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August 2003
Sonoma County, CA –
Tincknell & Tincknell, Wine Sales and Marketing
Consultants, of Healdsburg, California, and Bauermeister
Design of Sonoma, California, teamed together to create
the packaging for a new, upscale, super-premium,
three-liter boxed wine, the Blackburn Fine Wine Cache
from Sonoma Hill Winery in Graton, California. The
metallic gold, embossed design took First Place in the
Best Application of Single Face Laminating category in
the 11th International Corrugated Packaging Design
Competition held by the Associated of Independent
Corrugated Converters (AICC).
“The goal for the packaging
design was to create for the Blackburn Fine Wine Cache a
strong, visual, upscale image that would assure fine
wine drinkers of the quality of the wine inside the
box,” comments Paul Tincknell, Partner in Tincknell &
Tincknell. “Boxed wine has been traditionally marketed
in the U.S. at lower prices with value or premium priced
wine inside. Our work first with Black Box Wines and
then with the Blackburn Fine Wine Cache from Sonoma Hill
Winery has been to create a new tier of high quality
boxed wines for wine drinkers interested in the many
advantages of the box package.”
The Blackburn Fine Wine
Cache packaging design originated with Sonoma Hill
Winery. Tincknell & Tincknell and Bauermeister Design
took the preliminary design concepts – the gold foil
exterior, the embossed pin-stripe, and the existing logo
– and refined it to a complete package with a strong,
branded identity. That effort resulted in a First Place
win in the annual AICC design competition for the
printer of the project, Pacific Southwest Container in
Modesto, California. “PSC, with their knowledge and
expertise in their business, assisted us greatly as the
design was being developed and refined,” adds Tincknell,
“They deserve the award for the stellar job they did in
producing the package.” “It has been an exciting and
rewarding experience to work with a team of experts in
developing a high-end design that takes the packaging of
wine to a new level,” says Karen Bauermeister, Owner of
Bauermeister Design.
The super-premium category
of boxed wines is a new, emerging product niche that
started with the introduction of the Black Box 2001 Napa
Valley Chardonnay in January, 2003, another project
Tincknell & Tincknell worked on. The Blackburn Fine Wine
Cache is positioning itself as “the gold standard of
wine in a box” with a 2002 Barrel Aged Sonoma County
Chardonnay, a 2002 Barrel Aged Sonoma County Cabernet
Sauvignon, and a 2001 Barrel Aged Sonoma County Merlot
with a suggested retail price of around $35.00 per
three-liter box. Three liters is the equivalent to four
regular bottles of wine.
Tincknell & Tincknell were
founded in 1997 with the recognition that the wine
industry needed expertise in applying new business
strategies and technology to compete in the global wine
industry. Tincknell & Tincknell provide services and
consultation in sales, marketing, and technology to
wineries, wine industry business partners, and other
companies specializing in luxury products. Located in
Healdsburg, Sonoma County, T&T have assisted such
clients as Louis M. Martini Winery, Groth Vineyards and
Winery, Hanzell Vineyards, Howell Mountain Vineyards,
Lynmar Winery at Quail Hill Vineyards, Via Pacifica
Imports, and the Qingdao Fushiwang Putaojiu Company in
Pingdu, China.
Bauermeister Design,
established 2001, is a full-service graphic arts and
design firm owned by Karen Bauermeister. Located in
Sonoma, California, Bauermeister Design assists
businesses in all industries in designing, developing,
and producing branded materials such as packaging,
collateral marketing support materials, direct marketing
materials, business systems, and other corporate
identity pieces.
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Tincknell &
Tincknell are specialists in innovative wine
packaging, from single-serves, to boxes, to
Tetra-Paks, to aluminum bottles, to plastic
bottles, to goat skins. We were at the cusp of
the innovative wine packaging movement with
branding, start-up assistance, marketing, and
the sales launch of Black Box Wines. When it
comes to packaging, no idea is out of the
question at T&T.
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AICC, a part of the
independent corrugated industry success story for over
25 years, represents a majority of the independent
corrugated packaging manufacturers and their suppliers.
They are dedicated to strengthening the independent's
position in the marketplace through programs and
publications that empower their members to compete
successfully in a rapidly changing industry and an
increasingly competitive and global business
environment. The 11th International Corrugated Packaging
Design Competition was held September 18 and 19, 2003,
in San Francisco, California. 175 entries from 47
companies were submitted for judging in 17 categories.
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