The presentation and packaging of wine
Order Instructions: Wine is part of the branded consumer market, where presentation is key, and some consumers are more interested in the look and feel of the bottle than in the contents. Of course, bottles are not the only container used to present wine to the consumer, bag-in-box, Tetrapack and cans all have a part to play. As far as labelling and packaging are concerned, they serve many purposes ‘ aesthetic, functional and legal necessity to name a few. Some people believe a well designed label will help sell a mediocre wine, whilst an exceptional wine may be overlooked because it fails to stand out visually.
2. Strategy and required sections
a) Presentation and structure: (20% weighting)
Assignments should include a declared word count and a bibliography correctly referenced throughout the body of the text.
b) Introduction: (5% weighting)
List the components of a bottle (or other container) that can be used to communicate visually with the consumer.
c) Information contained in labels: (35% weighting)
Discuss what can and must be expressed and communicated via the presentation of the wine.
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