Brand strategy sees visual impact payoff at the shelf
Banknote Wine Company of Napa Valley, California, combines the intricate details of early, visually poetic banknotes with the complex profile of a good wine. As a hand-crafted wine producer, Banknote Wine produces a blend of Zinfandel, Syrah and Cabernet Sauvignon. Distinctive tasting notes include dark berries, vanilla, oak spice, mocha, espresso, tobacco and more.
Although the number of U.S. wine brands is commonly estimated at around 7,000, the wine industry statistical research firm, Gomberg, Fredrikson & Associates, notes that it tracks more than 15,000 wine SKUs in accruing data.
In a marketplace of such fierce competition, Pete Nixon, Banknote Wine proprietor, knew the importance of having a first-rate label when launching his brand, The Vault, a Napa Valley red blend, in 2007. They wanted a multi-faceted, eye-catching label that would essentially ensure new consumers would be drawn first to his wine at retail.
Nixon designed a two-piece prime label. The main banknote on top prominently carries the Banknote Wine Company name, while a strip label at the bottom identifies the brand and bottle serial number. Each banknote design is a reproduction of an actual banknote, and showcases the intricate detail and craftsmanship of the engravings.
Due to the short-run and multiple-piece label concept, and to ensure the fine details of the banknote designs were reproduced to the highest quality, Nixon chose digital offset for printing the labels.