Muse puts the fun into functional wine packaging
6 October 2008 | By Popsop Team
Muse, the mythological source of inspiration, has its real-world packaging incarnation in a wine introduction that encompasses innovative primary, secondary, and tertiary packaging.
Muse wine from six-year-old Solomon Wine Co., Modesto, CA, uses a colorful, display-ready case that opens to reveal more layers of packaging creativity: Inside are four three-pack carriers ready to take home, with each bottle topped with a reusable “cork” closure.
“We bring award-winning wines in a bottle itself that’s compelling, bright and colorful, and easy to open,” offers Solomon founder and president Scott Heron. “But we’ve also addressed the needs of retailers and distributors in bringing to market a package that ultimately allows consumers to easily take away more bottles.”
Introduced regionally in early 2006 and now distributed in about 25 states in three varieties—Carnivale, Genie, and Mingle—Muse received its new packaging for its third vintage released in mid-summer 2008. The brand’s new “costuming” coincides with distribution expanding nationally.
Although Muse vintages have been released over the past two years, the packaging is so different in this latest incarnation that Heron views it as a debut rather than a relaunch. He felt Solomon needed to bolster the packaging for wider acceptance, and in doing so the company has managed to put the fun into functional packaging.
“Our ambitious plan is for distribution in all states and through multiple channels,” says Heron. “We’ve come up with an awesome national distribution delivery system through the packaging, which brings together all of the retail benefits that were missing before. This provides a point of difference and a compelling and meaningful retail presentation. The retailers’ reaction is that this packaging is very cool. No one has seen anything like this in wine.”
Popsop.com
Tags: alcohol drinks
