20 juillet 2026
The Tube That Sells Before the Bottle, the Art Laietà d'Alta Alella Case
Some wines need packaging that works for them at the point of sale, before the customer even sees the bottle's label. That's the case of Art Laietà d'Alta Alella, which produces distinctive wines from the Maresme region and needed a case that matched its premium positioning in restaurants and specialty shops. At ABZAC Generation, this is how we approached the design of its tube for the MIRGIN Reserva wine.
- Understanding the positioning before designing
Every project at ABZAC Generation starts with the same question, what story does the packaging need to tell. For MIRGIN Reserva, the answer was clear, a distinctive wine from the Maresme that needed premium packaging able to hold its own on the shelf, next to other high end references.
- Structural design of the tube
We defined a cylindrical tube in a matte white finish, designed to wrap the bottle with the protection and presence needed for specialty distribution and hospitality, without taking the spotlight away from the wine inside.
- Graphic design, typography and layout
The visual identity was built with bold vertical cobalt blue typography, a gold monogram as a mark of distinction, and handwritten calligraphy at the base of the tube, adding a personal, crafted touch to an otherwise restrained finish.
- Printing and finishing the tube
The combination of matte finish, bold typography and gold details was resolved through printing so every element, monogram, typography, calligraphy, kept its sharpness and contrast, reinforcing the premium perception from the first visual contact.
- The result at the point of sale
The tube raises the perceived value of the wine before the bottle even appears, doing part of the selling work that would normally fall entirely on the label or the price. It's an example of how premium wine tube packaging can become a real commercial argument, not just transport protection.
Projects like Art Laietà d'Alta Alella show why more and more wineries are choosing cylindrical cardboard packaging as part of their commercial strategy, not just their logistics. If your winery needs packaging that sells before the bottle is even opened, at ABZAC Generation we always start by understanding your story.
