a wine company based in sonoma county, truetthurst, has publicized that the retail shelves of safeway supermarket chain based in pleasanton, california has its unique wine lines. as reported, within days of its launch, the concept of the evocative wrapped bottles became a hit among consumers. there are already creative wine labels of the company, namely bewitched, candells, curious beasts, fuchsia, and schucks, that have exquisitely designed wraps featuring a recipe, a special occasion, or a story. this gives a reminder of the indian label turning point by the ex moet hennessey ceo, ashwin deo. he spent enormous amount of time in getting the labels designed before the launch of his wine that york winery in nashik produced. he aimed at the younger generation market. the wine bottle has a sleeve coating with the name of the label highlighted. the label has attractive colour schemes that compel the customer to take the bottle home. stranger and stranger, a london and new york based package design company, worked with the wine company. 22 buying occasions were identified by truetthurst, while helping kevin shaw, the designer, to produce brands in a packaging format for a dominant shelf presence. the additional paper warps of beautifully designed copy material for the bottle provides more information on pairings and recipes. the consumer certainly develops interest in it, unlike the case of a regular, small back label. the company stated that the evocative wrapped bottles can be an excellent gift item. thus, the retailer and the buyer have a significant added value delivered. the ceo of the company adds further that the 9 labels being launched nationwide by the safeway chain stores have all purchase impulse components for designing. the design of an occasion features on each label, unlike a grape varietal or other traditional information. as per the company and the designer, these evocative wrapped bottles may be of great help to consumers in selecting a suitable wine for their personal desires and needs, unlike the standard packaging design of the wine industry. it was reported that the designer, shaw explained that he pondered for a long time on the possibility of consumers getting engaged to the wine on their own terms. they buy wine for occasions, regardless of the industry providing products on the basis of provenance and variety. he further said that consumers use wine for fish, barbecue and dinner parties. however, 6,000 indistinguishable and unmemorable pinot noir brands from different parts of california are offered to them. wine is the main feature for an evening or occasion, regardless of it being the bloodcolored curious beasts or the aura of bewitched. bewitched pinot noir or chardonnay from russian river valley for &lsquofeeling wild&rsquo a sparkling wine, brut rose, for &lsquoit&rsquos a boy and &lsquohappy birthday&rsquo curious beasts red wine label for &lsquoanniversaries&rsquo, and a fuchsia label with the rose blend or a white wine blend for &lsquogirl gone summer&rsquo or both for summertime as the girls love them, are a few examples of occasions and moods addressed on the labels. the evocative wraps function as a fully synthetic paper. however, the appearance and feel of a handwrapped bottle is printed by them just like traditional pulpbased paper. being 100 fsc certified and recyclable the wraps stand up in coldbox environments or in water, for instance an ice bucket or ice chest, for lengthy periods without any visual changes. sacramento bee mentions that the wrap can be reused for additional occasions. the company intends to license the evocative wrapped bottles series worldwide, despite ashwin deo not having immediate plans for converting the sleeving of turning point bottles into the evocative wraps. moreover, he may be interested in focusing on the next phase of his marketing plans. a decent amount of market share is received from the present sheath type bottle by him. however, people who do not agree, have a notion that the product is costly because of the sheathing cost or the additional cost of packaging. in maharashtra, the product is priced at rs.650. in this place, ashwin has a stronghold over the turning point wine that proved to be a turning point of his career. httpwww.indianwineacademy.comitem5520.aspx
