Reeling in Wine Consumers

This is driving a whole new look at branding and packaging in the wine business that Sage describes broadly as “taking the stuffing out of the shirt.” It all started, he says, with “Australia’s Yellow Tail brand, which spawned the movement we call Critter Brands–labels that make you feel good, imprinted with the brand names of ‘user-friendly’ brands like Blue Dog, Black Cat, Rock Rabbit, Red Truck, and Smoking Loon, among countless others that are designed to be approachable, familiar, and non-intimidating to marginal wine consumers.”