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Packaging an icon

The aura of Marilyn Monroe continues to raise eyebrows, this time in a sensuously designed boxed bottle of wine.

Although sales of beer have remained flat, the wine and spirits market are forecast to continue a vigorous five-percent annual growth rate, reaching $13 billion by 2007. At least some of the credit can be attributed to the launch of new products and the redesign of packaging by brands major, boutique, and everything in-between. Thus a case can be made for the importance of “up branding:” upscale products presented in ultrapremium packaging.

One example is Marilyn Wines, Inc., Napa, CA. Winery owners Robert and Donna Holder explain the intriguing intersection of Marilyn Monroe and their elegant wines: “Marilyn Monroe is one of the most sensuous and powerful icons of our era. To be able to ‘bring her home’ as a delicious Napa Valley wine in a stunning package that is highly collectible is an experience as unforgettable as Marilyn’s legend.”

Beginning with Marilyn Merlot in 1985, the combination of a playful idea and fine wine quickly caught on, earning critical plaudits and widespread popularity. Over the years, continuing acclaim from critics, collectors, and lovers of fine wine have led to the production of Marilyn Cabernet and Norma Jeane wines. And also the Velvet Collection, a proprietary blend of the winery’s finest red wine varietals, which debuted in October 2004. The winery offers a collectable boxed version for a 1.5-L magnum that should raise the eyebrows of even the most discerning wine aficionado.

Box construction

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