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.
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.
Feb 28, 1998
Companies in this article
Machinery Basics
How Can You Honor a Leader?
Induction into the Packaging & Processing Hall of Fame is the highest honor in our industry. Submit your leader to be considered for the Class of 2024 now through June 10th. New members will be inducted at PACK EXPO International in Chicago
Read More