Top 10 US wine trends15th August, 2013 by db_staff
2. Packaging remains a potent sales tool.
After years of watching the Australians take market share with their cute critter labels, such as Yellow Tail, California wineries have launched full-tilt into cute and irreverent brand names and label art, especially in the under-$10 category.
Additionally, surveys show most wine is purchased by women, so marketing agencies are falling over themselves with focus groups trying to figure out what appeals to women buyers. In fact there are even “for women only” brands, and women are seen – rightly or not – as prime targets for the sweeter, fizzier, more-fragrant wine styles.
Additionally, customers do care about packaging, and the convenience factor is showing up not only in lighter bottles and screwcaps, but also in the proliferation of quality wines in boxes. While it represents only 2% of the US market for table wines, boxed wine grew last year by about 25% in volume and in revenue, led by Constellation’s California-based Black Box brand and Delicato’s Bota Box.