Truett-Hurst, the Sonoma County wine company, has announced that Pleasanton, CA-based Safeway plans to launch the Evocative Wrapped Wine Bottle series, which will hit the retail stores.
US-based Truett-Hurst, along with package designer Kevin Shaw of Stranger & Stranger, identified 22 buying occasions and created brands in a packaging format that could create a potentially strong shelf presence, said the company.
The inventive line of wines with brand names, such as Fuchsia, Curious Beasts, Candells, Schucks, and Bewitched, are enclosed in designed wraps that convey a story, give a recipe, or celebrate a special occasion.
Truett-Hurst CEO Phil Hurst said that on all purchase impulse components they had delivered fresh and ingenious series of wines.
"Consumers want a wine for fish, a wine for a barbecue, and a wine that makes a hit at a dinner party.Instead, they’re offered 6,000 indistinguishable and unmemorable Pinot Noir brands from various parts of California," designer Kevin Shaw said.
The Evocative Wrapped Bottles collection is an newly labeled, patent-pending resilient wrapped, made in the US.