on- and off-premise sales, as Assistant to the Director of Sales and Marketing at Chateau Montelena, and as the Senior Marketing and Direct Sales Manager at Cuvaison Winery. His experience includes retail wine sales; on-premise beverage management; marketing, direct sales, and wine club management; information systems and office technology management; website design and content management; and strategic business planning. His interests and specializations at Tincknell & Tincknell, Wine Sales and Marketing Consultants, include strategic business planning and development; creating an effective, branded, marketing environment through the combination of graphic design and marketing strategies; and developing innovative, alternative packaging to expand the popularity and accessibility of wine.

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