Packaging That Sells: Six Data-Driven Design Lessons from One of the Fastest-Growing Wine Companies
Wednesday, November 14th
10 - 11am PST / 1 - 2pm EST
Winning over consumers at the shelf is difficult for all brands, but it’s an especially onerous task for beverage-alcohol manufacturers. They’re forced to contend with a constant influx of new entrants, sprawling shelf spaces packed with hundreds of competitors, and modest marketing budgets. In other words, there’s a lot of noise and limited resources with which to break through it. As a result, package design is a beverage-alcohol brand’s most powerful—and most cost-effective—marketing tool. Despite this, many brands’ creative processes don’t currently incorporate robust consumer insights or any consumer insights at all.

This presentation demonstrates how one of the fastest-growing wine companies in the U.S. has gained an edge by using data to fortify its design decisions. Brad Mayer, Senior Vice President of Marketing at Precept Wine, and Jessica Gaedeke, Vice President at Nielsen BASES, will share how Precept Wine leverages Nielsen research to design labels that grab attention, delight consumers and drive sales. Design “lessons learned” are illustrated using detailed data and specific brand examples from Precept Wine’s portfolio.

Key topics:
  • Why is label design especially important for beverage-alcohol brands, and what kind of financial impact can it have?
  • How is effective design—the kind that attracts consumers and drives them to purchase—measured?
  • How can a brand know when it’s time for a redesign?
  • What impact does early creative exploration have on design effectiveness?
  • How are beverage-alcohol companies using new package forms to target new audiences and usage occasions?
  • What cost-conscious tools are available for evaluating new and existing designs?




Jessica Gaedeke, Vice President, Nielsen Innovation (BASES)

For more than 15 years, Jessica has consulted with consumer-packaged-goods brands on their product innovation and marketing initiatives. Currently, she leads the Nielsen Innovation Practice's beverage alcohol efforts for North America with a particular focus on the wine vertical. She's passionate about the role of package design in the highly-fragmented wine category, and has consulted on label effectiveness for hundreds of brands, both large and small. During her time at Nielsen, Jessica has also pioneered the development of new solutions to make robust consumer insights more accessible to smaller wine companies.


Brad Mayer, Senior Vice President of Marketing, Precept Wine

Brad has spent over 20 years driving strategic brand growth among several category-leading consumer product and retail companies, including General Mills, Nordstrom, and The Winebow Group. His experience includes the development of brand strategies, new product innovation, multi-tiered partnerships, and high-impact marketing campaigns. He currently oversees all brand management and marketing support for the core portfolio of Precept Wine, including highly acclaimed properties spanning Washington, Oregon, Idaho and New Mexico.