| Some industries are keeping current with | | | | packaging. Wine has created new packages made |
| innovative packaging technologies better than | | | | from paper and other materials that can be easily |
| others. Packaging innovation can move your | | | | transported and are non breakable. They also |
| business from a commodity driven product into a | | | | have developed a whole new market of single |
| premium product category. Not only that, it can | | | | serve package products. |
| build sales and create its own unique niche with | | | | The Trend: Marketing to Women |
| little or no competition. Entire new categories of | | | | They are now marketing to largest consumer |
| product have been created around a single niche | | | | demographic. Women purchase more wine than |
| market that may not have existed a few years | | | | men yet the packaging was never geared toward |
| ago. | | | | women. Many new offerings have appeared |
| Why are so many companies not paying attention | | | | capitalizing on "feminine" appeal. |
| to this? They rely on the old industry standbys or | | | | The Trend: Socialization |
| packaging campaigns that are "tired" and "trite." | | | | This approach takes wine out of the category of |
| Businesses tend to stay with the tired campaign | | | | fine dining or serving only at a special occasion. |
| and then wonder why sales are in a slump, or at | | | | The new packages are adding to wine drinking |
| the best, a status quo. Competition is fierce in the | | | | becoming a fun experience and a part of every |
| retail environment whatever the product. It's not | | | | day life by introducing funky labels and memorable |
| enough to just create a new product or revitalize | | | | characters. The array of wine labels with an |
| an old one you have to get it to SELL too. That's | | | | animal theme is quite astounding. |
| where packaging comes into play. It is your best | | | | The Trend: Luxury Market |
| sales tool. It needs to capture the consumer's | | | | The luxury market is booming while some brands |
| attention while informing them about the contents. | | | | are down scaling product packaging others are |
| A good example of creative thinking in packaging | | | | moving up to more luxurious packaging. The |
| is how the wine industry is transforming packaging | | | | industry is working to keep wine equated with the |
| innovation into more sales. They have explored | | | | luxury experience. |
| several options and created products based | | | | Whatever the trend in your industry, you can |
| around an unfulfilled need. They have redesigned | | | | capitalize on it with your product packaging. Think |
| and created new packaging that satisfies the | | | | about an unfulfilled need and how your product |
| consumer's wants and desires. This is creating a | | | | packaging can capture that consumer. Don't get |
| demand in previously untapped markets. They are | | | | caught with slumping sales by not staying on top |
| creating brands with a synergistic approach, new | | | | of consumer trends. Pay attention to the |
| bottles, new packaging materials, new shapes, | | | | consumer. They know your business and might |
| new labels, new dispensing features, new closures, | | | | be the driver in transforming sales into profits |
| and consequently new customers. | | | | though product packaging. |
| Here are a few examples of how the wine | | | | If you have an example of packaging that |
| industry is meeting consumers needs. | | | | created increased sales through a package design |
| The Trend: Convenience and Portability | | | | change, please let me know. I'm working on an |
| Wine packages that can go places glass packaging | | | | article on the subject and would love your input. |
| can't go. There are a lot of restrictions on glass | | | | |