New bottle, label for Mogen David

To broaden the appeal of Mogen David chillable red wines, San Francisco-based The Wine Group chose design firm SBG Enterprise (San Francisco, CA) to update the packaging with a more contemporary look without alienating the product's current loyal following.

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The main components of the redesign are a custom glass bottle and a clear film label from Spear (Mason, OH) that replaces a paper label. The 3-mil polypropylene label stock is supplied by Avery Dennison's Fasson Div. (Painesville, OH). It's screen-printed in five colors plus gold metallic hot foil stamping. The Wine Group wouldn't identify the bottle supplier. Although the brand was experiencing double-digit sales growth at the time the new bottle was introduced in October '97, a company spokesperson says, "We have every indication that [the new package] is speeding up that process even more." The company wouldn't comment on the economics of the new materials. The 750-mL bottles retail for $2.99 to $3.99 and are available in three varieties.

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