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Recognizing unsung heroines of history.

2016 emBRAZEN California Cabernet Sauvignon

Treasury Wine Estates Napa, Calif., tweglobal.com Founded: 2011

Case Production: 5,800,000

Vineyard Acreage: More than 32,000 acres of estate and leased vineyards around the world.

Average Bottle Price: $7

The emBrazen label was created by Treasury Wine Estates (TWE) as an opportunity to market their wines to women "looking for something a bit different," but that could equally appeal to the male demographic. The Take Up The Torch program, which, according to the company, is an integral addition to the brand, looks to bring attention to women who have made a difference in the world.

The wines, made by Olivia Teutschel, have women involved at every step--from winemaking to packaging and design. All the labels are intended to be bold and eye-catching at-a-glance, but also engage the consumer through augmented reality technology: with TWE's Living Labels app, bottle art comes to life.

Nellie Bly, featured on the 2016 emBRAZEN Cabernet Sauvignon, was a female reporter who helped change societal norms by refusing to cover "lady-like" subjects such as fashion or gardening. Instead, she chose to report on harsher topics, including the daily struggles of women factory workers and the brutality and neglect at a facility for women with mental illnesses.

SCREWCAP: Amcor, Capsules amcor.com

GLASS: O-I, o-i.com

BOTTLING: In-house bottling with BC Magik filler model 63/90/16; Nortan (nortan.it) model Prisma 20+24 foil spinner; and Krones (kronesusa. com) labeler with front and back aggregate.

LABEL PRINTER: Eurostampa California eurostampa.com

CAPSULE AND LABEL DESIGN: Stranger & Stranger, strangerandstranger.com

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Title Annotation:UNPACKING PACKAGING
Author:Briscoe, Stacy
Publication:Wines & Vines
Date:Dec 1, 2018
Words:262
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