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April 2006
How to Evaluate Your Wine's Packaging
Given all the "work" wine packaging must do to generate sales and create brand perception, evaluation research can be inexpensive insurance for wineries.
by Patrick C. Merrill
Wineries employ a wide variety of methods to communicate to consumers. Larger wineries use advertising in the form of print, radio and sometimes television to promote their brands. Smaller wineries use public relations and event marketing to promote their brands. Many wineries use in-store displays or have wine clubs and/or visitor centers to tout their brands. Nearly all wineries have developed a website where consumers can be exposed to products and "messages." However, there is only one way ...
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