While often overlooked, secondary packaging, such as shipping boxes, can significantly enhance brand recognition for wineries. As described by Ed Rice, Executive Director of Affinity Creative Group, primary packaging is what consumers typically associate with a wine brand—the bottle, label, and cork. However, secondary packaging also holds value as a branding tool, with elements like shipping boxes and gift sets serving as platforms to tell brand stories and enhance the consumer experience.

Affinity Creative and O'Neill Vintners & Distillers illustrate how secondary packaging reinforces brand identity. For instance, O'Neill's FitVine bottles are supported by visually appealing shipping containers that elevate brand recognition. By using creative designs on two or three sides of the shipping boxes, wineries can turn their packaging into a billboard, attracting attention in retail environments and point-of-sale displays, explained Jerome Maureze, Creative Director at Affinity.

The impact of secondary packaging goes beyond aesthetics. While consumers may not directly see these shipping materials, distributors, transport employees, and store staff do, influencing a broad audience involved in the wine journey. According to Rice, this brand exposure during distribution can create new touchpoints with potential consumers.

For luxury and high-quality wines, secondary packaging is essential, especially in direct-to-consumer (DTC) sales channels. Ridge Vineyards' Monte Bello Cabernet Sauvignon, for example, has traditionally been shipped in premium pine boxes, but a recent shift to sustainable materials has transformed the packaging into a more eco-friendly option. Ryan Johnson, Marketing Director at Ridge, emphasized the winery's desire to maintain a sense of luxury while reducing its environmental impact. The redesigned packaging is lightweight, recyclable, and now includes eco-friendly green foam from TemperPak, which dissolves instantly in water.

Similarly, premium Napa winery PlumpJack uses sustainable cardboard boxes made from recycled materials. PlumpJack's approach aligns with its environmental mission, reinforced through holiday-specific packages that include branded accessories for corporate clients. These packaging enhancements, such as brand messaging and holiday notes, enrich the experience, creating a lasting brand impression.

Maureze advises wineries to carefully consider budget, production volume, and design objectives before creating secondary packaging. Custom designs may not always be feasible, but smart graphic choices can still enhance brand visibility. By strategically selecting between economical flexographic printing and high-quality lithographic options, brands can achieve various levels of impact based on their packaging needs. Secondary packaging is a vital tool that not only adds aesthetic value but also serves as a touchpoint for all participants in the wine distribution chain.

In conclusion, secondary packaging offers wineries an additional layer of branding that extends far beyond the bottle. By investing in thoughtful design and sustainable materials, wineries can leverage secondary packaging to elevate brand perception, build connections with a wide range of stakeholders, and ultimately create a cohesive brand experience that resonates with consumers and distributors.