Janoschka magazine Linked_V8_2023

24 i n s i g h t s
issue #8 ©
l i n k e d
25
BLOSSOMING SUSTAINABILITY
The labels on the aptly named Italian organic wine
brand “The Flower Pot” ensure that the life cycle of
the wine does not end once the bottle is empty. Made
from environmentally friendly seed paper, it is the
world’s first and only wine label from which flowers
actually grow. All you need to do is to peel the label
off the bottle, place it in a flower pot or flower bed
and water it … Soon, according to the developers, you
will behold a colourful potpourri of flowers. It not only
looks great, but creates “a few flowers more” of habitat
for bees and other insects.
EACH WINE MUST BE SERVED
AT THE RIGHT TEMPERATURE
Labels concealing a very different kind of “add-on”
are affixed to a white wine from the Lake Constance
region in Germany. Dew forms pearls on the champagne-coloured
bottle. The label is minimalist, exhibiting
a simple elegance with plain lettering set against
green water colours. But when chilled, the shape of
Lake Constance gradually appears in a watery blue
hue as if the fog were lifting. Once the whole lake
has emerged, you know the wine has reached its
correct drinking temperature: 8 degrees Celsius. This
cuvée comes with a thermal label that changes with
the temperature to create this special effect.
The vibrant labels are part of an extensive sustainable
marketing strategy pursued by the private winery
Franz Wilhelm Langguth Erbe. It begins with the
origins of the Flower Pot wines in southern Italy. All
three, Pinot Grigio, Rosato and Primitivo, are produced
using fully certified organic viticulture that protects the
soil as well as the fauna and flora. The whole packaging
concept is geared to sustainability. The Flower Pot
wines not only have a “blooming label”, they are also
sold in significantly lighter bottles made from recycled
glass and weigh just 360 grams. Since lighter bottles
are easier to transport, this cuts CO2 emissions. The
company’s use of green electricity during production
and its support for the bee conservation initiative “Projekt
2028” launched by HektarNektar round off the
sustainable wine concept.
The name and the exuberantly coloured label with its
varied life sprouting from the “Flower Pot” lettering
and buzzing with bees communicate everything that
is special about this marketing idea and are an eyecatcher
on any wine shelf.
The online wine dealer Hawesko uses the same principle.
For its young and exclusive own brand “Fleur de Fruit”, the
company has transferred the successful concept of special
editions to wine. Differentiation is the name of the game,
after all, and that works best as part of an overall marketing
strategy using innovative packaging solutions. In the case
of “Fleur de Fruit” wines, one rosé and one white, labels
that react to temperature reflect the sophistication of the
two Atlantic wines: their freshness and light aromas fully
unfold once the wine reaches the perfect, cool drinking
temperature. And when is it that? Once the flowers on the
label bloom in full colour.
Wine label design can combine innovation, art and marketing
to superb effect. If the producer is open to new and
original ideas, labels can become marketing strategy instruments:
they tell stories, communicate the taste and personality
of the wine with the power of suggestion, and form
an inner connection between the wine and the consumer
that goes far beyond their visual elements. In that way, they
stand out from the sea of wines and awaken desires.