Following Up On Developing Trends

Following Up On Developing Trends

Multipacks Deliver Promotional Punch to Colorado Wines
Often, after we print an article in BRANDPACKAGING, we uncover added information on a trend we’ve identified. Here is more on a recent trend.
Multipacks have been a popular form of packaging for mass merchandisers because they offer value to consumers and a larger canvas for packaging graphics. We wrote about this topic in our May 2004 issue.
Recently, this trend has been spotted within the realm of wine packaging, as part of a promotional effort for the Colorado Wine Industry Development Board. Colorado, known for its world-class skiing, is also home to 33 commercial wineries.
Eager to garner attention for this burgeoning industry, the wine board envisioned a high-quality paperboard carton sturdy enough to hold three 750-ml bottles of wine yet visually compelling enough to appear more as a gift than a carry-out package.
Enter converter Warnecke Paper Box, who recommended Forte™, a 36-pt solid fiber board from MeadWestvaco. The substrate’s bright-white coated facing stock delivers brilliant aesthetics yet is strong enough to hold the wine bottles. Its smooth printing surface conveys the photographic approach of the vineyard sunset on the carton’s exterior, vibrant imagery designed to encourage more trial and repeat purchases and, hopefully, visits to the wineries.
Consumers have responded extremely favorably to the new package, and with variety-pack sales growing rapidly, the state of Colorado has increased the number of packages it buys to keep pace with increased demand. BP
Where to go for more information...
Solid fiber paperboard.­ At MeadWestvaco, contact Tony Rozmes at 843.745.3051 or

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

march cover

March 2015

The March 2015 issue examines the idea of Branded by Color plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight