Skip to content

WineGlass Marketing

 

Looking Through The Glass

 

Recent Blog Posts

Blog Categories
Susan DeMatei
 
August 19, 2014 | Print Design | Susan DeMatei

THE IMPORTANCE OF INTELLIGENT SHIPPER DESIGN

Well, the guest post on label design certainly generated some passionate discussion! So much so, that my friend and colleague Cindy Deutsch, who knows more than anyone I know about selling wine at retail, agreed to write an adjacent guest post on the importance of case (shipper) design.  So, I’m passing the glass again, and we can hear Cindy’s thoughts on best practices to make sure your case boxes are working as hard for you as your label on the retail sales floor:


I think by now we all understand how important label design is to the success of a wine brand. However, there seems to be less importance attached to shipper (carton) design. First of all, let’s think about who is most likely to see the shipper in all its uncut glory: the guys at the warehouse who load and unload it, the bus boy at the restaurant who unpacks it from the delivery, the stock person at the retail establishment who puts it on the shelf.

There are very few occasions when consumers are going to see the shipper, but those occasions are very important. The most likely time your consumer will see the shipper is at retail when you are lucky enough to have your wine stacked as part of a display. At that point, the top shipper will be cut and sometimes all the cartons are cut. Because your shipper will be cut when it is seen at retail, the shipper should be designed to communicate the key facts about the wine after it is cut.

What are the key facts about the wine you need to communicate in a shopping aisle:

  • Where it’s From?
  • What is the Variety?
  • What is the Brand?

The importance of these three pieces of information will vary depending on your brand. If you are a well-known brand, Brand Name may be most important. If you are an emerging import brand, place of origin and variety may be most important. Regardless of which piece of information is most important, you want to communicate at least two of the three in your shipper art after it is cut.

For wineries that are not attuned to these facts about shipper art, the most common practice is to come up with a nice design and center it on the side of the shipper. What does this mean when it is cut? The bottom “tray” that is left after cutting is blank – that’s right, your shipper is communicating nothing. In the photo below, the wine on the right – Masi – is a classic example of centered shipper art. When cut, the “tray” has no writing on it. Masi is an Italian brand and one could argue that indicating place of origin and brand on the tray could be important information for the consumer.

The brand next to it is from Spain and that is communicated on the shipper tray, but there is room to say more. Probably the varietal – Garnacha – would have been a good addition. The brand on the left – Rusty Boar – has the appellation on the tray = Washington State Wine. However, the font is so small and written in cursive which makes it a weak communication tool. I would argue that variety would be a critical addition to this shipper – especially on the tray.

In contrast to these shippers which are weak communicators, the example of Piper Sonoma is a clear winner when it comes to communicating the key facts for this wine. Even though the shipper has nice art in the center of the shipper, the cut case tray clearly communicates the brand and right above the brand is the varietal. Sonoma Piper is lucky because the appellation is contained in their name, so they don’t need to communicate a third fact. The Piper Sonoma shipper art also demonstrates the advantages of large print and contrast in making your communication jump out to the consumer.

Conclusion

Instruct your designer to design the shipper as a communication tool, not a pretty picture that is centered on the shipper. Design for the cut tray – that is likely the only way a consumer will see your shipper.

About The Author:

Cindy Deutsch is an independent broker specializing in selling wine through Retail Chains with 20 years experience selling wine to the Top Retail Chains in the U.S. She is now consulting to wineries who want to expand their chain business. She can be reached at cdeutsch8540@comcast.net or 707-480-2262.

Comments

FranTug's Gravatar
 
FranTug
@ Jun 4, 2019 at 10:51 PM
Tadalis Sx Soft Mechanism Generic Provera Sale Medicine Shop Tricoplus Propecia cialis Does Keflex Work Against Mrsa Buy Generic Finasteride Online Generic Cialis No Prescription Canada

FranTug's Gravatar
 
FranTug
@ Jun 20, 2019 at 2:08 AM
Viagra Wirkung Forum The Canadian Drugstore Inc viagra 10 Mg

FranTug's Gravatar
 
FranTug
@ Jul 7, 2019 at 3:46 AM
Viagra Pills For Sale Uk buy cialis online Meglio Viagra O Cialis

FranTug's Gravatar
 
FranTug
@ Jul 22, 2019 at 6:04 AM
Buy Online Cialis Without Prescription where to buy cialis online safely Buy Online Cialis Online Pharmacy Propecia Cialis Professional 20 Mg Germany

StevButt's Gravatar
 
StevButt
@ Sep 29, 2019 at 6:29 AM
E Erex Professional Von Sildenafil cialis 5 mg best price usa Average Cost Of Viagra 100mg

Buy Cialis's Gravatar
 
Buy Cialis
@ Jan 15, 2020 at 3:47 PM
An impressive share! I have just forwarded this onto a colleague who has been doing a little homework on this. And he actually ordered me breakfast simply because I stumbled upon it for him... lol. So allow me to reword this....

Thank YOU for the meal!! But yeah, thanks for spending some time to talk about this subject here on your site.

KelimmokS's Gravatar
 
KelimmokS
@ Jan 17, 2020 at 2:20 PM
Levitra Coupons Pastillas Cytotec Donde Las Venden Tadalifil Cialis Proscar Shopping

StevButt's Gravatar
 
StevButt
@ Jan 23, 2020 at 6:16 AM
Levitra 20mg Tablets Price http://cialibuy.com - Buy Cialis Domestic Viagra cialis online Cialis Online Madrid

Lesdreade's Gravatar
 
Lesdreade
@ Jan 24, 2020 at 7:29 AM
Cialis France Pharmacie http://cialibuy.com - Buy Cialis Buy Viagra Sydney cialis prices Isotretinoin 20mg acne in internet with doctor consult

Matbito's Gravatar
 
Matbito
@ Jan 26, 2020 at 12:24 AM
Where Can I Buy Free Shipping Progesterone http://cialibuy.com - Buy Cialis Generique Cialis Cialis Best Online Viagra Site

StevButt's Gravatar
 
StevButt
@ Jan 27, 2020 at 4:16 PM
Cialis Por Mayoreo http://apcialisle.com - Cialis Viagra Sans Ordonnance Buy Cialis Pfizer Zithromax

Matbito's Gravatar
 
Matbito
@ Feb 2, 2020 at 7:04 PM
Como Usar Dapoxetina http://cialisjh.com - Buy Cialis Amoxicillin Information Buy Cialis Daily Cialis Without Prescription

Pjodul o's Gravatar
 
Pjodul o
@ May 2, 2020 at 9:41 AM
Uqoamd fgyjfs treatment for erectile dysfunction

Female viagra's Gravatar
 
Female viagra
@ May 4, 2020 at 12:45 PM
Jtlexq xxboae buy online viagra Buy cheap viagra online us

Best price for viagra's Gravatar
 
Best price for viagra
@ May 5, 2020 at 10:30 AM
Rtawnx rtjgaq generic viagra price at walmart Levitra or viagra

Viagra overnight delivery's Gravatar
 
Viagra overnight delivery
@ May 6, 2020 at 3:23 AM
Pudbro ctpnnx Viagra overnight shipping Viagra jelly

Usa viagra sales's Gravatar
 
Usa viagra sales
@ May 7, 2020 at 11:49 PM
Efsinb szmnvc Discount viagra Fda approved viagra

Best price for viagra's Gravatar
 
Best price for viagra
@ May 8, 2020 at 4:20 PM
Lccqux jtbymj Best viagra alternative Samples of viagra

Brand viagra professional's Gravatar
 
Brand viagra professional
@ May 9, 2020 at 12:48 PM
Uuvjmh rsqbra Viagra approved Buy cheap viagra

Buy cheap viagra's Gravatar
 
Buy cheap viagra
@ May 11, 2020 at 7:55 AM
Pmslav tzgdzc Canadian pharmacy viagra Real viagra without prescription

Brand viagra over the net's Gravatar
 
Brand viagra over the net
@ May 12, 2020 at 7:21 AM
Vcwojf jhdctv online viagra purchase Canadian pharmacy viagra legal

EstherPaumb's Gravatar
 
EstherPaumb
@ May 12, 2020 at 9:54 PM
Nhzspx ufvmxa sildenafil dosage Order viagra us

EstherPaumb's Gravatar
 
EstherPaumb
@ May 13, 2020 at 9:45 PM
Kpxtfo cguimq Best price viagra Approved viagra pharmacy

non prescription erection pills's Gravatar
 
non prescription erection pills
@ May 21, 2020 at 9:58 AM
Raexck bfbdhj cheap erectile dysfunction pill buying ed pills online

pills for ed's Gravatar
 
pills for ed
@ May 23, 2020 at 4:40 AM
Xxzuzm ohswhx ed pills men's ed pills

pills erectile dysfunction's Gravatar
 
pills erectile dysfunction
@ May 25, 2020 at 1:57 AM
Hxzmib yzagcm mens ed pills ed pills for sale

online ed medications's Gravatar
 
online ed medications
@ May 26, 2020 at 10:28 PM
Xmwebo evzfkx ed medication medicine for erectile

erectile dysfunction medications's Gravatar
 
erectile dysfunction medications
@ May 29, 2020 at 2:53 AM
Klpfzg frtmmd when will cialis go generic ed pills for sale

EstherPaumb's Gravatar
 
EstherPaumb
@ May 31, 2020 at 1:35 AM
Tevrfn xdxmww Buy cheap viagra online Canadain viagra

Commenting has been turned off.

Sign Up For Insider Info

OUR BLOG IS FULL OF DTC TIPS AND YOU'LL WANT TO READ IT!
Enter your email address to receive notifications of new blog posts.

Blog Sign Up

Leave this field blank: