Curlewis talks labels, growth at PrintEx

The Wednesday morning Business Breakfast session at PrintEx gave attendees an insight into how label design is shaping the growth of major brands in the alcohol industry, with speaker Rowena Curlewis, CEO and co-founder, Denomination, breaking down the link between quality print and growth.

In a market with 33,000 labels produced every year, consumers find it difficult to choose, and brands find it difficult to cut through.

As Curlewis explained, “The wine relies heavily on the packaging rather than the advertising. 64% of consumers try new products simply because it catches their eye.

“We need to work hard to create packaging designs that cut through these markets.”

Denomination is one of the biggest companies in label design for the alcohol industry globally, counting Treasury Wine Estates as one of its customers in Australia.

Of the four key trends discussed at the Breakfast, Premiumisation would be the most familiar with printers, though Curlewis made a surprising point.

“While it occurs at every price point, it is most noticable in the low and high end of the market. It is less about pirce, and more about aspiration, representing value to the consumer.”

The data demonstrates that consumers are willing to pay a higher price for small-batch, interesting, and innovative products.

Curlewis also point to sustainability as a key trend in driving sales, with examples showing consumers being willing to spend an extra 15 per cent on sustainable packaging.

“Printers are coming to the party, with label producers now offering labels made with 100 per cent post consumer waste, and options for brands wanting to put sustainability at the front.”

Lines are also blurring between categories, with beer and ciders taking cues from wine bottle designs, and wine bottles taking cues from spirits.

Brands also need to consider what Curlewis calls the ‘Instagrammability’ of their designs. With over one billion users on the platform, examples like Blossum Rose, a sparkling rosé apple cider which boosted its sales by 40 per cent following the change to an Instagram friendly label.

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