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Franc-ness of it,” he said.
“Sell the B.C.-ness of it, not the Cab
three label options. The labels were then
Rosen said the group came up with
are successfully telling their unique
Wineries can determine easily if they put the test via an online panel.
Goose, said the winery decided to go
Roland Kruger, proprietor of Wild
along with the test because, while it is
story by asking themselves some
important questions, such as whether
between $14,000 and $18,000, results
The online survey, which cost already selling out of its product ,
t
in a report of recommendations.
benefit of creating a different package
the
if they are already selling out of their
heir desired audience is being reached, T
for their high-quality wine is the
annual production, if price points are on
help a winery evaluate packaging
hexton explained that this can simply potential increase in revenue.
target and whether the label is
options, or in a more extensive survey make money,” he said.
“In the end, we are all in business to
consistent and the brand story is
can assess the entire image of the
appealing.
winery. reassure Wild Goose consumers about
And the final design will simply
the quality, taste and confidence of the
make-over is required, said
Once it is determined that a branding process a new design was chosen.
After the three-week test survey
Wild Goose brand.
Coletta of Coletta and Associates,
Christine
wineries should follow four simple
steps. First, Coletta suggests a
previously established
may include managers, wine shop staff,
group (which
PR and marketing teams, the sales team
etc) should come together and hold a
fact-finding session, including
comparing the winery with the rest of
Bin Turner
the world, looking at trends and getting
• Bring in bins straight from the field and
a clear understanding of the brand
dump
story.
• Hydraulically actuated turning
some conclusions and listing the top 10
The second step involves drawing
• Mounting available for Munckhof Bin Lift
items that need to work.
or conventional forklifts
• Available with or without hydraulic
action and delegate responsibilities. The
The third step is to set up a plan of
clamping (pictured)
final step is implementation—but
Coletta said wineries should proceed
with caution.
Tractor Mounted Bin Lift
longevity (some very successful
The chosen brand should have
European wineries have had the same
• Extremely useful to any farmer who needs to
label for more than 100 years).
move bins or pallets
said wineries in B.C. need to keep in
She
• Also useful in the mounting of implements
mind they are not a concept brand or
• Lift cap. 2000 lbs.
commodity brand. The brand should
•Available in 61” or 72” lift height
stand the test of time and build
awareness of the product.
and tuck, the panelists (Coletta,
To provide an example of a brand nip
Scholefield, renowned researcher David
Thexton and designer Andrew von
Rosen) selected Okanagan Falls winery
Wild Goose for a test project.
Piggyback Sprayer
• Highly efficient coverage
picked because of the excellent quality
Von Rosen said the winery was
• Tower design allows for negligible drift
of its wine, its good reputation, its sales
record (Wild Goose sells out of its
• Suitable for vineyard and high density
annual production) and its packaging,
applications
which was identified
• 200, 300, 400 and 600 litre tanks
as the most in need of an update.
available
packaging needed to be elegant, simple
The group first determined that the
and modern. This meant toning down
the colours of the existing label,
simplifying the fonts and making the
Munckhof Manufacturing
label ‘less busy’ in general.
Box 308 Phone: 250-498-4426
Oliver, BC V0H 1T0 Fax: 250-498-4460 www.munckhof.com
22
After some admitted squabbling, von
British Columbia FRUIT GROWER • Fall 2009
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