Wrapped wine goes nuts in USA

20th September, 2012 by Patrick Schmitt - This article is over multiple pages: 1 2 3 4 5 6

Wines wrapped in paper have proved an overnight success in the US off-trade, following a launch earlier this month.

The “Evocative Wrapped Bottles” by Stranger & Stranger

Conceived by Kevin Shaw from design agency Stranger & Stranger, wines from Sonoma-based producer Truett-Hurst have been wrapped in a resilient and recyclable paper with a range of messages from food pairings to recipes.

The packaging was inspired by the need to display information that couldn’t easily fit on a standard label, and hit the shelves of US supermarket chain Safeway in early September.

Sales of the wine range went “nuts overnight” according to Helen McGinn from the design agency.

The wines, called Fuchsia, Curious Beasts, Candells, Schucks and Bewitched, come wrapped in sheaths that tell a story, give a recipe, or celebrate a special occasion.

Dubbed Evocative Wrapped Bottles, the packaging is designed to suit the needs of shoppers in a way that standard labels fail to achieve, according to the creator.

“I’ve thought for a long time that there’s a real opportunity to engage wine consumers on their own terms – we offer them products based on provenance and variety, yet they are buying wine for occasions,” said Kevin Shaw, owner of Stranger & Stranger, and designer of the packaging.

“Consumers want a wine for fish, a wine for a barbecue, and a wine that makes a hit at a dinner party; instead, they’re offered 6,000 indistinguishable and unmemorable Pinot Noir brands from various parts of California,” he added.

As previously reported by the drinks business, Shaw moved to the US because slim margins and play-safe commissions are forcing the creativity out of his home nation, the UK.

Safeway’s are carrying a range of skus, which can be viewed over the following pages.

One Response to “Wrapped wine goes nuts in USA”

  1. Great article! CHeck out the whole family here | http://cr8id.com/truett-hurst/

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

European Brands Sales Manager, Field Sales Managers and Executives

Amathus Drinks PLC
London, Brighton, E Sussex/Kent, Cornwall & Devon, GB

Commercial/Sales Manager

Crush Wines Ltd
Bremhill/Home office, GB

Wine Buyer

Adnams
Southwold, UK

Sales Manager - Scotland

Eurowines Ltd
Scotland

Sales Manager - North-West England

Eurowines Ltd
North-West England, UK

Sales Manager - London

Eurowines Ltd
London, UK

Key Account Manager - Grocery

Australian Vintage Limited
London (Croydon), UK

Key Accounts Manager - Impulse

Australian Vintage Limited
London (Croydon), UK

Business Development Manager

Regency Wines Ltd
North Devon & Somerset, UK

Sales Manager - North East England

Eurowines Ltd
Within 15-20 mile radius of York, UK

National Account Manager

Ehrmanns Wines
London, UK

London Account Manager

The Drinks Club
London, UK

London Sales Executive

Gourvid Limited
London and Greater London, GB

Logistics Administrator

Speciality Drinks Ltd
Park Royal, London, UK

Head of Sales - Hush Heath Estate

Hush Heath Estate
Kent/ London, UK

The Global Merlot Masters 2017

Deadline : 2nd May 2017

db Awards 2017

Deadline : 3rd May 2017

The Global Organic Masters 2017

Deadline : 2nd May 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more