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CHAPTER 4

THE VALUE OF WINE

Brand identity, the exclusivity of the wine, its history, the price on the bottle, and how it is graded by experts are all factors responsible for the increase in value of a certain wine. But how can a winery influence these factors and have a positive effect in the minds of consumers?

One of the ways of doing this is through product packaging, which, besides being functional, facilitates product identification and ensures its guarantee of safety. The packaging must communicate and enhance the psychological profile of the brand, given that each brand, just like each individual person, has its own personality. To this end, labels play a central role in that they are elements halfway between information and promotion.

The product itself reflects the corporate image and specific profile of the company. High quality graphic design is fundamental to ensure that the bottle label captures and portrays all the desired marketing concepts.

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