Fine Wine Designs
By Joanne Fink

It’s a good year for wine-related items, with a variety of wine-themed products and wine-bottle accessories helping to uncork sales.

Today, wine consumption and collection is not only a fashionable pastime, but for many, it’s a passion. “Wine has a mass appeal right now as both a beverage and as a gift. People are cooking and baking with it and hosting wine-tasting parties,” says Tatiana Austin, marketing manager of Mary Phillips Designs.

“Any accessory that goes with a bottle of wine or that helps one drink their wine is going to be a huge hit,” asserts Donna Dapper, v.p. of sales at Pictura, Inc. “Wine interest and consumption has moved beyond the realm of the educated connoisseur. With more people enjoying wine, there is a greater market for related products,” states Dapper. Adds Anna Griffin, president of Anna Griffin Incorporated: “It’s a strong niche market; it’s traditional and here to stay.”

From wine-themed party invitations and greeting cards to cocktail napkins and coasters, it’s easy to find items that appeal to wine connoisseurs as well as to those who love to party and have fun. Debbie Triplett, v.p. of W.I.N.O.S. (Women in Need of Sanity), describes her company’s best-selling items as “anything that has a sense of humor.” Humorous messages on W.I.N.O.S.’s products – which range from napkins and magnets to aprons and cookbooks – include “Liquid Sanity” and “Cook, Eat, Laugh, and Wine, Wine, Wine!” Says Triplett: “The ‘W.I.N.O.S. moment’ that may make you feel like diving into a glass of wine just to obtain a moment of sanity is well accepted and understood by the female population.”

Pictura’s Dapper agrees: “Our most popular cocktail napkins feature fun texts like, “Wine a bit ... You’ll feel better” or “Wine is just a fruit ... and fruit is healthy.” Wine-related humor also works well on products from Mary Phillips Designs, says Austin. “Our most popular images are the ones that have the funny quote or humor related to wine. For example, ‘It’s Wine O’ Clock’ and ‘Wine and Shine,’” she relates.

At the other end of the design spectrum, there is also interest in upscale, wine-themed imagery. Gina Bugee, creative director of Gina B. Designs, Inc., notes that traditional motifs – “wine bottles, wine glasses, grapes, vines, wine with cheese” – are the most popular images in her line.

Similarly, Marcy Shackelford, sales director of Cardthartic, states: “We’ve found that glamour shots of glasses of wine and spirits are most popular.” One of the company’s consistently best-selling cards in its popular “Passages” line is a design that features an elegant image of a goblet filled with red wine casting a long shadow on a white tablecloth. The text reads, “A little aging. A certain amount of mellowing ... has served us very well. To you on your birthday, ‘¡Salud!’”

Pictura has found success with its elegant “Vintage” Year Cards. “Who doesn’t love a beautiful card with fun information from the year they were born and some wine trivia?” asks Dapper, adding, “Shaped like bottles, the cards draw consumers and involve them. As fine wines are linked to years, so are people!”

As for displaying these products, “One of the most important ways to merchandise wine-related products is with wine,” advises Austin of Mary Phillips Designs. “The bottles don’t have to be full or open on the display, but it doesn’t hurt,” she adds.

John Lineweaver, designer of Lineweaver, suggests that his company’s whimsical “Wine Gift Tags” – which fit over the bottle’s neck – are “best displayed on a wine bottle, as this lets consumers see how quickly the standard hostess gift of a bottle of wine is instantly dressed up with a greeting that brings a smile and a little kick to the festivities.” Lineweaver also offers wine-themed notepads that he says “are best displayed vertically, and often with other wine-themed products or worked into gift baskets, stockings or other gift-grouping ideas.”

Bugee of Gina B. Designs also likes the themed merchandising approach and recommends merchandising “winethemed invitations with wine accessories such as decanters, cocktail napkins, cheese plates, spreaders, trivets, winebottle stoppers – anything wine related.” Shares Griffin of Anna Griffin: “I always like antique pieces for display. I was recently in Napa Valley and loved the serving trays that were made out of the top of a wine barrel.”

What has fueled the growth of this product category? According to Lineweaver, it’s an increased awareness in the joys of wine collecting, giving and tasting. “We all need a way to unwind from this crazy, busy world of ours,” he says, “and a great glass of wine – and a wine-themed gift – seems to be just the ticket.”

Bugee sees international and media influences as contributing to wine’s cultural popularity. “We Americans seem to be enthralled with European culture, especially as it relates to food and drink. Maybe the movie, ‘Sideways’ had some influence on our love of wine!” Additionally, Josh Rifkin, sales director of Pomegranate Communications, attributes the growth in this category to “the increasing availability and affordability of wine to all consumers,” concluding that the target audience is “anyone who enjoys wine.”

JOANNE’S TAKE ON THE TREND

“Design Notes” columnist Joanne Fink – a designer, lettering artist and veteran consultant in the gift and stationery industry – offers her thoughts on why the wine theme has become a popular design trend:

A bottle of wine has always been considered a great hostess gift. For me, there is just one problem with this ... I don’t drink wine, so I never know what type to buy. But now that winethemed products are so popular, I can select a trendy set of wine charms, wine glasses, coasters, notecards or even a decorative wine-bottle stopper to bring to my hostess.

A bottle of wine has always been considered a great hostess gift. For me, there is just one problem with this ... I don’t drink wine, so I never know what type to buy. But now that winethemed products are so popular, I can select a trendy set of wine charms, wine glasses, coasters, notecards or even a decorative wine-bottle stopper to bring to my hostess.

There are, of course, social, environmental and economic influences that contribute to this trend. Wine helps people relax. At a time when our country is facing serious economic challenges, there are a LOT of stressed-out people looking for ways to relax – and discovering the pleasures of a glass of wine. Sharing a bottle of wine brings people together. I’ve heard it said that relationships, like fine wine, get better with age. Plus, studies show that wine is actually good for you (in moderation, of course).

Bottom line: not only is wine trendy and tasty, it’s a great way to relax with friends, it’s good for your health and good for your image ... it’s almost enough to make a confirmed teetotaler like me start to drink! Greetings