- 2021 PACKWINE
Forum Opening
with Robyn Haworth - KEYNOTE ADDRESS:
Robert Joseph - SPEAKER 2:
Dr. Armando
Maria Corsi - SPEAKER 3:
Paul Baggio - SPEAKER 4:
Gemma West - SPEAKER 5:
Dr. Larry Lockshin - SPEAKER 6:
Tim Nowell-Usticke - SPEAKER 7:
Ben Luker - SPEAKER 8:
Ralph Moyle - SPEAKER 9:
Dr. Rebecca Dolan - SPEAKER 10:
Greg Stokes - SPEAKER 11:
Jakob Mesidis - 2021 PACKWINE
Forum Closing
with Robyn Haworth - 2021 Design Awards
Presentation with
Hans Mick &
Sonya Logan
2021 PACKWINE Forum Opening with Robyn Haworth
Brought to you by Winetitles Media
Winetitles Media’s Robyn Haworth welcomes delegates to the 2021 PACKWINE Forum & Expo, a unique event that brings together winemakers, packagers, suppliers and other industry professionals, all with a focus on the role of packaging in the Australian and New Zealand wine sectors.
The exciting, challenging times for wine packaging
Robert Joseph
The packaging of any product will become the focus of increasing attention over the next few years, often obliging producers and distributors to make some very complex decisions. On the one hand, there is the clash between functionality and consumer demand. Winemakers, especially in Australia, know that screwcaps are a more efficient way to seal a bottle than corks. But globally, consumers daily vote with their wallets by buying closures that need a corkscrew. Environmentally, heavy bottles are a disaster, but they still help to sell premium wine.
Many winemakers hate the idea of 'luxury wine' but plenty of people want to buy it - quite possibly in a gift box and at a price that may help to pay for other cuvées that are closer to the purists' heart. At the other end of the scale, how ready is the industry to embrace an – environmentally-friendly – move to selling wine on draught. Bulk shipping is undeniably ecologically preferable but raises quality control and - in some places - employment issues. In addition to these, there is also the impact of changes in distribution and communication. Tomorrow's consumer is more likely to be buying online - quite possibly using their voice - and never seeing the product until it arrives. Will increased DTC distribution and digital marketing lead to customising labels to suit particular groups of consumers? Chinese consumers may not be as much of a focus today as they were, but current differences will blow over and Australian – and other – producers will still have to consider the way packaging that suits local consumers plays in a wide range of other markets.
Does the end justify the means?
How to revisit your wine marketing plans in times of disruption
Dr. Armando Maria Corsi
The beginning of every year is always characterised by the desire to predict future marketing trends. This aspiration gets even stronger in years such as those we are experiencing right now, as we feel the world is changing rapidly and we should try to find ways to keep our businesses alive. Just as this impulse is strong, however, so too should be the desire to ask ourselves what these hypothetical changes entail for our marketing activities. Are we sure that what’s happening around the world has really been changing the marketing objectives we should pursue as a company, or are the suggestions we’re hearing more simply different means to reach the same old goals?
Wine packaging technologies help winemakers keep their edge
Paul Baggio
Packaging and labelling technologies for wine, just like bottling processes themselves, have advanced significantly in recent years. In his presentation, Della Toffola Pacific managing director Paul Baggio will discuss these changes and the benefits to the business of winemaking. Specifically, he will delve into the factors driving change, as well as the advantages of upgrading bottling lines and adopting automation. Paul has more than 25 years in the local industry and has navigated Della Toffola Pacific to becoming synonymous with leading process vinification technologies and one of the truly dominant suppliers to the Australian and New Zealand wine industries.
Driving Innovation in wineries and packaging – mindset, customer and tools
Gemma West
What makes new products successful? Whether it be a widget or a new wine, the product must solve a customer’s problem. Every company has had successful and not-so-successful product launches, and it can be difficult to determine why. The answer lies across your value chain processes, and often it’s not one factor that is causal. One thing is certain though – the “If we make it, they will buy” mentality that was common in the industry 20 years ago no longer cuts it for brands without a cult following.
Gemma's article can be found in the
Grapegrower & Winemaker June 2021 edition
or download FREE via the button below:
Adapting wine packaging for international markets
Dr. Larry Lockshin
With volatility in export markets due to China’s imposition of high import taxes, it is important to consider packaging requirements for both domestic and international markets. Some marketers recommend adjusting packaging for specific markets to highlight colours or styles that might be more attractive than those used for domestic markets. Others recommend keeping all packaging the same regardless of market.
Dr. Lockshin will focus on research comparing adjusting packaging to suit specific international markets versus keeping one style for all markets, including domestic.
Regional sustainability through the lens of adapting packaging to the 21st century
Tim Nowell-Usticke
What does it mean for the grape and wine sector to be sustainable on a regional level? And how can a wine business embrace sustainable practices to build a stronger industry? As a wine packer who ‘learnt his commercial chops’ in the ‘80s, Tim says the main motivating factor behind business decisions used to be the financial bottom line. However, when businesses today strive to be sustainable in the wine world, the focus now is on the triple bottom line of people, planet and profit.
Alternative packaging in the Australian market: consumer perceptions
Ben Luker
It’s a good time to be thinking about wine packaging formats. In a wine category dominated by the ubiquitous 750ml bottle, alternative formats provide an opportunity for producers to tap into drivers that the traditional glass bottle may struggle to deliver on – convenience, sustainability, serving sizes, etc. However, as logical as the case for these formats may be, the probability of success will be limited unless consumer perceptions of these alternative formats are understood, especially in context with the 750ml bottle.
Sustainable packaging for the wine industry and what the 2025 National Packaging Targets will mean for businesses
Ralph Moyle
Ralph will discuss what sustainable packaging looks like for the wine industry, including primary, secondary and tertiary packs. His webinar will also guide wine businesses through the 2025 National Packaging Targets and operators’ responsibilities to minimise their packaging wherever possible within their supply chain.
Ralph will provide best practice examples of sustainable packaging and some tips that winemakers can implement into their business.
Ralph has provided a copy of his presentation for FREE download:
#Sponsored; How should wine brands collaborate with influencers, and what’s the point?
Dr. Rebecca Dolan
The wine industry is recognising the increasingly relevant role of digital marketing as a valuable and appropriate tool to reach and engage with consumers. Rebecca will delve into one specific marketing tool being used in the digital space by an array of brands: influencer marketing. Specifically, she will discuss the notion of influencer marketing effectiveness which is described as when brands and influencers work together to achieve consumer acceptance of a brand message (e.g., a social media post), and enhanced brand engagement.
Adapting to alternative packaging – wine in a can
Greg Stokes
Like another great Australian invention, the ‘cask’ in the 1970s, wine in a can has revolutionised wine consumption and is currently the fastest growing wine category, globally. Since the 1930s, there have been many attempts to can wine but, without exception, all these failed. It was not until Australian inventors Greg Stokes and Steve Barics completed the development of the Vinsafe technology in the early 2000s that it became possible to can wine successfully. However, introducing an innovative alternative packaging format to wine producers was not easy.
Consumer perceptions of alternative wine packaging
Jakob Mesidis
While we all know that over time alternative wine packaging will play a vital role in the wine industry’s future, do consumers share our enthusiasm and do they have preferences for specific packaging types? Jakob’s presentation will take a look at what packaging types, what kinds of messages and how brand and price contribute to motivating consumer trial of alternative wine packaging. In doing so, we also briefly consider how many and what types of consumers are most likely to trial these packages.
2021 PACKWINE Forum Closing with Robyn Haworth
Brought to you by Winetitles Media
Robyn Haworth from Winetitles Media closes the 2021 PACKWINE Forum & Expo.
PACKWINE Design Awards 2021
Brought to you by Winetitles Media
In this special presentation, the winners of the 2021 PACKWINE Design Awards are announced. With more than 100 entries to choose from, the judges have selected the year’s very best wine packaging designs. Presented by Australian & New Zealand Grapegrower & Winemaker editor Hans Mick and Wine & Viticulture Journal editor Sonya Logan.
Music sourced from Envato Elements.
