MCC Works with Chilean Producer Undurraga to Launch New Shrink Sleeve Program
The growth of single serve and ready-to-drink offerings amongst wine and spirits producers worldwide continues to grow. Chilean producer, Undurraga, partnered with MCC Santiago, Chile and catapulted itself into this market with a complete update to its offering. Undurraga Sparkling Brut in can format was an innovative project within the Chilean wine industry, both for the concept of having a sparkling wine in a can, and to be the first winery to do it. The objective was to reach a young audience that felt comfortable with the format, by using bright metallic orange colors that would attract the attention of the consumer.
One of the challenges came with capturing the intense percentage of the orange color that the design called for, with the metallic of the can. The team at MCC was able to successfully achieve this. It was a long process of learning, internal analysis, and trial and error. The MCC team worked diligently with the customer to ensure the product launched with optimal conditions.
After the success of the canned Brut, Undurraga Sparkling Sweet Moscato came along with younger consumers looking for sweeter flavors without losing freshness. It has been a key format to approach new consumers, to encourage product testing, and to increase consumption occasions.
The challenge here was a little more complex, since the purple color had to be adjusted very well so as not to lose the orange tone, and so that the two products (Sparkling Brut and Sweet Moscato) would be recognizable as being from the same product line.
In efforts to reach their sustainability goals, Undurraga also launched two wines from their Aliwen Reserva line in this format. Since aluminum is lighter and 100% recyclable, it was in line with Undurraga’s commitment and care for the environment. The design of this line is made with a watercolor illustration of pure native flora and fauna, giving value and awareness to the preservation of Chile’s natural resources.
The transitions to this new format with shrink sleeves have allowed the brand to increase the consumption occasion and product trial. In addition to being able to approach younger consumers, simplifying the world of wine a little more and attracting them with innovative packaging.
Magdalena Villasante, Marketing Manager for Viña Undurraga commented “MCC were the first to be up-to-date with this technology that was totally unknown to us, and in them we found some key partners to carry out these incredible projects. Professionalism and advice were fundamental, along with the approval of the labels, to achieve the impeccable results in the printing of our labels.”