One of the first things that attracted me to wine was its strong connection with design. Wine bottles are beautiful, classy, and finish off a table top perfectly. Wineries use eye-pleasing designs on their label to catch the attention of the consumer. And as more and more wineries sprout up, the pressure to differentiate is getting greater and greater, especially on the grocery store shelf. Just walk into your local wine shop or grocer and go to the wine section, if you are like me, you could stand their for hours browsing and admiring the art gallery. Over here you have your traditional exhibit, over here your contemporary, and finally your ethnic collections- Maybe that is how they should organize the shelves?
It my become apparent in my views that I am of the Millennial generation and love fresh and engaging material, that is not "selling" me. Since my generation is the fastest growing wine consumers and the future of wine, I feel Southern Oregon wineries can benefit from my bluntness. Furthermore, I work in wine marketing and I do value a consistent brand image just as much as an avant garde design. I am not saying I like to see the same label on the whole lineup of wines, but a theme is necessary.
Quady North
Quady North of Jacksonville, has done a great job of consistent labeling in their young venture. However, I get the feeling I am in a tattoo parlor when I see their label. I wonder if that is what they were going for? A glass and a tat, anyone? It really takes the edge off.
Abacela
Wooldridge Creek
Wooldridge Creek is keeping it classic with its wine labels. I like the labels, but they are safe.
Troon
Wow. Do all these labels really come from ONE winery? And the answer... yes... unfortunately... and there are even more on their website. Individually some of these labels are good, mainly the two river ones. But, as a collection they go together worse than socks and sandals. At the Troon Estate, they go for a very French Chateau look, I wonder why they don't try to pull some of that inspiration into the label? I sense they need to hire 1) a new designer and 2) a brand and marketing coordinator (I am up for consulting... haha).
Cowhorn
I love the colors and how they complement each other, even on such a simple design. The label relays the culture of natural practices, which is important because Cowhorn is biodynamic.
RoxyAnn
I know RoxyAnn can do better than this! And I am saying this to motivate you, not degrade you in anyway. I still adore your wines.
A Montage of more Southern Oregon wine labels:
I don't buy a wine based on its label, and neither should you, because a lot of these wines are phenomenal even if their packaging says otherwise. BUT, after spending hours looking at labels, it was very apparent, Southern Oregon wineries need to step it up on the label designs. You can't become the "next big wine industry" by poorly conveying your product. There is so much creativity floating around, capture a piece, please.
Nice to see another Oregon wine blog out there. I have been writing about Umpqua Valley wines for several years now: (http://umpquawine.bolgspot.com)
ReplyDeleteI would hope that you would take the time for your less informed readers to explain just what Southern Oregon refers to. I fear that all too often the Umpqua Valley gets the short end of the stick. Personally, I feel squeezed by the Willamette to the North and Southern Oregon by the South.
You have a great opportunity to dispell this misunderstanding by giving the Umpqua Valley a nod or two as you continue your blogging.
Welcome and the site looks great!
Bruce
Thank you Bruce. We do plan to cover the Umpqua Valley because it is in the scope of Southern Oregon wines (Rogue AVA + Umpqua AVA). I think the Umpqua Valley would actually benefit recognition wise from tying closer to the Southern Oregon AVA than trying to cast itself away as a separate entity.
ReplyDeleteI just checked out your blog and plan on reading it more thoroughly through the day. I will add you as one of our Blog Recommendations!
Christine,
ReplyDeleteI am truly excited to see your blog, although a little deflated by your comments on Troon, as the label 'buck' stops with me. I have studied the label phenomenon over the last 6 years and have come to some decidedly contrarian conclusions. My college marketing professors would surely disagree with me on some of my reasoning, but here goes. First off, some of the labels are in a state of evolution (for example, the viognier label you showed is the previous version of what is now the Merlot label shown (along with Cab, Zin, etc.)) Our wines are seperated into different classes and categories and the packaging and labeling reflects the spirit of those genres. I also believe that having all your labels look the same can work against you. If someone dislikes a label on the shelf - there goes any chance of them trying any of your wines. That being said, some wines are made for distribution and some are winery exclusives, and I feel those should have different looks and feels. Anyways, I can go on and on about this topic. Looking forward to more posts and drop me an email next time you are heading our way. i would love to talk labels and drink a little vino with you. ~ Chris Martin
Thanks for your comment. It is much appreciated to hear from the source the reasoning behind the choices. I understand the value verse high-end and different wines being sold in different markets claims, because working in wine marketing for an Oregon winery I deal with these issues frequently. However, moderate continuity can increase recognition of your wines on the shelf and spread your story. One study I found extremely interesting, and shocking, was that customers view different varietals as different brands. So, having varietals that have different packaging does not necessarily work against you. But, it does help when they buy that bottle of Troon viognier and love it that they could recognize Troon Cab when they want to branch out. I love wines, and products in general, that are redefining the norm and I look forward to your future decisions.
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