Premiumisation is one of the key agendas of the business of Four Seasons Wines. And, the company strives to ensure that this agenda is reflected in the packaging of its premium wines. It launched its “premium range of wines – Four Seasons Barrique Reserves and Four Seasons Vintner’s Reserve – in reverse taper bottles which are classy and premium in look and feel,” says Abhay Kewadkar, CEO, Four Seasons Wines Limited.
The labels of Four Seasons premium wines “too were designed keeping in mind the imagery we wanted. The wines had a natural cork closure imported from France,” he adds.
Four Seasons also ensured that the packaging of its first Indian wine, Zinzi, made the wine distinct as well as attractive for the youth. For Zinzi, says Abhay, “We developed a clutter-breaking fluorescent coloured label which was contemporary and appealing to the youth who had newly been initiated in the alcobev category and were our primary targets. It imparted a distinct identity to the brand and made it more approachable to the young consumer.”
According to Abhay, they also introduced their “most premium Four Seasons Vintner’s Reserve wine in a mono- carton which makes it stand out on the retail shelf and also serves as a great gifting option.”
Abhay expresses satisfaction over the consumers’ response to their packaging designs. “Our new launches of reserve wines have been much appreciated by the trade and consumers and we have gained placement in on- and off-premise outlets. While the modern, youthful label designs for Zinzi helped it resonate well with the target audience, the unique bottle shape of Barrique Reserve and Vintner’s Reserve helped reflect the premium quality we wanted to.”
In terms of packaging innovations, gift packs are also an important area for Four Seasons Wines. “We have also focused greatly on gift packs for our wines, suited to different occasions. We have launched new gift packs through the year which allowed our brands to be prominently placed on the shelf, and also increased sales during those periods,” informs Abhay.
In the present times of changing consumer preferences, Abhay says, “Packaging is very critical for better presentation and promotion of any product. An innovative design of packaged bottles, colour scheme, shapes and forms coupled with the product quality create inquisitiveness among the potential consumers. These have a great bearing on their purchase decision.”
He also emphasizes the vital role packaging plays “in positioning and promoting a brand’s luxury credentials in the premium wine industry. Premium wine brands generally have premium and unique packaging that complements the brand’s unique identity and positioning.”
Abhay gives an idea of how packaging influences the buying decision of wine drinkers. “Indian wine drinkers today are more informed and aware. They look for cues in packaging and information communicated through label, neck- tags, gift packs, etc., which help them in making a purchase decision on wines about which there is low awareness and knowledge in the country,” he says.
According to him, as a trend, the growing consumer class in India is gravitating towards approachable wine packaging – screw caps, half bottle sizes, and gift packs.
So, in tune with consumer preferences, “90% wines have moved from corks to screw caps. This has made opening and re-closing bottles much easier for new consumers. There are also new trends of Zork closures and twist-off corks to make bottle opening and resealing easier for the consumer,” he says.
Four Seasons has implemented the use of Stelvin Caps in some of its wines that are to be consumed fresh and not aged. “Stelvin Caps help consumers who are new to the category and not in possession of a wine opener to easily open and close the bottle.”
However, for reserve wines, according to Abhay, they “use natural cork to ensure that the wine can age and mature over a period of years.”
Four Seasons outsources its packaging requirements “from reputed and creditable sources in India and worldwide”. When asked about the competitiveness of Indian packaging companies, Abhay says, “Domestic companies are well equipped for manufacturing labels and screw caps/closures. Only natural cork for high-end wines is imported.”
However, he draws our attention to the lack of or erratic demand for high volumes of green coloured wine glass bottles which is an issue for domestic glass producers. “This results in the manufacturing furnace not being optimally utilized for production. Since internationally the demand for wine bottles is very high, it is easier to import the same from international manufacturers,” he explains