Challenge
Cline Cellars, a Sonoma Valley winery, had been using tear-off pads on store shelves to promote its products and build repeat business, offering recipes that were developed to pair perfectly with its wines.
On-shelf tear-off pads provided limited printable area, leaving much of the Cline Cellars brand story untold. In addition, the tear-off pads offered no guarantee that promotional materials would accompany every bottle at the time of purchase.
Cline Cellars needed more printable space for both its brand messaging and the recipes that add value and encourage repeat purchases. The winery also needed to ensure that consumers would receive these key messages with each purchase.
Solution
WS Packaging Group's patented EasyTab® extended text label from its MultiVision® label line provides an ideal solution for sharing the Cline Cellars brand story and recipes right on the side of the bottle.
The EasyTab® label's generous printable area allows the winery to share its history, farming practices, the story of its vineyards, and a recipe on a perforated label panel. Consumers can open, read and reseal the label, or tear off the recipe. The patented pre-curve prevents edge lift and wrinkling. Labels are applied using standard equipment, minimizing costs and increasing production speeds. The label also allows for new text in every run, so repeat purchases are rewarded with new information and recipes.
Result
An innovative way to provide value-added information and the Cline Cellars brand story on every bottle, build a stronger connection with consumers, and encourage repeat purchases.