Standing out on shelves is vital for brands to appeal to consumers, so getting design and packaging spot on is crucial. Luckily, many producers are excelling in this arena, as our competition shows.
They say the first taste is with the eyes, meaning appearance is everything if you want to stand out in today’s competitive spirits market. A bottle’s aesthetic can make or break that all‐ important first sell – and with a consumer audience paying close attention to sustainability, a product’s eco‐friendly packaging is of high value.
This year’s Design & Packaging Masters took place with all the necessary physical distancing measures in place, in line with government guidelines. In London, Bryan Rodriguez, wine and spirits buyer for Harvey Nichols, joined me, Melita Kiely, editor of The Spirits Business and chair of the event, at the Novotel London Bridge. The second half of our judging team joined us virtually
There’s a place in the wine world that’s proving particularly resilient in its popularity. Unlike the rise and fall of many a mainstream vinous source, from Chianti to claret, California rosé to German Riesling, the demand for Rioja, particularly in its reserva form, just won’t die down, despite its near ubiquitous state. Rather, it’s still a growing category, spearheaded by many strong brands, from Campo Viejo and Marqués de Cáceres to Faustino and Riscal. After years of chairing our annual Rioja Masters, and confirmed in particular this year, I think I know the reason for such enduring appeal. It’s primarily a question of style and value.
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