Importance of wine packaging in retail environment

Wine markets worldwide have recently been flooded by an oversupply that is posing a challenge to many South African grape farmers. Many wine companies are offering farmers R900 per ton to break their contracts by not harvesting next year, but farmers who are used to selling for the going rate of R7500 per ton for red grapes are now looking for other ways to stabilise their income.

Strong premium category

While South Africa’s competitors in the international market are able to produce extremely low-cost economy wine products, primarily because of lower input costs, demand in the international premium wine category remains strong, with some local farmers barely able to keep up with demand.

A focus on quality and not quantity may rescue the fortunes of the local industry.

The majority of consumers do not have the time or expertise to make informed choices when shopping for wine, so it is extremely important to emphasise the quality of premium products. Simply offering a quality product is no longer enough, but it is within wine companies’ power to grab the attention of consumers where it really counts – on the shelf.

Wine makers, designers and advertising agencies must develop focused marketing strategies to lure floating customers to their products. One of the most important marketing strategies is using self-adhesive labelling materials.

Labels as communicators

Labels function as the single most important communicator in brand promotion, and a vital tool in persuading the consumer to buy your bottle of wine. A unique look that stands out will drive differentiation, recall and brand preference. Improved labelling will be a significant advantage in establishing a niche market for local wines.

Although huge inroads have been made, hi-tech labelling methods and technologies can still be adopted by the local wine industry, and these new techniques could accelerate progress - an exciting opportunity.

The look and feel of labels is extremely important, and tactical delights such as uncoated and textured papers, complex label shapes, foil stamping, sculptured embossing, the no-label look and other hi-tech, high-touch design techniques have become international trends.

Self-adhesive labelling materials are now available in South Africa, and they are much cleaner and quicker to apply. From a technical point of view these modern developments just make sense.

Supplying interesting and novel information on the back labels of wine bottles has become another modern trend.

Brand statement

Wine lovers are becoming more curious as they become more sophisticated, and presenting further background information on the back of the bottle – such as the style, history, vintage conditions and complementary food – can make a strong brand statement.

I truly believe that these tricks of the trade can help South African wines make a strong positioning statement and actively compete in the premium wine market. Self-adhesive label materials and technologies are available, so winemakers should use them in driving sales and focussing the consumer on quality.”