Packaging is often an under-appreciated and under-utilized marketing asset.
I’m not talking about the marketing joke with the basic theme that every new brand manager wants to change the label design. Rather, let’s explore how packaging (both structure and design) can become part of the actual concept and go-to-market strategy.
A California winery has just launched a new range of wines, that in my view, addresses a fundamental issue with buying wine: more often than not, consumers lack basic wine knowledge and are thus intimidated, confused and uncomfortable buying wine. But it’s not their fault. It’s the fault of the wine industry. I speak as a former wine importer and distributor who used packaging to address this hurdle. Continue reading