In an increasingly competitive wine market, packaging design has become a crucial differentiating element. Beyond containing the product, packaging conveys a brand identity, evokes emotions, and guides the consumer’s purchasing decision. The PACK Design Awards 2024 provided us with a snapshot of the most relevant trends in this field, revealing how wineries are using design to connect with consumers and respond to the demands of an increasingly conscious and demanding market.
Decisive seconds: the importance of first impressions
Consumers have just a few seconds to choose a wine on the shelf. An effective design not only catches the eye but also communicates the essence of the product instantly.
The three major trends of the year:
- Sustainability: more than a trend, a commitment.
Sustainability is no longer an option but an imperative in the wine industry. Consumers demand environmentally friendly products, and wineries are responding with innovative solutions. The Monte Bello box from Ridge Winery is a paradigmatic example of reducing the carbon footprint without sacrificing elegance. Protip: The winning package of the 2024 Design Awards was awarded to Monte Bello from Ridge Winery for its box of 3 bottles made with 100% recycled materials. This winery even has a special section for Christmas holiday online: https://www.ridgewine.com/collection/holiday-gifts/ - Back labels: the power of information
The back label has evolved from being a mere ingredient list to a communication tool for consumers. Wineries are using this space to tell stories, share information about the vineyards, production processes, and brand values. Consumers are looking for wines with a clear identity and a story that connects with them. Protip: With Hospitality Series Wines through QR codes on the back label, we aim to share the story of the Hotel Puerto Viejo Llico and how the Hospitality Series brand was born as a welcome wine for our hotel in Chile. These allow consumers to access interactive content, such as videos about the production process, tasting notes, recommended pairings, or even information about sustainability at our facilities. - The power of black: elegance and exclusivity
The color black conveys sophistication, luxury, and mystery. Wineries are using black on their labels to position their wines in the high-end market and attract consumers willing to pay a premium price. This trend is explained by the association of black with concepts such as quality, exclusivity, and tradition. Protip: Complement black with special finishes. Details like embossing, gold or silver stamping, and matte or glossy textures can further enhance the perception of luxury and exclusivity, making the label memorable and stand out on the shelves. We also applied this concept to Hospitality Series by adding black to our label.
The importance of balance
The judges of the PACK Design Awards 2024 emphasized the delicate balance between providing information and not overwhelming the consumer. Art, text, and design must work harmoniously to create an attractive visual experience.
A final touch: Hospitality Series Cabernet Sauvignon
To complement these trends, the Hospitality Series Cabernet Sauvignon wine perfectly represents the evolution of wine design. With a carefully crafted label that balances tradition and innovation, this wine captures the essence of the new packaging trends, offering not only an excellent product but also a complete visual and sensory experience that reflects the winery’s commitment to quality and elegance.
Packaging design is a powerful tool for building strong and distinctive wine brands. The trends identified in the PACK Design Awards 2024 reflect the market’s evolution and consumer demands. Sustainability, transparency, personalization, and the pursuit of excellence are the pillars on which the future of packaging in the wine industry will be built. The Hospitality Series Cabernet Sauvignon wine represents an example of how these trends can be practically applied to create an attractive and memorable product.
Source: https://www.winebusiness.com/wbm/article/294991
