Printex19 is the leading show for print, sign, display, label and packaging professionals and this year I was privileged to be a guest speaker to present my inside knowledge on wine label trends and the importance of end-to-end design.
I shared my insights on design trends, and dived into the specifics on how wine label design is only one piece of the puzzle. Good quality paper, print techniques and the correct application of embellishments can enhance the consumer experience by creating an emotional connection that is driven by tactile design. Heightening these elements can elevate a wine’s characteristics or aid in reinforcing the brand’s story. These features work twofold to increase the saleability of the product in the first instance, as well as to keep consumers engaged and coming back for more.
I was pleased to have such an outstanding turn-out to my presentation and it was an excellent opportunity to impart my knowledge on how to leave behind the world of mass produced, inferior wine and position your brand as a quality, high end product worthy of selection.
The show featured over 120 exhibitors as well as keynotes, masterclasses, panel sessions and workshops, and through this packed schedule I was able to absorb invaluable information from other leading industry experts to further drive our own innovation as well.
With a wealth of experience both nationally and internationally, if you’d like me to be part of your next event, please drop me a line.
As a seasoned traveller who undertakes several international trips a year, John Jewell implemented a new travel strategy in 2015, undertaking shorter, more frequent trips, allowing leads and subsequent projects to be followed up faster and more effectively. With 2016 well underway, what are John’s thoughts on the new strategy?
The new approach to travel worked incredibly well in 2015. It allowed for increased exposure to international trends and even more dedicated face-to-face time with existing clients. When you travel as much as I do, it’s important to continually evaluate and refine the year’s travel strategy to make sure the time spent abroad is as productive as possible for both myself and my clients.
John spent almost 3 months overseas in 2015, attending wine shows such as Prowein, London International Wine Fair, Bordeaux Wine Fair and the Bulk Wine Exhibition in Amsterdam. The time abroad is also used to visit retailers to identify emerging trends and any shifts in the market. Of his discoveries for 2015, John says,
Supermarkets and wine stores are ranging wine by flavour profile rather than grape variety (i.e. Red wines are listed as either light, easy of powerful. White wines are listed as dry, medium sweet or sweet and Rose is listed as either fresh or sweet. Sparkling is still listed under the sparkling category), this is a big change in the way wine is displayed and we’ve yet to see this reflected in Australian retail outlets.
The other shift that has become evident in the last 12 months is the move in London and China from conservative wine label designs to more modern and contemporary styles. Specifically in China, this change seems to be driven by young entrepreneurs having an increased influence on the market.
Year after year, John still believes Prowein in Dusseldorf is his most successful, saying,
I’ve been attending Prowein for 12 years now and it continues to be the stand-out. In 2015 I was booked out for 3 days straight with meetings every 45 minutes for 8 hours each day.
The continual success of John’s visits to Prowein means this year he’ll be accompanied by Melissa, another member of the JJD team to help in delivering even greater outcomes from the fair.
The extra pair of legs on the ground isn’t the only change for the year ahead, 2016 will also see John attending additional wine shows in New York, Shanghai, Singapore and Hong Kong.
With all this locked in and other plans in the works, 2016 is already shaping up to be a busy one!
It’s already been a busy year for John, his passport and his ever-growing insights into emerging wine trends throughout the globe. John is undertaking shorter, more frequent trips to the UK and Europe so that he can be responsive in sharing his international knowledge with his valued clients.
John recently attended ProWein in Dusseldorf Germany, which is now regarded as the biggest trading show in the world. John says…
Prowein is a fantastic opportunity for me to meet with as many international clients as possible in a concentrated period of time. These exchanges are incredibly productive and the resulting work often hits the office before I’m even back in the country.
John was back in Australia for a few weeks after ProWein before heading off to the London Wine Fair, which he has participated in since 2002. This year saw him conduct six meetings a day, primarily with distributors. Regarding developments in the industry, John said…
It’s interesting to note the move towards trendy, quirky wine label designs in the U.K. I’ll be keeping an eye out to see how this develops further in the coming year.
John will be back for a total of 13 days before heading off again, this time to Vinexpo in Bordeaux. Stay tuned for further travel updates on this and subsequent trips.
John’s latest travels saw him take in 14 cities in just 17 days, a whirlwind trip that was as productive as it was fast-paced. From Shanghai to London, Denmark to Sweden, each new destination saw John meeting with existing clients to discuss upcoming projects, as well as engaging with new clients, and researching and visiting printing suppliers.
The trip began with a 4-day stop at ProWine China and despite the initial hiccup of a missing plane ticket and an expired Visa, John says.
I had 4 solid days of quality meetings with clients, both existing and new, and all eager to get design work underway. The perfect way to start such a busy trip.
From ProWine it was off to Europe where, in addition to fostering client relationships, John took the opportunity to get out into the retail environment,
It’s imperative that I use these trips to study the shelves, see what designs are currently in the market in each location, and also take note of the way products are being displayed in-store. I filter all this back to the team and when I return we have a number of round-table discussions to identify new global trends.
It’s this process that ensures JJD is constantly at the cutting-edge of design. In addition to the market research, John says
I also get a buzz from seeing labels we’ve created out on shelves and performing successfully on the global stage. This is reinforcement not just for myself and the team that we are on-point, but it’s also reassurance for our new and existing clients.
During his travels, John was also looking to identify new technologies in printing and label application and was impressed by the calibre of suppliers he was able to unearth. If you’d like to take advantage of the knowledge John has acquired from his most recent travel, contact John Jewell Design.
Fast Five with John Jewell
What was your favourite show of 2014?
Without question, Prowein Dusseldorf. 10 years and still going strong, it’s one of the most powerful wine shows in the world thanks to the amount of trading that takes place and the professional manner in which it’s run.
Most beneficial show to attend?
I would have to say it’s a tie between Prowein and London Wine Show. We did some great business at both shows this year.
What did you take from your travelling this year?
It’s been interesting to see the current global trends in what people are drinking, as well as the evolving design styles in the different countries and how that will affect consumer attitudes and preferences in the future. I can’t say too much more – don’t want to give away all my secrets!
Why do you travel?
Quite simply, to build the John Jewell Design business. This occurs not only through face-to-face interaction with clients, but the market research undertaken on these trips is just as important to ensure the business can continue to grow and be relevant in the competitive design market.
What’s next for 2015?
I am planning shorter trips but more frequently throughout the year. This will allow us be more responsive in following up business opportunities, in turn, allowing us to better service our clients. We get such a great response from clients during these trips, but in a fast moving industry, these need to be followed up quickly or momentum is lost. This change to travel will really set the pace for the year.
John recently visited the Wine Industry Outlook Conference in Adelaide. John found the conference very informative.
John travels have seen him recently return from Prowein in Germany and Chengdu Wine Show in China.
Prowein – Germany
John spent his time in Prowein catching up with our European clients, meeting with potential new ones and, with what little time he had left, exploring & researching the international market discovering new styles, trends & labelling techniques in the wine industry.
John’s discoveries will help John Jewell Design develop an extremely creative and varied style of labels whilst also focusing on developing a portfolio of BIB designs that are both revolutionary in the packaging and the imagery.
John also travelled extensively throughout Germany meeting with clients and printers.
It is always fascinating to see what the world is doing in wine and beverage packaging and discovering new wine trends like the “Hugo” brands in Germany and the raft of fruit wine blended products in the market in Europe. It is particularly gratifying to see the explosion of Prosecco sparkling styles now available John Jewell
John also found a number of brilliant printers in Germany that can produce the packaging that the John Jewell Design team needs to be able to satisfy our creative desires. There are some exciting design developments on the horizon.
Chengdu Wine Show was a first for John and what an eye opener it was. With the help of Tyler John toured the show every day along with the other 100’000 people.
Claustrophobic but fun John Jewell
On John’s latest trip to the London for the LIWF was extremely beneficial to John Jewell Design, but what was even more amazing was the two weeks after.
He spent these weeks traveling Europe researching the wine market and the styles that are taking over the industry. This research is what has proven to develop John Jewell Design into one of the creative leaders that it is today.
From this research we have now produced another 40 innovative designs for our online catalogue with even more yet to be produced.
John recently attended the 2013 London International Wine Fair (LIWF) where he met with many of our existing UK and European clients. He also had meetings with several potential new clients.
After John attending a full three days at Prowein in Germany, John has made some amazing contacts along with an array of future business opportunities for John Jewell Design.
We received this testimonial from Saskia A. Prum after John’s trip to Prowein.
“Dear Mr Jewell, It was very nice to meet you personally at Prowein. Thank you again very much for your great design for our new labels. Great job of your team!”Saskia A. Prum
John was also given fantastic feed back regarding our bespoke labels and the quality of work that has been produced recently.
This year John’s annual trip to Prowein will continue. With him spending the full three days researching the market and looking for new innovative ways to design and produce effective wine labels. John will aslo be meeting with new and existing clients.