Wines & Vines Packaging Conference This Week

Full day of seminars and trade show focused on wine packaging, design and marketing

by Wines & Vines Staaff
WVPack is a full day conference dedicated to wine packaging and design.

Napa, Calif.—This Thursday, Aug. 9, Wines & Vines is hosting its fifth annual packaging conference at the Lincoln Theatre in Yountville, Calif. The full-day event will include panel discussions, trade show and industry networking all surrounding the theme of wine packaging, design and brand marketing.

The conference will kick-off with a keynote speech by iconic winemaker and original Rhone Ranger, Randall Grahm of Bonny Doon Vineyards. Grahm is known for an envelope-pushing creative and even comedic approach to wine marketing, including brand names and packaging. He uses puns, in-jokes, literary references, foreign phrases and internationally known artists to name and promote his wines.

In his talk entitled, “Give This Person a Cigare: The Doon & Dirty of Wine Packaging,” Grahm promises to share Bonny Doon’s successes and missteps in packaging, as well as insights he’s learned from mentor, artist Chuck House.

Other sessions of the conference include:

• A panel session on how winemakers and winery owners can navigate consolidation in the supply chain. Moderated by packaging and design consultant Lisa Ehrlich, the panel includes glass manufacturer executive Rich Bouwer, Pedro Fernandes, general manager of Amorim Cork America, and G3 director of label operations, production and planning Mark Peters, will discuss what to do if your favorite vendors are bought or merge with other companies.

• The beverage alcohol experts from Nielsen return for what has typically been one of the most informative and popular sessions for the conference. This year Jessica Gaedeke, vice president of the company’s innovation practice, and Brad Mayer, senior vice president of marketing for Precept Wine, will discuss market research data on the types of packaging that sell wine.

• Wine on tap and in kegs has caught on with consumers, and the founder of Free Flow Wines Jordan Kivelstadt will discuss trends in alternative packaging with winemakers Alison Crowe, Nicholas Quillé and Rob McDonald. The panel session will not only cover the continuing sales growth of wine on tap and in cans but how winemakers can maintain consistent quality when packaging wine in these formats.

The full day conference concludes with a ceremony to announce and honor the winners of this year’s Wines & Vines Packaging Design Awards. Winners will be announced in the categories of best classic format, bust luxury design, best alternative format, best series, best redesign and best in show winner. The top 50 entries from the contest will also be on site at the conference so attendees can review them as well as vote for the “people’s choice” winner that will be announced that day.

More information, including the full schedule and tickets are available at wvpack.com.

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