Hitting the Bottle With Style: Wine Labels Dress Up
Winemakers Try Outlandish Names and Bold Labels to Break Out of a Crowded Market
By SCOTT MAYEROWITZ
ABC NEWS Business Unit
Sept. 11, 2007Ã¢â‚¬â€
Next time you are in a liquor store looking for a nice bottle of chardonnay, or maybe a merlot, think about what drives your selection.
Is it price? Is it name recognition? Or, is it the pretty picture on the label?
More and more winemakers are counting that it is the label.
Wines in recent years have taken on new and creative names and funky labels as a way to distinguish themselves in a crowded marketplace.
“That’s the whole idea,” said Katy Leese, a spokeswoman and partner in Red Truck, a California wine producer.
Red Truck, which started in 2002, took a very simple approach to marketing: a painting of a big red truck on their bottles.
The winery founders bought a painting of a 1947 Dodge truck, set against a typical Sonoma landscape, at an auction, and thought it would make the perfect wine label.
“It was to have something that was a little bit more kind of fun,” Leese said. “The whole brand is about fun. One of our mottos is that we take making great wine seriously, but we don’t take ourselves too seriously.”
Like many other wines that use bold labels, Red Truck hopes to draw in new customers with its design, and then win them over as repeat buyers with their taste. Also, with a name like Red Truck, customers are more likely to remember the winery next time they hit a liquor store.
The strategy worked, and Red Truck now also has White Truck and Pink Truck wines.
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