Friday, May 04, 2007

Wine in VOGA

Continuing the theme of new wine packaging, some Italians (who else?) have taken wine packaging into areas usually reserved for perfume, and more recently branded water, with the launch of VOGA.

I like the packaging. It is simple, elegant and modern. We have seen things like this in water, and to be honest I like them, but I do usually think that those that use them are probably offering style over substance. However, it appeals to those with an eye for fashion and design, and therefore probably the younger fashion-conscious adults that establish trends (i.e. not me).

It seems that it uses a standard cork under there and that the cap is "resealable". This is something new as well. They have also designed interesting POS materials to help to promote it, and sell it in a 15(!) bottle triangular case, although that last part is just silly.

As for the wine, the white is (surprise, surprise!) Pinot Grigio, and the red is a rather odd blend of international varieties from Sicily which seems to be designed to tick all the boxes (consumers should recognise and like at least one of them).

All in all, if this has actually made it to the market, it looks like something daring and inventive and I wish it luck. It does rather smack of a design student's fantasy project rather than a proper commercial proposition, but then new ideas sometimes do.

Apparently it sells in the US for about $12 which isn't bad, but the only stockist in the UK that I could find only sells it as a gift, and at over £20 at that.

If anyone comes across a bottle, please let me know.


Andrew said...

certainly stylish, although the wines sound dull and uninspiring. Which UK retailer are you referring to?

Robert McIntosh said...

yes, I agree BUT ...

the wine trade is obsessed by cost - so our pricing is based purely on "cost plus"; adding a slim margin (if lucky) over the cost of the wine.

When "branding" you try and establish a collection of features, including the wine but also the packaging and the presentation, to establish a market cost, and therefore a price. The consumer can then decide whether they want to pay it.

This is what all branded goods do, and to a certain extent spirits and Champagne. Wine cannot seem to escape from this trap, and will therefore not have the margin to invest in proper marketing.

If these guys can achieve that through this sort of presentation, even if the wine itself is the equivalent of something sold for less, then good for them.

As for the UK seller, it was a wine gift shop online that I found on wine-searcher but I hadn't heard of them before and don't recall the name.