(Wines&Vines) - After sealing the deal to sell his Meiomi brand to Constellation Wines for $315 million, Joe Wagner became the wine industry’s newest “it boy.” The fifth-generation Napa Valley winemaker opened the second annual Wines & Vines Packaging Conference in Napa on Aug. 21, giving the keynote address before an audience of 250 curious wine pros.

The 33-year-old Wagner began working with his father, Chuck, and grandparents Charlie and Lorna as a teenager. His single-vineyard Pinot Noir label Belle Glos, founded in 2002, is now the leading luxury Pinot Noir in the United States, thanks in part to a distinctive, instantly recognizable package.

Wagner recounted the evolution of the Belle Glos package for conference attendees. What started as a simple, red wax seal has grown to envelop the top half of Belle Glos’ bottle in scarlet wax. “I think we are the largest consumer of wax in the wine industry,” he said.

Applying wax dips is normally an arduous task performed by hand, but Wagner commissioned an Italian manufacturer to develop an automated system. Safety and consistency are the goals. He passed around samples of a proprietary tear tab, which simplifies removing the cork without disrupting the visual flow of wax.

Although he recalled sages telling him “You’re going to regret this decision,” he had faith in the universal appeal of the package. With the “Sideways” effect that helped propel Pinot Noir sales starting in 2004, he believes the package helped build recognition of the Belle Glos brand.

The package now has a trade-dress trademark on its wax dipping, and a patent is pending, Wagner said. “People are always trying to steal a good idea.” Every case of Belle Glos includes operating instructions, should the packaging not be sufficiently intuitive.

Wagner enumerated what he looks for in a wine package:

Exclusivity: Make it something special; Belle Glos bottles are not quite the traditional Burgundy shape.

Individuality: Make the package one of a kind.

Purpose: Remember your audience. Oddly shaped bottles don’t work.

Tradition: Wine buyers are accustomed to standard shapes. Get too far off the standard, and people lose interest.

Tell a story: Package for your purpose. Are you selling on- or off-premise? This can make a big difference in sales.