# Cartographic Cabernet Bottles 'The Caley' From Yalumba Celebrates the Winery's 168-Year Heritage By Joey Haar | Published 2017-07-24 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/the-caley References: [foodbev](http://www.foodbev.com/news/australian-wine-maker-yalumba-releases-heritage-inspired-red/) & [yalumba](https://www.yalumba.com/portfolio/wines/caley) The [Yalumba](https://www.trendhunter.com/trends/octave-barrels) family vignerons has been producing wines since 1849, and the new packaging for 'The Caley' pays homage to that esteemed 168-year history. The Cabernet Shiraz blend is branded as Yalumba's "most prestigious wine yet," and its packaging reflects that. Not only is the bottle sealed with a neat diagonal wax dip, but it also comes with [secondary packaging that includes a box](https://www.trendhunter.com/trends/maddalena-riboli) and an exterior wrapping around the bottle. The luxury blended wine's packaging is debossed with map-like illustrations that depict Caley [Smith's](https://www.trendhunter.com/trends/really-good-boxed-wine-1) (its namesake) travels. Caley Smith represented the second generation of the Yalumba winery, and his worldly exploits positioned Yalumba as a premier Australian wine. Further included in the box is a photo book of locations from Smith's travels, showing the importance of heritage for the winery. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 49% | Activity: 32% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Key Themes Behind This Trend - **Heritage-inspired Packaging:** Exploring the use of packaging inspired by a brand's history and heritage to elevate prestige and luxury. - **Interactive Packaging:** Designing packaging that provides an interactive experience for consumers, such as including supplementary materials like a photo book or map-like illustrations. - **Experiential Marketing Through Packaging:** Using unique packaging design as a way to engage and connect with consumers, providing them with a story and the opportunity to become part of a brand's history. ### Where This Applies - **Wine and Spirits:** Innovative packaging designs can provide a branding edge and help to elevate prestige and luxury, making them particularly appealing to the high-end wine and spirits market. - **Consumer Goods:** Creating interactive and experiential packaging designs has the potential to increase customer engagement and loyalty, making it a valuable tool for consumer goods companies. - **Tourism and Hospitality:** Leveraging the rich history and heritage of a brand to create unique packaging designs can be a powerful way for tourism and hospitality companies to offer memorable experiences to their guests. ## Related on Trend Hunter - [Modernized Whisky Designs](https://www.trendhunter.com/trends/whisky-designs.md) - [Label-Less Wine Bottles](https://www.trendhunter.com/trends/crate-by-fourth-wave-wines.md) - [Wine-Developed Packaging Photography](https://www.trendhunter.com/trends/developed-through-time.md) - [Nostalgic Game-Inspired Wine Bottles](https://www.trendhunter.com/trends/finca-de-la-rica.md) - [Artistic Monochromatic Wine Branding](https://www.trendhunter.com/trends/krink-x-barossa-ink-limited-edition-shiraz.md) - [Custom Designed Wine Boxes](https://www.trendhunter.com/trends/the-prisoner-red-blend.md) - [Heritage-Inspired Sophisticated Whisky Packaging](https://www.trendhunter.com/trends/sophisticated-whisky-packaging.md) - [Partially Filled Wine Bottles](https://www.trendhunter.com/trends/tomorrows-vintage.md) - [Subtly Rebranded Wine Ranges](https://www.trendhunter.com/trends/almanac-series.md)