A first-of-its-kind wrapped bottle is the vehicle for a new line of wines from Healdsburg, CA-based winemaker Truett-Hurst for retail grocer Safeway that revolves around occasion-based purchasing. The 22 SKUs in the Evocative Wrapped Bottle line each link to a specific buying occasion, using inventive variety names and “exquisitely designed wraps that tell a story, present a recipe, or celebrate a special occasion,” says Truett-Hurst CEO Phil Hurst.
“I’ve thought for a long time that there’s a real opportunity to engage wine consumers on their own terms,” Hurst explains. “We offer them products based on provenance and variety, yet they are buying wine for occasions. Consumers want a wine for fish, a wine for a barbecue, and a wine that makes a hit at a dinner party. Instead, they’re offered 6,000 indistinguishable and unmemorable Pinot Noir brands from various parts of California.”
