Apart from the cost and the quality of the bottles the following factors also have a role to play in the sourcing of the wine bottles. The bottles should be of traditional value and clearly present the variety of the wine contained therein. This customer appeal is an important factor in determining the bottle supplier. The bottle should also be capable of being accommodated in to the standard wine furniture. Any shape or size which is abnormal or non-standard may not be liked by the customers. Next issue that determines the use of proper bottles for wine merchandise is the color of the bottles.
Since the wine industry is scaling back on the radical design and color it is important that the bottles follow the traditional color schemes for the wines that are being followed in France or elsewhere telling on the traditional style of wine manufacturing. “Modern production techniques allow wineries to choose from a wide range of shapes, and some wineries take advantage of these new forms to grab a consumer’s eye. An unusual shape might be the difference between a customer taking a particular bottle home or leaving it on the shelf. ” (Derrick Schneider 2005) This underlines the importance of the shape of the bottle.
Though the wineries are at liberty to follow different shapes of bottles, it is important that the shapes appeal to the customer. Apart from the color and shape of the bottles, the cork or closure is also an important element that decides the source of the bottle supplies. Similarly the capsules for sealing the wine bottles are also considered as an important accessory in wine packaging. As per Jeremy Hay in the California wine industry “four colors of glass are generally used for wine bottles: amber, flint, deadleaf green, which is a lighter green shade, and a darker shade known as champagne green.
” However there will a lot of variations in the styles and shapes for each color. Apart from the color and appearance the most important consideration in the making of the wine bottle is size of the neck and the opening. Jeremy Hay (2001) says that “these design decisions are influenced by what a particular winery is striving for in terms of presentation–will the cork be foiled or not, what type and size of cork will be used, how long a neck is desired–as well as what kind of equipment the winery uses”.
The California glass company is the largest supplier of wine bottles in the region who supplies bottles to hundreds of large and small wineries in and around California. The California glass company sources its bottles from Owens-Brockway who is one of the major producers of wine bottles operating in California. The other two large manufacturers are Saint-Gobain Container and Gallo Glass Company. The Gallo Glass Company makes the wine bottles exclusively for Gallo Wines.
Jeremy Hay (2001) reports that Owens-Brockway produced more than half of the bottle requirements of the California wine industry in the year 2001. According to a report by the industry consultants Motto Kryla and Fisher, in the year 2000, these three companies together manufactured almost 75 percent of the total requirement of wine bottles for the California Wine Industry. In the same year while the contribution of the California wine industry to the economy of the state was $ 33 billion the wine bottle industry accounted for $ 1. 7 billion in revenue and distributed $ 70 million as wages to workers.