Packaging an icon (sidebar)

Revealing label

While the special boxed package is alluring, the bottle inside carries its own mystique. In fact, there’s more to the bottle’s label than meets the eye.

Specifically, it’s what Marilyn Wine co-owner Donna Holder refers to as a “peel and peek” label that was developed as a result of government regulations. The Tax and Trade Bureau, which regulates wine, does not permit nudity on wine labels, Holder explains. However, she felt that the imagery was of historical significance and thus she wanted to use it for the wines. An ingenious solution was developed whereby the provocative labels have a discretely printed clear overlay that can be peeled off. The overlay is printed with “sparkles on it in the appropriate places,” as Holder describes. The overlay is removed by fingernail starting at the upper right corner where lips are printed. Supplied by Rotocolor, the hand-applied flexo-printed labels are a three-layer structure: 2-mil white biaxially oriented polypropylene base/1-mil PP/2-mil clear BOPP.

The peel and peek labels first appeared on the 2002 vintage released (bottled) in October 2004, and also with the 2003 vintage released in October 2005. Marilyn is striking a different pose this go-around, one made famous by Playboy, the company through which the images were arranged.

Those interested in seeing the labels in more detail can visit Marilyn Wines’ Web site.

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