Under the conditions of open, over-saturated and excessively competitive markets, the great importance of differentiation arises in gaining a competitive advantage. The easiest way to differentiate consumer goods is with the packaging, which in marketing theory is mentioned as a tool of promotion due to its' capability of attracting attention and creating a relationship with the consumer. In the case of the Atila black raspberry wine, the packaging is trying to communicate the value of health and trust by which the brand is trying to position itself in the customer's conscience. The purpose of the paper was to explore the influence of the packaging on the consumer brand perception, creating a relationship of trust and satisfaction and its potential to attract new consumers. With that purpose in mind, existing consumers and potential consumers of black raspberry wine were questioned. The research was conducted via a structured questionnaire. The results demonstrated that the potential consumers perceive the packaging as outdated. In accordance with the results, an improvement of the packaging has been suggested.