Best Package Series Design
THREE'S -A- CROWD
At present, there are three wines in this range - Pinot Grigio, Pinot Noir & Rosé. The wines in this range are easy-drinking, everyday styles, packaged in a 1.5 litre wine pouch.
- Year wine was released to market: 2021
- Retail Price: $16 AUD
- Designed by: Design Energy
- Designed for: TRENTHAM ESTATE
Conversation and connection – it’s what life’s all about. Enjoying the company of our friends and family, glass of wine in hand, reminiscing on moments passed and things to come. Sit back, relax and soak up the good vibes with those who mean the most.
A story of relaxing with friends in small groups – whatever and wherever the occasion. THREE’S -A- CROWD is a 1.5 litre wine pouch that is perfect for the beach, picnics, camping, outdoors or just at home – a very convenient option for our new way of living. The packaging is also an eco-friendly alternative, producing 80% less carbon footprint than glass bottle manufacturing and transportation.
There are a few challenges with launching a product such as this. Wine pouches are relatively unknown and unseen here in Australia, so the first hurdle is changing people’s perceptions of buying wine ‘not in bottle’. Unfortunately, wine in packaging other than glass is often perceived as ‘cheap and nasty’.
Secondly, knowing that the product would be placed in the cask section of wine stores amongst many other bulk wine offerings, it was vital to stand out from the crowd. The pouches needed to have enough pull-power to convince buyers to try something different from their usual, and perhaps regular favourite, bag-in-box.
To shake the cheap wine stigma, it was important that the packaging was intriguing enough to make people want to try it yet have a somewhat premium feel to reflect the quality wine inside.
It was vital that the packaging was engaging and relatable. The artwork graphically creates a sense of place and atmosphere for consumer engagement. We wanted to evoke a sense of home and family in a contemporary, approachable way that appeals to the wide target audience. The strategy around this design concept is about small gatherings and bringing family and friends together. The design is fun and homely with a sense of relaxation and enjoying the moment. The colour for each varietal reflects the seasons, as well as day and night. THREE’S -A- CROWD has great shelf impact and strong branding, which was important to stand out from the often old-fashioned, conservative cask.
In September 2021, not long after the initial launch of the white and red varietal pouches, we successfully secured an exclusive listing of THREE’S -A- CROWD at First Choice Liquor Market stores nationally. Today, the products are moving well and as such we have launched the THREE’S -A- CROWD Rosé in June 2022, which is also being listed by all First Choice Liquor Market stores.
We have received positive feedback from our partners here in Australia and have received new enquiries from distributors in overseas markets. We can confidently say it is the packaging of THREE’S -A- CROWD itself that has been the initial attraction of buyers to the product.
