discover the new look of blackstone winemaker’s select
TRANSCRIPT
discover the new look of
Blackstone Winemaker’s Select
Getting Behind The New Look
Packaging Update Rationale:• Improve the quality perception of Blackstone
Winemaker’s Select
• Increase shelf and display impact
• Enhance and refresh the distinctive look of Blackstone
Timing:• New packaging is now shipping for most varietals
– Projected shipping dates for remaining varietals: Syrah 1/10; Sauvignon Blanc 2/10; Pinot Grigio 3/10; Zinfandel 5/10
Winemaker’s Select New Label
Improved Shelf-Impact
PREMIUM PURPLE CAPSULE across all varietals
DISTINCTIVE VERTICAL LOGO
LIGHTER, FRESHER LABEL COLOR
New Quality Cues
WINEMAKER’S SELECT (previously “Winery”)
NEW SEAL reinforces authenticity
Consistent branding across varietals
New Shipper Design Allows for:
• Dynamic display possibilities
• Stopping power
• In-store brand billboards
32-CASE STACKING
39-CASE STACKING
Consumers Love The New Label
Consumers validate improved quality perception and shelf impact:
“Simple but elegant appeal”
“A classy look with stopping
power”
“Grabs my attention”
“Sophisticated”
Data compiled by Perception Research Services
66%
59%58% 58%
75%74%
67% 67%
50%
55%
60%
65%
70%
75%
80%
Purchase forthemselves
Purchase for casualentertaining
Purchase for aspecial occasion
Purchase as a gift
Consumers Love the New LabelConsumers are now more likely to pick-up a bottle of
Blackstone!
Data compiled by Perception Research Services
Count on Blackstone’s New Package
• Improved shelf-impact and stronger quality cues
• Dynamic display opportunities with the new shipper
• Consumers love the new package
• You can count on consumer pull!
Blackstone continues to be recognized for quality:
• Best in Class and Double Gold, International Wine Competition – Winemaker’s Select Merlot
• Food & Wine’s “Best American Wines $15 & Under: Zinfandel” – Blackstone CA Zinfandel
• Wine & Spirits 18th Annual Restaurant Poll – #4 Most Popular Merlot
• In the Top 40 of Restaurant Wine’s “Top 100 Wine Brands” for 7 years – since the list started
• In the Top 25 of Restaurant Wine’s “Top 100 Wines” for 3 years – since the list started
• 90+ Points, Wine News – Sonoma Reserve Pinot Noir, Rubric, and Chardonnay
• 4 Stars, Restaurant Wine – Sonoma Reserve Merlot
Accolades You Can Count On
#1 Domestic Merlot
#3 Super-Premium Wine Brand
Source: IRI 52WE 11/1/09
Count On It!