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Mondavi turns carton inside out

Each fall, wine and spirits marketers come up with unusual and decorative holiday gift boxes for their products. Few of this year's crop are as unusual as the one produced by Mid-Cities Paper Box (Bell Gardens, CA) for 750-mL bottles of four varietals from Robert Mondavi Winery of Oakville, CA.

Pw 26726 Mondavi 1

For starters, the top of the carton is cut off at an angle to expose the "environmentally sensitive bottle flange" (so called because it requires only a recycled-paper and wax cork seal instead of plastic or other materials, thus reducing the total amount of packaging materials used.) Also, the 24-pt clay-coated kraftback carton is turned inside out. The glossy printed side typically used to catch the consumer's eye is turned to face the inside, while the kraft surface ordinarily enclosed on the inside becomes the printing substrate for four offset colors plus aqueous coating. Gold hot-stamping is done in a second pass in a design executed by Western Packaging & Display (Novato, CA). A key plank in Mondavi's marketing campaign is the company's belief in "environmental responsibility," so the copy on the gift box refers to Mondavi's techniques that "conserve and protect natural resources." The natural kraft exterior with its grape and leaf pattern also echoes this theme, as does the use of 100% recycled and recyclable paper, supplied by Jefferson Smurfit (St. Louis, MO). The nature of the paper content also is described in the carton copy.

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