The first varietal from Adruni Vineyards uses modern labeling design to put a new spin on the classic Armenian eternity symbol.

Lisa McTigue Pierce, Executive Editor

March 18, 2024

4 Min Read
Adruni Vineyards 2021 Cabernet Sauvignon
Adruni Vineyards

At a Glance

  • The label incorporates a stylized version of the ancient Armenian symbol, representing everlasting life
  • Using tactile printing techniques, the label enhances the symbol’s prominence and texture

You wouldn’t know it by looking at me, but I’m 50% Armenian. Except for having a hint of my mother’s darker Mediterranean skin, physically, I take after my Irish father.

My 50/50 ethnicities shaped me growing up — starting with my four immigrant grandparents and what I learned from them about our heritages. Including the Armenian diaspora (my maternal grandmother was a survivor of the death march).

Throughout my life’s experiences, I’ve discovered that Armenians are among the most welcoming folks, with warm hospitality a recurring character trait. We know good food, plentiful drink, and camaraderie.

So when I saw an invitation on Facebook to a local wine tasting event to celebrate the launch of Adruni Vineyards’ first wine from proprietors Garo and Nancy Kholamian, I had to join the party and support my fellow Armenians.

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The event was held at the elegant and intimate One Life Kitchen at the end of February 2024. I met Garo and Nancy — both spent time talking with me, about being Armenian (Garo) and being odar (Nancy). I was familiar with the term because my dad was also odar, meaning “other” or non-Armenian, foreigner, stranger.

Unfortunately, I missed meeting their three sons, who are also involved with the business. But later caught up with oldest one, James, who designed the label and was able to tell us more about the packaging.

The 2021 Cabernet Sauvignon is the company’s first product, right?

James Kholamian: Yes, the 2021 Cabernet is our first vintage available for sale to the general public, though we have been making wine at Adruni Vineyards since 2019 and sharing with our friends and family.

I’ve seen it on your website … but tell me the story behind the Adruni name.

Kholamian: Adruni was our ancestral family name prior to Kholamian, so it is an homage to our ancient Armenian heritage.

What was the inspiration behind the label design?

Kholamian: As the vineyard name was a nod to our heritage, we included the Armenian eternity sign as a component of our logo. It is a common symbol from medieval Armenian culture, which represents everlasting, celestial life.

Why use a stylized version of the Armenian eternity symbol on the label? How was it stylized?

Kholamian: I just wanted to do my own spin on the classic eternity symbol.

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It feels like the eternity symbol is raised a bit on the label. How is this done? Is it a special tactile ink?

Kholamian: We used MCC Premium Label Solutions to print our labels and they helped us with the tactile printing decisions. We added spot gloss and embossed the logo to make it more prominent and textured.

These are paper labels, front and back, correct?

Kholamian: Yes, paper labels front and back.

Pressure-sensitive labels, correct?

Kholamian: Yes.

Why paper labels instead of film? Was sustainability part of the reason?

Kholamian: We used ENVI PCW100 paper for our labels, which is 100% post-consumer wastepaper specifically designed for the labeling of bottles. We chose paper because of the classic, timeless feel and aesthetic, as well as the sustainability aspect.

How are the labels applied? By hand or machine?

Kholamian: The labels are applied by machine.

What is the volume for the 2021 Cabernet Sauvignon? How many bottles are/will be produced?

Kholamian: There are 200 cases (2,400 bottles) of our 2021 vintage, with more to come for 2022.

I haven’t opened my bottle yet, but I know it’s sealed with a cork. Is it natural or synthetic?

Kholamian: We used a natural cork.

Why use a cork rather than a screw cap?

Kholamian: The screw cap offers convenience, but there is something special about the ritual of opening a classic corked bottle of wine that we appreciate.

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Where will the wine be sold?

Kholamian: The wine is available for purchase on our website at www.adrunivineyards.com, as well as select retailers.

Anything else about the packaging that I haven’t thought to ask that you feel compelled to share?

Kholamian: We look forward to expanding our techniques and continuing to tell our story through the look, feel, and taste of our wine.

About the Author(s)

Lisa McTigue Pierce

Executive Editor, Packaging Digest

Lisa McTigue Pierce is Executive Editor of Packaging Digest. She’s been a packaging media journalist since 1982 and tracks emerging trends, new technologies, and best practices across a spectrum of markets for the publication’s global community. Reach her at [email protected] or 630-272-1774.

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