Wrapped wine goes nuts in USA
Wines wrapped in paper have proved an overnight success in the US off-trade, following a launch earlier this month.
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.
Bewitched Russian River Valley, Pinot Noir & Chardonnay – Feeling wild?
Curious Beasts California, Red Wine (blend) – Halloween, Day of the Dead
Russian River Valley, Sparkling Brut Rosé – Anniversaries “It’s a Boy” and “Happy Birthday”
Fuchsia California, Rosé (blend); California, White (blend) – Girls Gone Summer