Leading California wine maker, Robert Mondavi has announced something completely new in the world of wine: the 12-pack. A mainstay of the beer and soda world for decades, you will now be able to buy a 12 pack of 187ml (around 6.3oz) wine bottles.

The wine industry has often lead the way when it comes to pushing the envelopes on labels and packaging. Many innovations, such as high resolution full color label printing, that we now take for granted began because of the demands of wineries.

This innovation makes perfect sense. Robert Mondavi is making it more convenient for their customers to consume their product. It provides a great example of one industry copying packaging ideas from another industry and adapting them to their own purpose. That is one of the easiest ways to come up with new and innovative packaging ideas, but it does take thinking outside the box.

This is bound to be a big success and we will soon see a number of wineries offering these convenient 12-packs, or different variations on this theme.

By Peter Renton.


One Response to “Robert Mondavi Thinks Outside The Box”

  1. Peter May on June 20th, 2007 11:55

    I doubt that ‘leading winemaker Robert Mondavi’ announced any such thing since he is no longer involved with the company that bears his name after being forced out — see http://online.wsj.com/article_email/SB118186402937636078-lMyQjAxMDE3ODExNTgxNjU0Wj.html

    Secondly, selling packs of 187ml wine bottles is not innovative. I saw Sutter Home (among others)wine packs on sale in the US years ago, and the Sutter Home site lists packs of 24 187ml bottles.

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