packXplore Conference
The Intersection of Engagement, Innovation, Design, & Sustainability in Wine Packaginge

Wednesday, May 25th, 2022
An In-Person Event

Add to Calendar 05/25/2022 08:45 AM 05/25/2022 04:00 PM America/Los_Angeles packXplore packXplore is dedicated to helping wineries and wine brands discover and navigate the wide world of wine packaging. Featuring experts, insiders, and case studies—exploring the intersection of Design, Innovation, Consumer Engagement, and Sustainability. For more information visit https://packxplore.com Hyatt Regency Sonoma Wine Country, 170 Railroad St, Santa Rosa, CA 95401 Wine Industry Network info@packxplore.com false MM/DD/YYYY 1000 packXPlore

packXplore is a Wine Industry Network conference dedicated to helping wineries and wine brands discover and navigate the wide world of wine packaging. Featuring experts, insiders, and case studies—exploring the intersection of Design, Innovation, Consumer Engagement, and Sustainability.

"Packaging is such an important element in the marketing of wine and while we talk about it a lot, it's not enough. It's a topic that's been underserved in our industry, and we felt compelled to address that with the launch of packXplore." - George Christie, President & CEO of Wine Industry Network

This is a 'pre-registration only' event. Ticket sales close at 9:00pm (PT) on 05/24/2022. Walk-In registration will not be available.

Register Now

Early-Bird Price: $150

Regular Price: $250

Includes Access to the Conference Sessions, Table-Top Exhibits, Lunch, and Networking Social.

Symposium Program & Schedule


Registration / Check-In / Coffee & Pastries

7:30am - 8:45am

Enter through the Hyatt's Main Lobby and follow the signage to the Conference's registration / check-in area. Grab your name badge then hang out and mingle while enjoying some coffee and breakfast pastries before the conference begins.


Symposium Topics

Welcome and Introduction

8:45am - 9:15am

Welcome + Introduction

Objective: To explore the intersection of engagement, innovation, design, & sustainability in wine packaging.

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Welcome / Introduction

George Christie

President & CEO / Wine Industry Network

Session #1
Performance by Package Type; Emerging Trends in the Marketplace

9:15am - 10:00am

Description

This data driven session will highlight past performance by package type by channel and by region. A special emphasis will be on the performance of innovative packaging and how consumers are responding by age group. The goal of this session is to make a case, based on the trends, for what opportunities may exist for producers going forward.

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Speakers

Peggy Gsell

Client Business Partner / NielsenIQ

Meghan Sheldon

Innovative Director / BASES BevAl Team, NielsenIQ

Break: 10:00am - 10:15am (PT)

Session #2
Breaking Glass Norms in Wine

10:15am - 11:00am (PT)

Description

This session, presented by Dennis Sones of ByQuest, explores how wine brands might rethink how they go to market, such as breaking free of the traditional 'norm' idea that a certain varietal of wine must conform to a particular bottle profile and how those self-imposed restrictions actually limits the potential expression of the brand. Coming out of the pandemic, consumers may be more receptive to 'new' expressions in wine packaging more than ever before. There are more options for wine brands to consider, including new wine bottles that have sustainability values and new tactile features. This presentation hopes to inspire new thinking about wine packaging which we think is ripe for the picking, right now.

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Speaker

Dennis Sones

Vice President of Sales & Marketing / ByQuest

Break: 11:00am - 11:15am (PT)

Session #3
Creating a Consumer Experience with Wine Packaging

11:15am - 12:00pm (PT)

Description

Studies show that attractive packaging stimulates the reward-seeking areas of the brain that are associated with happiness. For wine brands, the packaging is a part of the overall customer experience. If it can incorporate a brand story, along with a compelling Call to Action, packaging can be so much more than just a box to hold wine.

As a portion of wine sales move to ecommerce, the role of packaging is more important than ever. In this session, Shana will go over how you can turn your DTC wine packaging into a consumer experience. She will be showcasing example packaging from wine and other ecommerce brands, as well as tips for how to make customers want to share an unboxing video on their own social media accounts, or how to get your customers to want to learn more about your product.

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Speaker

Shana Bull

Owner / Shana Bull Digital Marketing

Lunch (Outdoors)

12:00pm - 1:00pm

Enjoy a beautiful outdoor buffet lunch in the Knights Valley Garden specially prepared by the Hyatt Regency Sonoma Wine Country Chef.

Sponsored By:


Mixed green salad with Belgian endive, dried cranberries, spiced walnuts, white balsamic vinaigrette
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Farfalle pasta salad with artichokes, roasted peppers, and apple cider vinaigrette
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Grilled chimmichurri marinated flank steak
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Orange – horseradish crusted sea bass with citrus beurre blanc
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Basmati rice pilaf
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A la cart desserts

Session #4
Innovation Showcase

1:00pm - 2:00pm (PT)

Description

Wineries are always on the hunt for the packaging that will give their wine, and brand, an edge in the market. This session will explore the latest innovations in wine packaging by showcasing 6 cutting edge products by industry experts presenting these innovations and showing how they will make a difference for your wine quality, consumer engagement or sustainability goals.

Buckeye Corrugated Inc.

Sustainable Cold Chain Wine Shipping Solutions

Mad Kraken Media

An Augmented Reality Solution for Wine Labels

ByQuest

Wildly Crafted® Bottles for the Wine Industry: Rustic, Artisan, Small Batch production made from 100% Recycled Glass. Befitting your very best, limited production craft wines

G3 Enterprises - Label Division

Sustainable Label Stock Decisions

Labeltronix

Innovative Technology Creating Unique Experiences in Tasting Rooms & Events

Smart Plastic Technologies

Sustainable Stretch Film: Maximizing the Potential of Plastic

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Session #5
Brand Evolution vs. Brand Revolution?

2:00pm - 3:00pm (PT)

Description

For wine marketers, these questions are inevitable in nearly every brand's lifecycle:

  • How do you adapt your brand to remain relevant in a cluttered, competitive, and ever-changing category?
  • Is an evolutionary design refresh enough? Or is a more radical transformation necessary?
  • What about launching a new brand? Should it 'fit' comfortably with other established brands or blaze an unexpected new path?

Join Affinity Creative Group and its panel of accomplished wine marketing professionals as they explore these critical questions and others, via three case studies: An Evolutionary Rebranding, A New Brand Launch with 'Comfortable' Visual Cues, and A Provocative New-to-World Brand Unveiling.

They'll unpack the strategic considerations, challenges, and opportunities that drove each brand's decision, and discuss how they can help inspire, inform and galvanize your brand's growth.

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Speakers

Peter Allen

Senior Director of Client Services & Business Development / Affinity Creative Group

Hilary Berkey

Marketing Director / Raventós Codorníu

Brooke Crane

Graphic Designer / Affinity Creative Group

Jon Potts

Graphic Designer / Affinity Creative Group

Ed Rice

Executive Director / Affinity Creative Group

Networking Social

3:00pm - 4:00pm

Finish the day visiting with sponsors, exhibitors and other attendees at a networking session featuring hors d'oeuvres and select wines.

Meet The Experts


Speaker Bios

Speaker

 Peter Allen

Senior Director of Client Services & Business Development / Affinity Creative Group

Session: Brand Evolution vs. Brand Revolution?


Peter Allen serves as Senior Director of Client Services & Business Development for Affinity Creative Group. This San Francisco Bay Area creative agency helps clients build exceptional brand experiences through integrated branding, packaging design, digital marketing, and retail activation programs. Peter's 20+ years experience in brand consulting includes executive leadership roles at such global branding and design agencies as Landor Associates, Siegel+Gale, Turner Duckworth, and Sterling Brands. In addition to wine, beer, and spirits, he's partnered with clients across a broad range of categories, including food and beverage, personal care, pet, retail, hospitality, healthcare, technology, financial services, education, and nonprofits.


Speaker

 Hilary Berkey

Marketing Director / Raventós Codorníu

Session: Brand Evolution vs. Revolution?


Hilary Berkey is the North American Marketing Director for Raventós Codorníu, based at Artesa Vineyard & Winery. Born in the Willamette Valley, Hilary fell in love with wine in the sundrenched vineyards of South Africa, which led her to an MBA and MS in Viticulture at CalPoly San Luis Obispo. With over sixteen years in consumer packaged goods, primarily in beverage alcohol, Hilary has experience in portfolio management, brand marketing, shopper marketing, and market research and analytics. Hilary’s certifications include both WSET Diploma and Certified Sommelier, and she is currently Chair of the Carneros Wine Alliance. Pinot Noir is her favorite varietal which makes working at Artesa a passionate pleasure.


Speaker

 Shana Bull

Owner / Shana Bull Digital Marketing

Session: The Connection Between Social Media & Wine Packaging


Shana Bull, is a Digital Marketing Educator, Best-Selling Children’s Book Author, and Freelance Writer. She has been in wine marketing for over 13 years now.

Shana has worked with big brands like Kendall Jackson, Ménage à Trois Winery, Rodney Strong, as well as lots of small producers all over California. She has also worked with a number of Fortune 500 companies, such as: HP, Xbox Media, L'Oréal and Union Bank. Her true passion is helping small business owners and marketers feel confident with creating social media content, telling their stories, and connecting with their audience, online.

She is a published writer on wine, food, social media, parenting, mental health, and travel, as well as teaches classes on social media marketing.

Shana was named one of the top ‘40 under 40’ Young Professionals by the North Bay Business Journal in 2017, and was recently featured by LinkedIn Marketing Solutions as a ‘Marketer You Should Know: 16 Brilliant Thinkers to Follow’ on LinkedIn, in 2021.

She can be found on Instagram/Twitter at @sharayray, and LinkedIn at Shana Bull, or you can download her *free* Social Media Marketer’s Checklist at ShanaBull.com/daily-checklist.


Speaker

 George Christie

President & CEO / Wine Industry Network

Symposium Moderator


George Christie, a New Jersey native, settled in Sonoma County after college in 1991 where he quickly realized that the wine industry was where he wanted to concentrate his efforts. Since that time, he has been involved in nearly every aspect of the wine industry, from vineyard operations and grower relations to distributor realignments and national marketing campaigns. Always an active member in the wine community, Christie has also held board positions with the Russian River Wine Road, Winegrowers of Dry Creek Valley and the Sonoma County Vintners. In 2008, George and his wife Tami, along with the Saini Family, partnered to create Saini Vineyards, a winery specializing on Old Vine Zinfandel from Dry Creek Valley.

In 2009, with Elizabeth 'E' Slater, George launched the Wine Industry Network (WIN). What began as an online directory has evolved over the years into one the leading B2B marketing and media companies serving the wine industry. WIN works with over 600 industry product and service providers and produces the Wine Industry Expo (WIN Expo), the 2nd largest trade show for the wine industry, along with the packXplore Conference, the Wine Industry Advisor news site and the Afternoon Brief daily news email with over 35,000 industry subscribers.


Speaker

 Brooke Crane

Graphic Designer / Affinity Creative Group

Session: Brand Evolution vs. Revolution?


Brooke is a strategy-minded graphic designer with 10+ years of experience in the alcohol beverage category. With a strong foundation in multimedia, marketing, and print design, she thrives on finding cohesive and impactful ways to help brands communicate their message to consumers. Because of her background in print production, she has a deep understanding of the nuances in package design and how digital designs translate into physical pieces.


Speaker

 Peggy Gsell

Client Business Partner / NielsenIQ

Session: Performance by Package Type; Emerging Trends in the Marketplace


For the last 25 years, Peggy has worked across a variety of different functions and departments within the wine industry. She is currently employed at NielsenIQ, a leading supplier of sales data, analytics, and consumer insight. As a Client Business Partner, she has worked closely with wine clients over the last eight years to better understand industry trends and uncover opportunities for growth. Prior to NielsenIQ, Peggy worked at Boisset Family Estates, Treasury Wine Estates, and Sebastiani Vineyards in Brand Management, Sales Reporting, and Market Research roles. She has her B.S. in Business Administration from U.C. Berkeley and her M.B.A. from Boston University.


Speaker

 Meghan Sheldon

Innovative Director / BASES BevAl Team, NielsenIQ

Session: Performance by Package Type; Emerging Trends in the Marketplace


... bio coming soon.


Speaker

 Jon Potts

Graphic Designer / Affinity Creative group

Session: Brand Evolution vs. Revolution?


"I love to make it, design it, and drink it." - Jon Potts, Affinity Creative Group. Jon Potts is a graphic designer and illustrator with 15 + years of experience designing for the wine and spirits industry. Jon started his career in New York City, focusing on advertising for spirits brands. After a few years of developing major ad campaigns, he took a full dive into package design and has loved it ever since. Jon is a self-proclaimed nerd when it comes to all things wine, craft beer, and cocktails–– he even brews his own unique beers at home!


Speaker

 Ed Rice

Executive Director / Affinity Creative Group

Session: Brand Evolution vs. Brand Revolution?


Ed Rice is the Executive Director at Affinity Creative Group, Mare Island, CA. With over two decades in agency management, Ed has extensive experience in account supervision, brand strategy, identity, design, and client development. From Wharton undergrad to U.S. Naval Officer, to Lucas' THX technology marketer, to Landor Associates Managing Director and more, Ed has enjoyed a great ride. Ed says his current time at Affinity Creative Group is particularly gratifying, as the agency and its multi-discipline team members offer clients the best of all worlds—experience, talent, and passionate, entrepreneurial drive.


Speaker

 Meghan Sheldon

Innovative Director / BASES BevAl Team, NielsenIQ

Session: Performance by Package Type; Emerging Trends in the Marketplace


... bio coming soon.


Speaker

 Dennis Sones

Vice President of Sales & Marketing / ByQuest

Session: Breaking Glass Norms in Wine


As Vice President of Sales and Marketing for ByQuest since 2016, Dennis works with some of the biggest Wine and Spirits brands such as Constellation, Treasury Wine Estates, Trinchero, Delicato, Don & Sons, 3 Badge Beverage, Gallo, Pernod Ricard, Bacardi, Beam-Suntory, Diageo, Heaven Hill, Campari, etc., as well as innovative start-ups. This broad customer base is enabled by the company having two significant production facilities: one in Northern California Wine Country and the other along the Bourbon Trail in Kentucky. ByQuest does a lot of work in new product development and is unique in its market offering as the Brand Package Realization® company, which means connecting the right package profile with the most powerful creative expression, to help Brands stand out. ByQuest is the only company that provides glass, stoppers, decoration, cartons together with an ability to translate a brand-idea into innovative, tangible, physical packages.

Recognizing the importance of sustainable packaging, ByQuest has developed two new glass product lines: Wildly Crafted® spirits and wine bottle collections and Vintage Forward™ bottle collections. Each has glass made with Infinite Way® branded, 100% recycled beverage bottles that makes sense for the environment and can be a valuable marketing claim for brands. See more at www.byquest.com

Dennis is a California-native, born on the Monterey Peninsula. He is a graduate from Claremont McKenna College and attended Stanford Business School Executive Program in Strategy and Organization, and now resides in the town of Sonoma.


2022 Exhibiting Companies

Become a Table-Top Exhibitor


BCI

Houston, TX  77038

www.bcipkg.com

designer, manufacturer, corrugated, displays, wine packs

ByQuest

Stockton, CA  95206

www.byquest.com

brand package realization, sustainable wine bottles, bottle decoration, spirit bottles

Free Flow Wines

Sonoma, CA  95476

www.freeflowwines.com

sustainable packaging, copacker, canning, kegging, alternative packaging

Labeltronix

Anaheim, CA  92806

www.labeltronix.com

labels, sleeves

Mad Kraken Media, Inc.

Sherman Oaks, CA  91411

www.madkraken.net

virtual tours, augmented reality, virtual reailty, panoramic photography

Monvera Glass Decoration

Richmond, CA  94124

www.monvera.com

decoration, labels, screen printing, UV printing

Multi-Color Corporation

Napa, CA  94558

www.mcclabel.com

wine labels, spirits labels, shrink sleeves

Smart Plastic Technologies, LLC

Buffalo Grove, IL  60089

www.changetheplastic.com

sustainability packaging, plastic

2022 Conference Sponsors


Lunch Sponsor


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