A first-of-its-kind wrapped bottle is the vehicle for a new line of wines from Healdsburg, CA-based winemaker Truett-Hurst for retail grocer Safeway that revolves around occasion-based purchasing. The 22 SKUs in the Evocative Wrapped Bottle line each link to a specific buying occasion.

Distinguishing themselves on Safeway’s store shelves, the nine varieties introduced so far are wrapped from base to neck in a tear- and moisture-resistant patent-pending material from a proprietary U.S. supplier. Constructed of a film layer between two sheets of paper, the wrap is said to perform like a fully synthetic paper, but prints like a traditional pulp-based paper. The wraps are four color-printed by WCP Solutions using envelope converting technology and are manually applied to 750-mL bottles, sourced from a variety of suppliers. The wrap is 100% FSC-certified and can be disposed of via single-stream recycling.

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