Page 29 - Packaging News Magazine Nov-Dec 2021

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Integrity in Stretch Film
FACT FILE
■ Fact file text M E E T T H E F ■ A F Ma c t I f i L l e Y t e x t
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PSP PPS
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THE ALLROUNDER
TOUGH & RELIABLE
HIGH PERFORMANCE
of colourful and edgy labels, the natu- ral wine category can be intimidating for consumers navigating the relatively unknown in this booming niche.
Cowpunk taps into the growing desire of consumers for natural, unadulterated products and is aimed not just at hipsters but a broader market.
“We wanted to respond to the growing consumer desire for additive-free, sus- tainably produced original-state wines, but it was important that the range appealed to a broad market. Cool, yes, but not intimidating. Denomination’s strategy has helped us to take a niche, boutique and uncommercial sector and make it available to everyone,” said Crampton.
“We called the brand, and the business, Cowpunk to capture its earthy natural- ness and edginess,” said Curlewis.
“Cowpunk music – a mixture of coun- try and punk – is unvarnished and edgy and was inspired by the real, raw sound of country music before it became hugely commercialised. “We thought this was a great analogy for what natu- ral wines are all about.”
“Denomination is committed to helping winemakers and other drinks producers on their sustainability journeys and has put together an excep- tional network of experts to help make that happen,” she added, commending the team for its “brave and progressive” work on Cowpunk.
Cowpunk is available now, with retail channel EDG selling the brand across all its fine wine stores.■
ABOVE: The “re-use it” text on the back label and shipper encourages consumers to re-use the packaging and not simply recycle it.
LEFT: The bottle’s swing-top enclosure makes it 100 per cent resealable and re-usable.
BELOW: Labels are printed in two-colour, cutting down on ink usage; no gloss varnishes or treatments are used and the stock is a natural 100 per cent cotton paper.
AVAILABLE THROUGH OUR NATIONAL DISTRIBUTOR NETWORK
CONTACT US TODAY : sales@apexfilms.com.au apexfilms.com.au
26 -36 Sheehan Road, Heidelberg West VIC 3081 Australia (03) 9450 1000