By Vicki Matranga, Design Programs Coordinator
Get to know the people behind the stylish products that will appear at the 2014 International Home + Housewares Show in Discover Design. Our conversations with exhibitors give you a glimpse of the inspirations, influences and ideas that go into creating the exciting products that you’ll see in March at McCormick Place. Today we’re speaking with Joseph Perrulli, founder of govino®.
Joseph T. Perrulli has been involved in the wine industry for more than 20 years, from sales and marketing to product design and development. He conceived the idea for govino in 1998 when in a New York wine boutique, the wine merchant poured Perrulli an elegant wine into a small plastic cup. He realized there had to be a better way to gracefully serve wines and set upon developing a new wine glass. The govino® “go anywhere wine glass” allows enjoyment of fine wine in settings where breakable glass is not allowed or fine stemware is not available. The stemless, unbreakable “glass” is actually not glass at all, but is made from a flexible, BPA-free, odorless polymer, which reflects a wine’s color and projects its aromatics much like expensive crystal. Its ergonomic thumb notch on the side provides the user with a secure and comfortable grip for swirling and drinking wine and prevents heat transfer into the beverage. The glass is shatterproof, reusable and 100% recyclable.
He launched the product in 2008 in Napa Valley, Calif., and merchants Dean & Deluca, Sunshine Foods and St. Helena Wine Center purchased glasses from the very first run. In 2010, the govino wine glass won the prestigious IDEA award from the Industrial Designers Society of America. It has since expanded to the broader market, and is sold at some of the country’s finest gifts and housewares stores and museum shops and is supplied at large events such as outdoor festivals. The wine glass has been joined by a champagne flute, a beer glass and other products. In January 2014, an investor group led by Napa vintner Pat Stotesbery, acquired a majority interest in govino, which will allow the company to accelerate expansion and broaden the product line further.
Mr. Perrulli, where do you find inspiration when designing new products?
Where Wine Meets Design is an important concept for govino. The burgeoning wine and spirits industry has provided incredible growth opportunities for govino, since our inception in 1998 until today, particularly in and around the Napa Valley. In fact, govino was first created as a sales tool for the wine industry to solve the need for a high-functioning wine glass. When designing new products, we focus on function first and we have managed to create pure, utilitarian designs that appeal to both expert sommeliers and novices alike.
Are there any specific designers, places or eras that influence you?
We are influenced first and foremost by today’s wine and spirits culture. Since govino is often merchandised alongside cutting-edge wine, beer and spirits brands, as well as innovative housewares products, we have striven to maintain a clean, simple aesthetic in both our product design and packaging. We’ve gleaned invaluable feedback from retailers and winemakers, as well as hoteliers and restaurateurs. The vision of Randall Graham, founder of Bonny Doon, packaging by Veuve Clicquot, marketing campaigns by Stella Artois and Guinness Draught and numerous cutting-edge wine brands around the world have all influenced us to bring a powerful and fun story to the housewares consumer.
How do you choose which idea to take to the next step — to product development?
Whether it’s our shatterproof govino® decanter, which enables resorts to decant and properly serve wine around pool areas, or our new govino beer glass, which promotes the flavors and aromatics of all types of beer in ways standard plastic cups and thick-walled glasses do not, we first focused on the need; then we designed the product with function in mind, while keeping it aligned with the rest of the govino products.
How do you identify the key user audience for your products?
We first focused on the wine industry in Napa Valley and independent high-end gift/housewares stores across the country simultaneously. We then struck alliances with global distribution partners who specialize in these areas which enabled us to build and to maintain brand continuity around the world. Additionally, since our inception in 2008, we’ve been fortunate to build relationships with such diverse retail partners as PopSugar, world-renowned wineries like Hugel et Fils and luxury resorts like Necker Island. By aligning govino with national and global food and wine events, we have broadened our exposure in ways most marketing and ad campaigns cannot. Because of that, we and our retailers in the housewares category receive inquiries on a daily basis from consumers who discovered our products at an event where govino was being used.
Is there an approach or look that joins the functionality, form or emotional appeal of your product line?
Our mantra has always been to provide the consumer with a shatterproof, reusable, recyclable vessel that looks and performs like fine glassware. The overall look and shape of our products; the flexible, odorless, ultra-thin, BPA free polymers we use; the functionality of our patented thumb-notch and contoured base – all of these design elements appeal to the consumer. However, it is still the element of surprise that draws them in, since most people discovering govino® for the first time automatically assume that it’s glass. It is that serendipitous moment that delights users. They immediately understand that they can have convenience without sacrificing function and elegance. The simple fact that our products feel good in a person’s hand is appealing in and of itself.
Where are your products manufactured?
Both the USA and Taiwan.
How do you see design’s importance in our industry as it moves forward?
govino has trickled down from the wine industry to the housewares sector similarly to Riedel stemware. The housewares sector is just as large and as important, particularly once we introduce new products specifically designed for home use.
Thank you, Mr. Perrulli, for sharing your views on how design drives your business. We wish you great success in your first appearance exhibiting with us and wish you many happy toasts!
Visit govino in Discover Design S3677. Learn about their go anywhere beverageware that enhances entertaining here.
Discover Design is the premier design destination at the International Home + Housewares Show. Located in the South Building, the invitation-only category features more than 100 exhibitors from around the world. Companies driven by innovation and design present distinctive products and collections in Tabletop, Gift, Textiles and Home Décor categories. The Discover Design Gallery, accessible to buyers and media, features select products that are entries in the Global Innovation Award (gia) for Design. Learn more about Discover Design exhibitors and their products by checking Housewares Connect 365 here.
