Stack Wines Innovates Again With New Packaging And Nationwide New Product Rollout

The Stack Wines concept is a complete deviation from any traditional wine packaging vehicle. The elegant stemless "glasses" come pre-filled with quality California wine, zipped into a convenient shrink-sleeve that is the same dimensions as traditional wine. Users simply: zip loose the sleeve, snap apart the glasses, and peel back a foil seal to sip.

The new packaging utilizes language and graphics to show users intuitively how to use the product proclaiming, "zip, snap, sip" and the tagline "Take it with you." Other changes include a see-through sleeve, pairing notes, and lifestyle suggestions for scenarios where Stack prevails over traditional wine bottles, such as places where glass isn't allowed.

 

"The creation concept behind Stack Wines was to provide consumers an opportunity to drink wine in more casual, social settings like at concerts or a picnic without the need for glassware and corkscrews," explains Jodi Wynn, VP of Marketing and co-creator of Stack Wines. "The re-branding effort instantly conveys to customers that we're a sophisticated quality wine product they can take on-the-go."

 

Each bottle of Stack's Cabernet Sauvignon, Pinot Grigio, Chardonnay and Charisma has distinct usage suggestions based on the varietal of wine along with food pairing recommendations. This is an especially helpful shortcut for consumers when buying wine for entertaining or as a gift, when it's easy to become overwhelmed by so many choices and so little time for shopping. The new design boasts bold and consistent usage graphics on products and cases, which also double as point of sale vehicles; a major benefit to retailers from an operational and retail support standpoint.

 

For the re-branding effort Stack Wines partnered with Commune Advertising, a Los Angeles based Creative Strategy agency. Commune was asked to create a design that better communicates use and benefits of Stack Wines to consumers, which was a challenge early on for Stack Wines considering the uniqueness of the product. Commune's "big-agency strategic-insight", combined with the nimbleness of their small agency creativity and hands-on relationships were the perfect match for the non-traditional approach preferred by Stack Wines.

 

Stack took the relaunch opportunity to roll-out Charisma, a custom red blend.  Charisma has a sweeter flavor profile than the other Stack varietals and was developed in direct response to overwhelming Stack consumer demand.  Charisma, like all Stack varietals, is a premium wine that is refreshing, fruit forward, and reflects true flavor profiles and appeals to the broad tastes of wine lovers at all levels of sophistication. "Charisma demonstrates the flavor palette a Merlot drinker looks for with a hint of sweet that is right on-trend," said Stack Wines in-house sommelier and co-creator, Doug Allan.

 

Effective January 15, 2013, Stack Wines appointed Shaw-Ross International Importers as the exclusive domestic importer of Stack Wines.  Subsequently, Shaw-Ross will be responsible for all sales and marketing activities for Stack Wines in the United States. Shaw-Ross is currently setting up distribution efforts throughout the United States. "The innovative spirit and vigor of the Stack Wines team coupled with the extensive industry experience of Shaw-Ross make this relationship a perfect match," explains Matt Zimmer, Stack Wines founder and CEO.