Designer Speed Dating Returns

Six design firms to offer free advice at wine packaging conference

by Kate Lavin
wine packaging designer
Wine industry professionals get advice about packaging design at the 2016 Wines & Vines Packaging Conference.
Yountville, Calif.—Winery staffers will get the chance to pick the brains of branding and designer professionals Aug. 16 at the Wines & Vines Packaging Conference in Yountville. Conference attendees are encouraged to bring questions and an open mind to get input from the the six design firms participating in “Designer Speed Dating” as well as their ideas for improvement.

This is the third year Designer Speed Dating will be part of the conference, which also includes a trade show full of packaging vendors and service providers.

Designers are available to discuss everything from logos for new brands to rethinking old and tired packaging and starting a second label without alienating your devoted fan base. The professionals offering their services in short speed-dating sessions have expertise that ranges from advertising and web design to branding for small-production wine, beer and spirits producers. 

Educational sessions
Steve Lamoureux, senior vice president of Nielsen’s Product Innovation-Design Solutions team, will reveal results from a consumer impressions survey conducted specifically for the Wines & Vines Packaging Conference. The survey will poll regular wine drinkers for their thoughts about packaging both before and after redesigns. Wineries interested in having their redesigns analyzed by Nielsen are invited to fill out a quick survey to gauge eligibility.

Other sessions will include Corey Beck of Francis Ford Coppola Winery discussing how the large wine producer creates its complex packaging designs and makes them function on the bottling line. Over the years Coppola has produced innovations such as sparkling wine in single cans and four packs as well as Claret in gold netting and the Director’s Cut line, for which a spool of film winds up the bottle.

A team of winemakers and mobile bottlers will fill out a panel about managing quality control during bottling, and several restaurant and retail wine buyers will discuss how they decide which wines to sell and how packaging plays a role in consumers’ wine purchases.

A newly announced session will include wine industry sustainability specialists discussing how to find green vendors and products, sustainable shipping solutions and more.

For more information or to register, visit wvpack.com.

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