Vivid Full-Bottle Graphics Entice Shoppers
By W. R Tish
Based on sheer volume of products, competition in the crowded wine arena is tougher than ever. It’s hard enough to stand out in a sea of labels, let alone expect retailers to stock an entire line. However, the new La Catrina line from Bronco Wine Co. is making a bold statement, not only with the top-to-bottom, blazing-color images, but also the fact that the six California wines works as a group.
And a festive group, at that—portraying a wedding party while also inspired by the 3,000-year-old Mexican tradition known as Day of the Dead, or Día de los Muertos. Although they coincide on the calendar, Día del los Muertos is not a Mexican version of Halloween. It is colorful and joyous, rather than dark and creepy; the two-day festival is filled with parties, costumes, singing and dancing. The theme is death, but the focus is on remembering deceased family members while embracing life now.
Just as important, the colorful graphic imagery of Día de los Muertos, led by the iconic skeletal character known as La Calavera Catrina has become recognizable in the American mainstream. Now, La Catrina is surrounded by other playful skeletons and in a vibrant wedding scene—with each bottle a character—making La Catrina a brand with broad appeal.
Art + Tech Meet Wine
The Bronco Wine Co. marketing team enlisted the talents of Sean Wells, the same artist responsible for the Day of the Dead Beer labels, who painted the wedding imagery for La Catrina. They also tapped a new high-gloss shrinkwrap technology developed by Hewlett Packard for the full-bottle graphics. Together, the art and technology combine to portray six distinct varietal characters that beckon consumers individually or aligned as a scene.
After La Catrina “crushed it” in three test markets (Arizona, New Mexico, Nevada), Bronco Wine Co. is rolling the brand out nationally, perfectly timed to join in a month of Halloween vibes—then prepared to keep drawing attention year-round.
Frontline-priced at $15.99, La Catrina offers retailers good margin with some flexibility for discounting. And the graphics are ready to do their song & dance, whether as part of a floor display or simply a countertop.
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