Wine packaging must be sexy, lesson 1

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Lesson 1: The power of first impressions

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A picture says more than 1,000 words. As a result, we usually unconsciously judge the content from the “packaging”. “Clothes make the man”, who hasn’t heard this saying?

In fact, classic cuts and high-quality materials allow conclusions to be drawn about its wearer. If you want to present yourself competently and professionally, you need to pay attention to this.

Short-lived fashion from the fast-fashion segment may be fun, but it only gives the illusion of value. The short-term fashion business has never been interested in people being well-dressed for a long time, the idea is rather to make money.

This system can be applied to countless products.

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“Packaging makes wines”

Does fancy packaging turn a simple wine into a good one? Of course, the more attractive the cover, the more successful the sale.

Attention “deceptive packaging”

Please remember that fraudsters and scammers are always made to look pretty so that we trust them more quickly 😉. From a psychological point of view, our first impression is that we actually trust content more in a few milliseconds if the packaging appeals to us.

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This 0.75l bottle of a normal AOP wine appears to contain 1.0 liter between bottles of the same content.

Trust is abused

Sustainability has many “faces”. In the confusing jungle of a supermarket wine shelf, many “beautiful faces” beam at us. Here, too, there are “dazzlers” that are nicely finished and look good, but don’t always perform well in terms of sustainability.

Admittedly, it is difficult to always go shopping with a critical eye on sustainability. Nevertheless, if you think about it for a moment, you may quickly come to this plausible conclusion yourself.

Times of crisis also affect packaging

Glass has proven its worth as packaging for wine. But it takes a lot of energy to produce this. Temperatures of around 1,200°C are required for melting. Glass also has a high weight and this affects transportation costs.

As long as we can’t find any real alternatives on the shelves on a large scale, we could at least make sure that, in addition to the high energy consumption for the glass itself, no other, mostly unnecessary resources are wasted around the bottle.

Thick-walled heavyweights

An empty 0.75 liter bottle of wine can weigh around 440 to over 900 grams. On average, most glass bottles for wine of this size weigh around 600 grams. It is not uncommon for simple wines to be filled into particularly heavy glasses in order to suggest a higher value to consumers.

With these heavyweights, it is better to study the label again and make sure that it really is a high-quality wine. Winegrowers whose name stands for excellent quality generally do not resort to extremely heavy bottles. They prefer to invest these costs in their vineyards.

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Glass design

Elegant, beautiful design appeals. Standing out from the crowd brings clear advantages. However, consumers end up paying for these additional costs.

Designer bottles are unique and limited, so they are not usually produced in large quantities. The smaller the print run, the higher the production costs. This surcharge is added to the product.

However, this does not improve the content for the buyer.

Find out more in lesson 2.