Fetzer, a brand of Fetzer Vineyards, Mendocino County, Calif., announced new packaging and platforms that highlight its commitments to responsible business, delivering a streamlined look that foregrounds its forward-looking sustainable practices for consumers.
Debuting across the Fetzer 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, senior vice president of marketing for Fetzer Vineyards, in a statement. “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.”
Research shows that nearly six in 10 consumers are willing to change their shopping habits to reduce environmental impact, according to IBM Institute for Business Value in association with National Retail Federation: "Meet the 2020 consumers driving change." Additionally 87% of Gen Y and 94% of Gen Z believe companies should address urgent social and environmental issues, based on 2017 Cone Gen Z CSR Study: “How to Speak Z.”
“It's exciting to be able to transparently highlight our verified performance across impact areas right on the package of our flagship wine,” said 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.”