Tuesday, November 24, 2009

Packaging Sells or Fools? A Good $4 Pinot Grigio Pretends to Be Worth More.

No, that is not perfume there on the right. But in the way-overcrowded world of package goods, packaging does count for plenty. You’ll find one example after another of packaging bravos (eg, Minute Maid) and blow-ups (Tropicana). So when I’m shopping a mid-range supermarket and I run across a bottle of Italian pinot grigio that looks like Voga’s, I’m automatically suspicious that this wine is dressed-up drabble.

Still, we’re currently testing cheap whites so the Pinot Grigio from Voga ICRF in Calmasino, Italy, “fell” into the shopping cart.

One nutshell description: The packaging of Voga Pinot Grigio 2004 caught our attention. Unlike virtually every other wine bottle on the shelf, Voga’s 2004 bottle is a perfect cylinder, with a large vertical logo imprinted on the bottle. Even the closure, which is a bottle neck that accepts a standard cork, is camouflaged by a black plastic cover that matches the diameter of the bottle to extend the cylindrical appearance.

I gotta inform you that the Voga website continues the hype...molto artistico, miei amici. Do visit because I was riveted by the flashy flash with semi-nude people and the home page’s suggestive photo. What do you think?

Today’s Signalwriter™ marketing opinion? The taste of Voga Pinot Grigio doesn’t meet expectation. So it’s a cheap lesson in over-hyping (the store discounted the already low price by 10%), a sort of alcoholic “Where’s the beef?” If anyone’s old enough to remember that campaign.

This interesting and quite comfortable-feeling bottle also presents today’s marketing lesson. Sizzle may sell the steak one time, but a very ordinary vin is no way to gain a repeat stakeholder base. Così spiacente, Voga.

1 comment:

Richard Laurence Baron said...

BTW, the Voga has been vanished - we consumed it all at dinner. So it's not paint thinner.