Wine Package Design & Marketing Conference an enlightening forum for a dynamic industry

Wines & Vines, May, 2000 by Murray Lubliner

The Third Annual Global Wine Package Design and Marketing Conference, March 23 and 24 in San Francisco, attracted about 150 professionals who have important stakes in the wine industry, from the U.S. and Australia, Chile, England, Mexico, New Zealand and Spain.

They listened to and questioned speakers who focused on a wide range of issues that wine marketers face, such as the industry's future growth prospects; product and brand positioning; new product introduction; packaging and branding strategies; how to work effectively with in-house as well as outside design resources; how to get the most out of consumer research; the changing role of the importer; the challenge of global competition; and a host of other relevant topics. (The report on the conference in this issue of Wines & Vines covers specifics of the speakers' presentations.)

Diversity continues to be the cornerstone of the conference--from the podium a variety of topics critical to successful marketing of wine, and from the audience participants who represent every facet of the industry. The common denominator that ties everything together: how to sell more wine profitably.

This conference grew out of our consulting firm's 25 years of experience helping consumer product marketers to develop more effective packaging and branding strategies. During the mid-nineties, we began to identify activity within the wine community that would significantly change how products are packaged and marketed to establish stronger brand equities and build consumer and trade awareness. The volume leaders, and many smaller wineries and their design and advertising consultants, were moving beyond traditional label designs and structural packaging, and experimenting with new marketing techniques as well as technologies offered by suppliers of labels, printing and glass.

Since wine is steeped in imagery, tradition and emotional responses, building a brand's identity and creating a competitive advantage requires complex appeals to the buyer that go beyond the quality of the product.

Our firm has organized global beverage industry conferences and package design competitions for beer, spirits, soft drinks, juices and coffee and tea, so we drew upon this background to consider a package design conference specific to wine only. In 1977, we spoke with winery owners and senior managements, marketing and brand managers, top wine label and package designers and major suppliers to elicit their thinking. After digesting a lot of information and opinions, we visited with Phil Hiaring, publisher and editor of Wines & Vines. Phil is a "hard sell"; he has seen a lot of good ideas falter in their implementation. So, when he enthusiastically endorsed our plan and agreed that the industry was ready for a learning experience that would bring together wine professionals from around the world to share information, ideas and insights, we knew that we were on-target. And Phil and his colleagues have backed up his endorsement with editorial and advertising support. His only admonition: "The industry doesn't ne ed another trade show."

Experts with whom we consulted about the need for such a conference offered to serve as speakers. Suppliers to the industry signed on as sponsors eager for the chance to display their technological advances to a receptive audience in a congenial and relaxed environment that encourages interactions. We limit the number of sponsors since this conference is not a trade show. Of the ten sponsors who participated in the first conference, in 1998, eight exhibited at this year's event, and we easily added three more companies. The sponsors find the conference productive and a powerful marketing tool for meeting new clients and strengthening existing relationships.

One of the reasons for the success of the conference is that we listen to the participants. After each conference, more than 85% of the attendees voluntarily fill out evaluation forms. Their reactions to the program, their opinions and critiques help provide guidance for the following year's agenda. It's a challenge. Some attendees are interested primarily in packaging and branding; others are looking for information on financial and legal matters; others are more concerned with distribution and retailing; others ask us to concentrate on global competition, etc., etc. Our responsibility is to evaluate carefully, factor in our own experience and vision, then organize a balanced program that covers as wide a spectrum of topics as possible. Then, we find speakers who can communicate these topics clearly and effectively.

The wine community is made up of amicable people. Competitors often are friends and neighbors. The conference is characterized by a warmth and congeniality rare in the commercial world. We work hard at structuring this productive learning experience; we come away from each conference much wiser with greater insights about the wine business and richer for the friends that we've made.

The conference looks ahead to a future even more dynamic than the past. We will continue to take a proactive approach and integrate into the program new marketing tools such as the Internet and other technological breakthroughs that can benefit the participants. We need to be certain that our audiences stay on the cutting edge and are exposed to the latest advances in communications, marketing, printing, labeling, structural packaging, papers, closures, glass and other materials.