Debuting across the Fetzer Vineyards collection, the package refresh includes updated graphics, colors and tagline, and a reimagining of Fetzer’s hallmark tree icon, enhanced with a water drop to signal a heritage of resource conservation.
The new tagline, “Building a better tomorrow, since 1968,” is a nod to Fetzer’s sustainable roots and regenerative approach to business, while the winery’s foundational B Corp Certification is prominently called out on the capsule and back label. Driving support for the package update is a refreshed website and 360-degree communications campaign.
“While Fetzer has long been known as a champion of sustainability, the enhanced package allows us to truly embody what it means to lead with purpose,” said Rodrigo Maturana, svp-marketing. “Dialing up the prominence of B Corp Certification and enhancing our sustainability messaging with easy-to-read icons enables us to quickly convey our better business commitments and stand out at shelf for today’s busy consumers.”
Fetzer says that unlike other wines in the commercial popular segment, it offers sustainability within reach for shoppers who find products grounded in good in every aisle, and expect this same values-aligned offering from wine. Fetzer proudly carries the globally recognized B Corp Certification—the B stands for “benefit,” and refers to benefiting workers, the community, customers and the environment—as well as TRUE Zero Waste and CarbonNeutral® certifications, each now clearly called out on the back label.
Research shows that nearly six in 10 consumers are willing to change their shopping habits to reduce environmental impact, and 87% of Gen Y and 94% of Gen Z believe companies should address urgent social and environmental issues. “It’s exciting to be able to transparently highlight our verified performance across impact areas right on the package of our flagship wine,” noted Jessica Baum, director of regenerative development and sustainability for Fetzer Vineyards. “As consumers continue to call for brands to demonstrate social and environmental accountability, we are going beyond business and packaging as usual to show the good inside.”