Wine in a basket
Wine cartons as sales aids
Selling wine has changed considerably in the past few years and the wine market is hotly contested. The retailers demand easier handling of packaging in their stores. But wine cartons must also appeal to the consumer visually, give information and be convincing. The packaging must be easy to erect at the POS, easy to open and easy to carry.
A & R Carton discovered the need for innovation and launched an internal competition among its designers in 2008. This resulted in the creation of the Vino-basket to hold six bottles of wine, similar to the open basket carriers used for beer in the US. The shape of the basket lends an attractive appearance. The well-positioned grip allows the basket to be carried comfortably, even with heavy wine bottles. The pre-glued lid offers protection against removal and additional stability.
WG Lehrensteinsfeld, a medium-sized vintner in Baden-Württemberg, immediately showed great interest in the carton with its high presentation potential. The simple handling of the Vino-basket, which is supplied pre-glued, was yet another advantage. The graphic design reflects the company colours (red, gold and black) and rounds off the harmonious overall look.
The concept is still in its early days. At the end of March this year, WG Lehrensteinsfeld presented the Vino-basket at the ProWein Fair in Düsseldorf. The trade showed great interest.
Whilst the Judges had seen similar types of packaging for wine before, this was they felt, an interesting and sophisticated development. The additional piece of cartonboard that slides over the top of the bottles not only gives additional strength which is essential for such a heavy pack – 6 x 75 centilitre bottles - but also gives a much better opportunity for additional graphics to help promote and sell the product. On shelf impact would be high and the pack can be used after initial use either for storage or even as a carrier to dispose of old bottles.