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BOTTLING & LABELING

Lucie Hotařová
An owner of the family printing company Etiflex, s.r.o. from the
winegrowing region of South Moravia, which has predestined
her to specialize in printing wine labels. She has been working in
the field of printing for the winemaking business for over
20 years.
Are you getting ready to redesign your labels?

Don‘t make a new label at all costs!

How do you know whether your label ne- e.g. with the label for the Frizzante summer
eds to be redesigned? A thousand people, a wine! Or pet-nat (Pétillant Naturel). It would
thousand opinions but the most important be a new product in your assortment with an
is yours. If it has already popped your mind unexpected design. Will it only get attention
several times that your label needs a change, or even recognition?
start acting. Winemaking in our country does Changing labels is always associated not
not yet have a tradition proven for centuries, only with the winemaker‘s concerns but also
as it is, for example, in the case of France but with the real risks; the following questions
thanks to that, we do not have to be so afraid justifiably arise: Will my customer recogni-
of change and we should not give up our ze me? Will customers like the new label?
efforts to find the right style that characterizes Won‘t they hold the fact that I took away
our wine. what they were used to against me?
Wine is a very traditionalist commodity and
NOT SURE AND AFRAID OF REDESIGN? some labels have not changed for decades.
Usually you don‘t have to, if all your pro- However, this is usually not the case, face-lif-
ducts can be bought up by your core custo- ting takes place periodically, without the cus-
mers who know what‘s in the bottle and for tomer noticing it. As a result, the label is still
whom it would be enough to write RŠ 18 Pa- fresh, even when it is traditional.
dělky or SG 19 Sklenářova hora using a white The analysis of sales channels will help sol-
marker and they would still buy it by cases. ve most of the dilemmas. Show the design or
However, it‘s different in the store. You need to „prototype“ to friends, gastronomy customers,
be seen there. wine shop owners and ask for their opinion.
Do it carefully. How do you think it will sell? Better or the
Consult your graphic designer. same as your old one? Don‘t even ask about
Try a new label on one wine first. „worse“ - that would be a waste of money. We
are doing it to achieve improvement!
It would be best to create a completely It is different to explain the change of la-
new product with a new design and test the bel to regular customers with whom you are
reactions of others and your own feelings. in direct contact and different to explain it to
Do you have only still wines in the as- anonymous buyers on the shelves of markets
sortment? Add modern bubbles and start on the other end of the country. It is necessary
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