I’ve commented to friends in the past that wine has become a commodity. There are so many options, that wine producers need to do something different to break through the clutter. If you read the copy on wine labels and advertising, it all starts to sound the same. In order to do something different, some producers are looking at enhancing the wine drinking experience, and I think this is an area that’s ripe with opportunity.
I came across a company from The Netherlands that is seizing this opportunity with a wine package design that unfolds and converts into a wine tasting game. For those consumers who want to learn more about wine, they provide all the tools you need for a small wine tasting party in one package (except for the glasses).
The package includes four bottles of wine, stickers to cover the wine labels, a pamphlet with instructions and descriptions of the wines and a box that unfolds to become the game board. The idea behind a wine tasting party like this is fairly simple and anyone could do this on their own, but having it all come in one package makes it convenient for a last minute party activity.
They are selling the wine tasting game to consumers in the Netherlands under the 4 x Proeven name. And they’re marketing the concept as “TryVertising” to wine producers in the US under the name Taster Game.
I’m sure you’ll be seeing these in wine shops near you in the not-to-distant future.
Tim, great find. Really interesting. However I wonder what the consumer’s perception will be. If the usual “Coca-Cola” winery suspects are the only ones to sign-up and integrate this into their package offerings, the image portrayed won’t be that favorable and this will end up being an offering for entry level wine drinkers. If quality wineries sign-up, then this could turn to be really interesting.
Tim: I laughed when I saw you’d posted this. Kevin Dugan sent me a link to Springwise where they talked about this game and “tryvertising.” I have a post going up tomorrow, actually (pre-scheduled) on this game and on another one that I actually have my hands on. Whereas you see it from a marketing perspective, I see it as adult learning. That’s so fantastic!
I agree, Marco. Bad wine could ruin this great idea. Unfortunately, that’s where it could land if highbrow producers perceive it as too gimmicky.
Honestly, I think this is more geared toward entry level wine drinkers. But if it’s packed with quality wine, it could help convert them into loyal, lifetime wine drinkers.
Wow. This is a really great post. I think it will allow casual wine drinkers like my self to explore new wines while possibly learning more about them. Thanks for sharing, and I look forward to reading more.