Anyone who has ever designed food and beverage packaging knows how difficult it is to stand out in the crowded sameness of food stores. This difficulty is magnified in the wine category. You must, in essence, express the wine’s distinctive qualities in the tiny space of the label, the cap, and perhaps some carton or POS applications. To make matters worse, various laws and regulations require that much of the label space is taken up by small print. There is also very little cost-effective wiggle room in the basic package: the bottle. Bottles are universally more or less the same, and the sameness is dictated by standardized manufacturing, transportation, storage and displays. Wine quality plays a major role in this as well, as does consumer perception. Wine that comes out of a box or a plastic container just doesn’t feel quite right.
In the retail selling environment, education and information now also demand their share of space as more and more novices want to know about wine. For the wine retailer, and for the designer of spaces where wine is sold, all of this poses a challenge: How to display hundreds of seemingly similar bottles in an attractive, interesting and functionally effective way. How to make shopping enjoyable and easy, and how to help consumers learn more about wine.