Packaging & Design: Wine design and packaging in focus

Strictly speaking, Packaging & Design is not just a theme world at ProWein, but an entire universe of themes. Different bottle shapes, sustainable packaging, environmentally friendly materials and wine closures for every conceivable need play a role here, as do label design, branding and other areas of design within the international wine industry. But that is precisely what makes this theme world so attractive. As a trade visitor, you have the entire range of topics in one place and can delve deeply into the various aspects - and get advice.

That is a very, very big advantage. Because in times of steadily declining wine consumption around the globe, design and packaging are now one of the most important factors in the sales equation. Even in the culinary world, the saying goes: you eat with your eyes. Adapted for the world of wine, the saying is: The eye catches the eye. Only those whose products stand out on the shelf have any chance of ending up in the shopping basket. This can be an eye-catching label design or an unusual bottle. And does it have to be made of glass per se? What about alternative packaging? Does sustainability now play a key role in consumers' purchasing decisions? And can they perhaps even be used to simplify transportation? You will find answers to all these and many other questions in the ProWein theme world Packaging & Design in Hall 4.

Traditionally, wine packaging consists of a glass bottle sealed with a cork. But in the meantime, the world of wine has moved on considerably. First screw caps revolutionized the market, then artificial corks and other synthetic closures, which declared war on notorious wine faults such as cork taint. With success. Glass stoppers and crown corks complete the now diverse range of closures.

Wine packaging is no less heterogeneous. The traditional glass bottle still dominates. But their shapes and colors have become even more varied. As has their weight. A few years ago, particularly heavy wine bottles still suggested that they contained a high quality wine, but these heavyweights are now increasingly frowned upon. Their carbon footprint is simply too bad. Lightweight and reusable bottles are the trend of the moment. The former can be transported safely in a bottle bag as they are well protected. Reusable bottles, on the other hand, are more stable and can be refilled very frequently. There are now either carrier bags or transport crates available for them.

In addition, there are also bag-in-boxes (BiBs), which have different liter capacities, PET bottles, paper bottles or cans, which serve as alternative packaging, although they are conquering the international wine market at a very different pace. BiBs are particularly popular in Scandinavia and North America. In South America, PET alternatives are now popular, while cans have become an integral part of the US market because they are very popular there. Thanks to globalization, however, alternative packaging is becoming established all over the world for logistical and cost reasons alone. The positive side effect: the industry can save a lot of CO₂ if packaging is consistently different.

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When it comes to reducing CO₂, BiB is right at the forefront. The energy required to produce it is 84% less than that of conventional glass bottles. And as less weight is also lost during transportation, additional emissions can be saved here. The production of aluminum cans is also more energy-efficient, as the melting temperature is lower. Incidentally, this can have a double effect, as it can also save energy during recycling and thus keep the carbon footprint smaller. Provided, of course, that the materials are recyclable in the first place.

However, wine from plastic bags, wrapped in cardboard and cans, does not have a reputation for being of particularly high quality among the majority of consumers. This is precisely why the industry is currently working on other alternatives. The best example of this is the paper bottle, the so-called “frugal bottle”. It has the structure of a BiB - but in the classic shape of a Bordeaux bottle. A Burgundy bottle made from aluminum was also presented for the first time at ProWein 2024. Both approaches bridge the gap between tradition and innovation, so to speak, and at the same time show how much scope there still is in the field of packaging within the industry.

The design of the wine labels is no less important than the packaging of a wine. Especially when the contents are presented in a classic glass shape. It is very worthwhile for producers to set themselves apart from the competition. After all, a wine must first catch the eye of customers before it can convince them with its history and, of course, its quality. Incidentally, this can also be important for importers, specialist retailers and restaurateurs when they launch their own brands on the market.

Until a few years ago, eye-catching designs were mainly found in the natural and orange wine sector. In the meantime, however, the trend for brightly colored labels has also arrived in the area of conventional products. These are contrasted by minimalist designs that immediately attract attention with their simplicity. Whether you opt for an eye-catching or minimalist design naturally depends on the target group you want to reach. You can appeal to them specifically with the right visual presentation - and encourage them to buy. The design performance of the packaging is correspondingly important. Quite apart from the fact that a good design also makes it much easier to integrate the mandatory legal information that is required.

As early as 1924, Baron Philippe de Rothschild introduced so-called artist labels on the wine bottles for the legendary Mouton-Rothschild, which have since been designed by famous painters such as Miró, Chagall, Braque, Picasso, Warhol, Francis Bacon, Dalí, Balthus, Lucian Freud, Jeff Koons, David Hockney and Keith Haring. They are one of the reasons why the wine is a true legend. Such elegant presentation is also worthwhile if you want to give a wine as a gift. There are now countless winegrowers around the world who strengthen their brand with a sophisticated design. 

Donnafugata from Sicily, for example. All the wines consistently feature a woman's head, usually with flowing hair. This is Queen Maria Carolina of Habsburg-Lorraine, who once fled from the Napoleonic army. Donnafugata translates as “fleeing woman” - which is how the winery skillfully translates its name visually. No less well-known are the portrait sketches on the wines of the Austrian winery Gut Oggau, which were designed by an advertising agency. The wines have people's names and there is a family tree that places these people in a family relationship. In addition, the age of the person shown on the label reveals the age of the vines. This is not just visually striking - it's storytelling at its best. And it's all about the design.

This shows how effectively you can form legends or at least create a high recognition value with a clever visual wine presentation. This creates a win-win situation. Because such visual stimuli are of course also very valuable for marketing the wines. Just how valuable will be one of the topics on ProWein Monday in the Business Forum. Packaging and sustainability will not be neglected here either. This will be the focus of ProWein Tuesday.