Do we choose the wines we buy because of the label? If we ask a wine expert, he or she will probably tell us that although a good label always adds up, it will never be the determining factor when choosing a reference. However, according to a study carried out by OEMV-Nielsen, almost 60% of wine consumers do not have a deep knowledge of the subject, so their purchasing choices will be much more influenced by the marketing decisions taken by each winery.
According to data provided by the specialised marketing publication Reason Why, the average consumer chooses the wine he or she is going to take with them at the point of purchase half of the time, and takes about seven seconds to choose it from all the available options. In the same way, Vinetur points out that a market study carried out by wine.net among the American public revealed that almost 80% of the participants recognised that they had bought wines guided only by their label.
Therefore, and especially when we are talking about a consumer who is not an expert in the wine sector, the attractiveness of the packaging and the label is a decision factor of the utmost importance, which no winery aspiring to enter the mass market should overlook.
What does a wine label have to have to make you fall in love at first sight?
According to Reason Why, only one in ten packaging redesigns generate increases in wine sales. However, when the redesign works, the increase in sales is around 5.5%. These are some of the factors that can make the label help boost turnover:
- High impact design. Catching the consumer’s attention in the first 4 seconds he/she spends in front of the shelf is vital in the final choice.
- Personality. In addition to attracting attention, it is important that the image of the label is in line with the brand identity and the values it intends to convey.
- A special feel. Reliefs, combinations with contrasting matt and glossy touch, textured paper… invite you to pick up the bottle to touch the label, taking it one step closer to the trolley.
- Quality of the materials. If the packaging and label convey quality, it is assumed that the contents of the bottle will be of the same quality. Beware, because it also works the other way around: an excellent wine can go unnoticed if its label seems to be of low quality.
- Key information. There are data that are decisive in the purchase decision, and among them, the denomination of origin, the vintage and the awards or medals obtained stand out. The latter are a decisive factor in the choice of the inexperienced consumer, who sees these distinctions as a guarantee that he will ‘look good’ with his guests or when offering it as a gift.
