Wine Packaging Trends and Predictions for 2019
There is something exciting about starting a new year. A time to reflect on the year before, find ways to be better, to set goals and predictions for the year to come.
I must admit that my New Year’s resolutions have gone out the window already, but I can confidentially say that I have been helping the wine industry out with all the wine consumed over the holiday period.
So what is in store for the wine packaging this year? We have looked at some trends and predictions we think we might see this year, along with some of the innovative products across the world that have caught our eye.
Packaging Matters
Similar to 2018, we predict that the Millennials will influence how wine packaging will evolve this year. Previous generations have been interested in brand loyalty but Millennial wine drinkers are focused more on what catches the eye or is unique. Millennials are more likely to go for the bottle with a more creative label.
When the 19 Crimes wine label by Treasury Wine Estates was developed, it became a real game changer. Although augmented reality has been around for a long time, this label was the first to really enhance the technology. It encourages users to download the app upon purchasing a bottle and use their phone to watch its label come to life. The labels feature the mugshots of former British convicts, who became Australian colonists in the 1700s. With their stories told through a moving label activated by the user’s phone. Last year, the app was expanded to become the Living Wine Labels, and extended to its Chateau St. Jean, Gentleman’s Collection, The Walking Dead and most recently, Beringer Bros. wine labels.
QR Codes included on the wine label are also trending. These codes provide an easy and efficient way for consumers to link directly to a company website, email address, or even an online video. Simply by scanning the label through a smartphone camera, the viewer is instantly directed to whatever site or address is embedded in the code. With Millennials more attached to smartphones than ever, we will see more labels utilising this technology.
However not all wineries can afford such technology so what other trends are out there…
Bright, rich, vibrant colours are in. Metallics are moving to holographic, which creates unique rainbow effects. There is still however, a strong place for minimalistic packaging. With overstimulation in the market place, many wineries are keeping things simple with the use of negative space and asymmetry. There is also a trend with fonts and graphics feeling more textured and hand drawn.
Colorful printed screwcaps are in but there has also been a substantial rise in the number of Australian producers who are going back to cork, due to the influence of Chinese consumers, who want their wines bottled under cork.
What other unique packaging is on the horizon?
We have seen an increase in wines in cans so there are predictions that this trend with rise in 2019. What about really unique packaging? Here are some trends across the world that are really innovative.
Double insulated wine bottle
A German design company has unveiled what is claims is the “world’s first double-layer wine bottle” which keeps wine cold by providing an insulating layer removing the need to put the bottle back in the fridge. Called Cooleo, the bottle has already been adopted by German winery Wasem. It is sealed with a glass Vinolok closure meaning that the bottle can be up-cycled and reused.
Flattened Wine Bottle Design
Garcon Wine has launched a flat ‘letterbox-friendly’ wine bottle in the UK. The bottles are 750ml and 100% recyclable, but have been made longer and flattened so they can fit through a letterbox. The bottles are made from glass-like hard plastic and packed in cardboard boxes.
Wine Bouquet
Norway’s PackLab for Sweden’s Stella Wines, part of the Solera Beverage Group, has turned design upside down by mimicking a bunch of flowers when carried by the neck.
We are expecting to see more clever and inventive packaging this year. There has also been talk about edible wine “bottles” made from isomalt, a sugar substitute. We are not sure that we are going to add this to our list of predictions just yet.
Our New Product Development (NPD) team are always up with the latest trends and with their strong relationship with our suppliers and the Wine Packagers of Australia, means they have the expertise to help customers choose packaging that will fit within budget and will work down the bottling line.
If you have a creative idea for 2019 please contact us to speak to our NPD or in-house designer to help make your concepts come to life.