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Under $10 wines moving to more conservative look

Less expensive wines used to be colorful and fun, redesigned now to look more sophisticated.
FILED IN:  Sustainability  > Strategy
Package design firm CF Napa says the bad economy, as well as continuing environmental concerns, are driving wine packaging design in 2009.

Particularly in the under $10 category, where distributors are hearing from consumes that “zany and fun” might not communicate value, but rather lesser quality. So once colorful labels are becoming more serious.

Sustainability still remains a strong driver. In addition to ongoing efforts “shifting toward lighter-weight bottles, PET plastic bottles, cartons such as the TetraPak and new takes on the bag-in-box such as the minibarrel,” wine packagers are going as far as using totally recyclable plastic screw caps.

Certainly, as Starbucks was once the ultimate cup of coffee worth spending more for, until Dunkin Donuts made frugal cool, serious wine drinkers are on a quest for the best cheap label. The fact that now these labels will be taking the consumer more seriously is a sign of the times.

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