Packaging
Don Sebastiani & Sons unveils new packaging for Smoking Loon and Pepperwood Grove
Monday 28. April 2008 - Don Sebastiani & Sons announced today that they will continue to move their portfolio upmarket as they reposition their two largest volume brands, Smoking Loon and Pepperwood Grove. The most visible change for the brands will be that each will feature a striking new upscale package.
“These are our two most established labels, each has broad distribution, and each has made millions of consumer impressions,” said company marketing director Donny Sebastiani. “With respect for each brands established identity, we were careful to integrate many of the familiar design elements of each.” Both new packages feature Don & Sons trademark shelf-pop, using vibrant color and eye-catching geometry.
The new Pepperwood Grove label will continue to feature fresh green tones and graceful curves to preserve its brand identity, but its logo will be refreshed with the addition of copper foil. The crisp, clean border emphasizes a classic, estate label shape and the varietal names will be readily legible. The company is adding “International Wine Negociant” to the front label to credit its sourcing of fruit from global appellations.
Pepperwood Grove has been named a “Hot Brand of the Year” seven times by Impact Magazine and for the last two years has been on the Top Power Brands list compiled by Information Resources Inc. (IRI), a Chicago-based market researcher that tracks purchases from grocery, drug and other selected retailers. Marketed as food-friendly wines with consistent value, Pepperwood Grove sales increased more than 25% during 2007 alone. There are currently nine varietals offered under the Pepperwood Grove label.
The Smoking Loon label will introduce more dramatic changes, with a bold, eye-catching logo against a rich cheddar-yellow background as the focal point. The loon stamp that defined the previous label has been reduced in size, but provides a solid anchor for the label. The detailed border at the top and bottom of the label was designed to add depth and elegance to the overall look. Sebastiani added, “We did not think it was possible to increase the shelf-pop of Smoking Loon. And yet I think we have in a fashionable and refined way.”
Smoking Loon wines are made in nine varietals from select lots of fruit grown in well-known appellations throughout California, including Paso Robles, Mendocino, Monterey, Clarksburg and Lodi. The brand was named a Hot Brand of the Year” by Impact Magazine for the fifth consecutive year in 2007. Sales in 2007 were up 12%.
In addition to the updated labels, both brands retail feature price points will move up by about a dollar in most markets. This reflects the companys continued effort to source wines from cooler, coastal climates – areas whose grapes and wines are often sold for a premium. The new wines are expected to begin appearing on store shelves as early as April. Both labels are sold by the companys Three Loose Screws division.