In wine retailing, the phrase “I bought it because it has a pretty label” is a daily occurrence for sales people. After working hard to explain the benefits of malolactic fermentation in a full bodied Chardonnay, or the benefits of high altitude vines in an Argentine Malbec, it is easy to see why this could cause some frustration.

But with wine producers increasingly rebranding their labels to stand out on shelves, simply looking good will soon not be enough. Luckily for producers, according to a recent study from the University of Adelaide, there is a way to alter this by engaging consumers with in-depth descriptions on labels. The study found that descriptions about the wine, including aging, body, and flavour profiles, are far more important to consumers than previously thought. With producers having increasingly viewed these descriptions as nice-to-haves rather than necessities in recent years, this will signal an opportunity to differentiate their product on shelves.

Sue Bastian, associate professor of oenology and sensory studies at Adelaide University, claims that “cleverly written wine and producer descriptions…can evoke more positive emotions, increasing our positive perception of the wine, our estimation of its quality and the amount we would be willing to pay for it.”

The implications of this open up strong possibilities for wine producers to engage consumers. Offering in-depth descriptions of the palette, bouquet and terroir will allow amateur wine enthusiasts to test their knowledge and tasting abilities, playing into wine and cheese tasting nights. Alternatively, simple labels which highlight large, uncomplicated flavours will appeal to new wine consumers and remove some of the challenge of buying a bottle of wine.

Example: Thr3 Monkeys – Fresh & Fruity Red Wine

This wine gives a simple range of flavours, and recommends both an occasion and a flavor match. This makes it an easy choice to new or irregular wine consumers to pick a bottle which matches their requirements.

With a move towards craft beers in the alcohol market, which often have outlandish names and descriptions, wine labels which are irreverent will appeal to younger legal consumers. Implementing artwork or novel label designs which incorporate humor will play off craft beer’s success here.

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Example: 50 Reasons & 30 Wishes – White Wine

By utilising humour, combined with a novel eye-catching design, this wine will engage younger consumers seeking fun products.

By using edgy phrases in a tickbox style format regarding why the consumer bought the wine, it aims to more actively engage.

With wine shelves crowded globally and producers seeking a competitive advantage wherever they can, this will signal a change in labelling behavior. Utilising attractive labelling to draw in the consumer’s initial interest, emotive labelling is the next step towards influencing purchasing decisions.

Related links

https://www.globaldata.com/store/report/cs1705ct–top-trends-in-alcoholic-drinks-2017-balancing-novelty-and-experience-alongside-growing-health-concerns/