Wine is unquestionably tied to geography: Many connoisseurs select bottles based on where the grapes were grown and where the wine was made. As a result, a hyperlocal strategy for label design can help wine manufacturers establish themselves as native to a particular area of the country or world. In Maine, the Lincolnville-based winery Cellardoor has commissioned label art from a number of artists with connections to the state. This reinforces the brand's bona fides as a local company making the most of local resources.
"Maine offers you this huge opportunity, because you can get to know the artists more personally than you do in other places. You get to meet these people and visit their studios, and you run into them in the community," said owner Bettina Doulton in an interview with the Portland Press Herald. "It's that intangible element of living in Maine that we all try to explain. We are so charmingly connected by this place. You get to know people's stories better, and it makes it personal."
By making it a company policy to use local artists (as the label has done in the past), Maine residents can enjoy a wine brand that's homegrown from grapes to label. This approach can benefit companies whose marketing strategy is highly dependent on location. For example, Maine might not boast the same number and variety of winemaking operations as Sonoma or Bordeaux but the value proposition Cellardoor offers is based on location.
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