Voga Italia is one of several wine makers differentiating their product positioning by packing wine in innovative new bottles. The $15 Voga Pino Grigio is shown here in its stylish glass container. Voga has been getting press recently as the company has started to advertise in fashion magazines such as Vogue.
Implications - The crowded alcoholic beverage market has always relied on packaging to set brands' products apart. Some companies are pushing this theme even further by abandoning traditional bottle forms in favor of aesthetically pleasing designs. This bottle, for example, is a neckless wine bottle in a cylindrical shape. Companies can take advantage of this opportunity by packaging products in innovative or unusual ways.