Shoot Holes in tradition to Give Consumers a ‘Steal’
Design North Chairman Lee Sucharda Jr. says, “They were willing to take chances.” The end result is a brand that fosters perceptions that the Three Thieves consumer has “made a steal.”
The jug contains other features which are unusual in wines but that achieve branding objectives while considering the budget. One is the closure. The jugs use a screw cap rather than cork closures, which usually signal premium wines. Scommegna says the screw cap costs 2.5 cents per unit, compared with 30 to 50 cents per unit for cork.
Three Thieves labels are pressure-sensitive paper, flexo-printed and use just two colors.
Tetra Pak Vice President Jeff Kellar lists several additional benefits of the aseptic wine carton:
- A barrier layer prevents oxygen from entering the carton and potentially reducing shelf life.
- Aseptic cartons repel light, which over time can also impact product quality.
Shippers as appropriate floor displays
“You can’t buy that kind of placement” in a store, Scommegna says.