Renaissance Display Introduces Repositioned Heritage Brand

When Sebastiani Vineyards changed the name, the bottle design and the label of its August Sebastiani Heritage wine brand, a real shopper stopper display was needed for its launch."We wanted something arresting enough to make people stop for the five seconds or so that it takes for them to think, 'Yes, I do want a bottle of wine, and this is it,' " says Lou Willsea, senior brand manager for the Sonoma, Calif.-based company. A three-dimensional end-aisle display was created to alert customers to all of these changes by utilizing the shape and label image of the new wine bottle.For 20 years the Sebastiani family home appeared on the August Sebastiani Country wine label. With the name change to August Sebastiani Heritage, the company chose an image of an old Italian village for the label. The company has spent the last three years repackaging and repositioning all of its brands with a narrower focus on the segments of the industry that are healthy and growing.The updated bottle design has broader shoulders and is tapered toward the base. Following the contour of the bottle, the label was given a trapezoidal shape as well."We changed the graphic identity of the wine," Willsea says. "Since the new label was such a radical departure, we wanted to use its trapezoidal shape and the village image in as many ways as possible in all of our collateral point-of-sale materials. We had to get the image in people's minds as quickly as possible."Fremont, Calif.-based Beeline Group Inc. designed and manufactured the display. The company devised a three-dimensional pole topper system with three litho-laminated corrugated panels. The center panel is an enlargement of the label with the statement, "The Renaissance of California Wine" placed in the sky. It is made up of three layers so the house and bushes jut out from the background. The two side panels utilize a portion of the label graphics, but each also has a curved plastic replica of a Heritage wine bottle protruding from it. The effect was created by having images of the bottles printed on plastic and then tabbed into the panel.The side and center sections are shipped assembled, so the only additional task is forming the header and tabbing in the two bottles.The display measures 52 inches wide by 38 inches high by 6 inches deep. It sits above 25 to 50 stacked cases of wine at the end of an aisle. Willsea says it was designed primarily for chain supermarkets, but is also available for other retail locations with enough space for it. Sebastiani Vineyards had 3,000 displays made for national distribution in March.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Brand Watch: Johnsonville Repeats Summer Success

Hall of Fame Profile: Pamela Velarde