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

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

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

For luxury and high-end wines, secondary packaging is essential, especially in direct-to-consumer (DTC) channels. Ridge Vineyards’ Monte Bello Cabernet Sauvignon, for example, has long 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, Ridge's Marketing Director, 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, the premium Napa winery PlumpJack employs 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, like brand messages and holiday notes, enrich the experience, creating a long-lasting brand impression.

Maureze advises wineries to carefully consider budget, production volume, and design objectives before creating secondary packaging. Custom designs might not always be feasible, but smart graphic choices can still enhance brand visibility. With strategic selection between cost-effective flexographic printing and higher-end 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 a connection with a wide range of stakeholders, and ultimately create a cohesive brand experience that resonates with consumers and distributors alike.