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Article | August 31, 1998
New look brings a boom in sales
New labels on 750-mL glass bottles of six varietals from Delicato Family Vineyards have brought a significant increase in sales for the Novato, CA, wine maker.
"The new package has given a new lease on life to this older family winery," says director of marketing Lee Nordlund. "Sales are up over two hundred percent versus a year ago."Learn about packaging innovation at The Packaging Conference in Orlando, February 3-5, 2014Front, back and shoulder labels are all supplied by McCoy Label (Petaluma, CA). The back label is little changed from the paper label used formerly. Front and shoulder labels, however, show more "elegance and refinement," says Nordlund. Both are 60-lb paper stock. The front body label is printed offset in four colors on a narrow-web press. The varietal identity-merlot, for example-is hot-stamped in gold and then embossed as well to give the word a tactile feel. The same treatment is given to the gold bordering the rectangular label. Printing, hot-stamping, and embossing are all done in a single pass.Gold hot-stamping and embossing, but no print, also are used on the distinctive, crest-like shoulder label. Like the front body label, the shoulder label is applied by a pressure-sensitive labeler.Though more sophisticated, the new look actually brought a slight cost reduction because the new labels can be run on a different press that handles two across the web instead of one. "We occupy less press time," says Nordlund.Delicato's varietals are available nationwide and retail for about $6.00.
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