Wine industry packaging specialist Vinpac International has developed a proprietary bottle for Barossa Valley wineries.
Following the successful uptake of its Eden Valley proprietary Riesling bottle last year, the Vinpac new product development team started a project to design a bottle with similar brand presence for the Barossa Valley.
The bottle has caused a certain amount of controversy within the local industry. One criticism levelled against the design is that it features an old logo used by the Barossa Grape and Wine Association (BGWA).
Vinpac Packaging’s national sales manager Lisa Ashby told the drinks business, “When we first made up the sample bottle the old logo was current. We did some drawings based on the new logo when it came out, however the dozen or so people we showed it to all preferred the old design, so we took the plunge. Moving forward there’s no reason we can’t move on to the new logo once these moulds run out.”
The antique green claret bottle with the large embossed Barossa logo on the side was based on the premium claret bottle from O-I (Owens-Illinois), and consequently fits into standard cartons. An orientation lug has been built into the bottom of the bottle so that labels can be applied without interfering with the embossed section.
Although local industry was consulted at the commencement of the project, Vinpac developed the bottle as independently, and the final product was not approved by local industry bodies.
“It is very important for us to get industry bodies involved,” Ashby said. “When this project began, times were tough in the industry and people were hesitant to innovate, so we went ahead and invested in the moulds ourselves.”
Vinpac has committed to making the Barossa bottle for five years, producing around half a million units a year.
To date only one Barossa winery, Chateau Tanunda, has taken on the bottle. However Vinpac reports that it is also in discussion with four or five other wineries at the moment, including small family producers and larger companies.
Proprietary regional bottles could be set to become a growing trend, as Vinpac has now had enquiries regarding bespoke bottles from other wine regions including Tasmania, Victoria, Clare Valley, Hunter Valley and McLaren Vale.