Perfecting the wine label
Over the last 20 years wine has become a high value drink, leading wineries to focus on the quality of the product, its packaging and market research.
Research shows that 64 percent of consumers try new products because the packaging catches their eye. You have about three seconds to catch a consumer's eye at the shelf, which makes packaging and label design crucial. Choosing label materials that help you stand out can greatly impact whether a consumer grabs your bottle.
However, according to a recent wine market survey, 36 percent of US consumers said they are confused by wine labels. Seventy-five percent said that even when they like a wine, they usually can't remember its name. More than half of those surveyed said they find wines with humorous labels appealing, and 81 percent said they want clear and easy-to-understand labels.
The perfect wine label represents the brand authentically and speaks to the consumer in a language they understand. Reports often say that a specific design style and specific colors sell better – such as a black paper with gold foil and embossing. This is probably true if you look at the wine market in general. But every wine and, therefore, every brand and label are unique and general rules rarely apply to them – that is what makes wine marketing so interesting and fascinating.
Unlike other categories, like food, the wine label has a much more difficult task. It needs to describe the taste and the personality of the wine without showing it or using obvious cliches. It’s a bit like the perfume industry: the design must make you feel rather than see.
Setting the standards of perfect labels is a question of sensitivity, as we need to connect with the time we live, and to link our capabilities together with the instances of the regional regulations and the changing demands of the end-users.
There are also values attached to the wine industry, like history, culture, comfort, a certain image of sociality, but also sustainability. A label is then the main way to convey a message and these values, whether by the material, by the embellishment, and by design: a simple chateau design, the reproduction of a work of art, or even a graffiti.
There has been a revolution in the winemaking as volumes had been stalling, and producers had to venture to other consumer populations, this has been impacting the labels. The wine industry opened itself to new markets, new generations and new countries.
Ten years ago, premium wine labels were printed on an uncoated material with a more natural look and feel, some metallic effects, high build varnish, preferably on the brand name and key brand elements. These effects are standard on today’s wine labels. Two major developments have led to what is often described as premiumization in wine packaging: first, the understanding of consumers and brand owners that wine is a luxury good where people want to treat themselves and experience consumption as a pleasure. Secondly, the ever more efficient and increasingly sophisticated materials and finishing options mean that ever more extraordinary visual and tactile effects can be achieved within a reasonable budget.’
What is clear is that wine packaging is a powerful tool that can change buying preferences and consumption patterns in significant ways.
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