The Three Foot Effect

“It’s always about shelf appeal, and many people will go after an eye-catching design,” says Lamas. “Some will even buy it just to show it off to their friends. Both the consumer and the wine maker influence this. The vintner is using a label to help convey a certain image, and when it works, the consumer is buying into that image.”

Rabble Wine Company, for example, uses large labels—5.25 inches by 5.75 inches—from WS Packaging, on some of its varietal wines. The labels use detailed artwork, are often extensively embossed, and make thoughtful use of color. The design, size of the label, and the bottle style create a bold, visual presentation that works in concert with the flavor of each wine to bring the product positioning to life. “The names alone—Force of Nature or Tooth & Nail—are imagery-driven,” explains Andrew Nelson, partner and vice president at Rabble Wine Company in Paso Robles and Santa Barbara, CA, maker of Rabble Wines. “We try to give a sense of exploration as they learn about the label.”

Creating just the right look and feel involves both the wine maker and the converter. “Early in the development process for the Force of Nature line, we looked at the possibility of running the labels flexo,” recounts Lamas. “But because the finished product wouldn’t have exactly matched the crispness of the original art that used designs reminiscent of woodcut prints, Rabble elected to use rotary offset for the entire line.”

Such attention to detail can set brands apart. Although Rabble’s labels are not especially difficult to print, Lamas notes that close attention is paid to the registration for the embossing because it is such an integral part of the desired look and feel. Color standards are dialed in from previous runs, and someone from Rabble goes to WS Packaging for every press check to make sure the color consistency and quality are all spot on. “They want to be involved in every aspect and make adjustments if necessary,” says Lamas. “I appreciate the care they take at every step of the process.”

With wines, though, the engagement must continue with the wine itself. “A label may get someone to try a wine, but if it’s not to their liking they won’t come back,” notes Nelson. “But if they like the wine, and the label helps make it more memorable, perhaps by encouraging some interaction, that can help drive repeat purchases as well as exploration of the other wines we offer.”

And it’s not only the retail shelf that’s important. According to Nelson, about half of Rabble’s sales are in small restaurants that do not have a sommelier to suggest wines to diners. “We find that the servers in these restaurants understand wine and food pairings, and are more likely to recommend a wine with a fun and engaging label when they know the wine will deliver for the customer.”

Interactivity in the wings