Stranger & Stranger
have teamed up with winemaker Truett Hurst and retailer Safeway to launch an
innovation initiative aimed at spicing up the look of our wine shelves.
Stranger identified 22
niches and buying occasions that might benefit from enhanced packaging and
developed a patented bottle sleeve that contains everything from quotes to
Kevin Shaw, Founder and
Creative Director of Stranger:
"The idea came from
our own No.13 pack. We created brands in a packaging format that stands
out and adds value, interest and gifting opportunities. The added real
estate that the over sleeve gives us has allowed us to engage with people in a
way that a tiny back label never can. Everyone just wants to pick up and read
The best ideas are the
simplest and we made them look striking and very individual. The launch
range is just hitting the shelves and we're developing new ideas every day.
I have to say that I
applaud the way that Safeway have so enthusiastically embraced the idea. This
is just the beginning. We're going to see a lot more interesting ideas in
the wine aisles this year."