Labels and design key for wine marketing

A typical Liquor store has hundreds of wines available for sale at any given time. How do consumers choose their wines? If customer does not know how a wine tastes, how do they decide which one to purchase? Wineries understand that quality is important but the design of the wine is critical.

Most wine lovers choose their wines based on grape type, such as Merlot, and then the price. In other words they look for a Merlot for $18. That narrows it down but there still could be many wines in that bracket. The next decisive decisions are mostly based on bottle and label design.

There are two basic considerations for label design. One is to attract the attention of the buyer and the other is conveying a sense that the bottle looks more expensive than its selling price therefore indicating a value purchase. So the theory goes that if you are selling a $12 wine and create a label that looks like a $20 wine the consumer will perceive it to be good buy.

Most premium wines that sell for $40 and up tend to have a conservative label with a white and cream background. They tend to have limited content and traditional fonts. This is what most consumers expect from a premium wine unless it is a famous or very prestigious winery. In this case the label becomes unimportant as the wines’ reputation and status becomes the main selling point.

Many entry levels wines under $15 market themselves as critter wines. These are wines with images of real or imagined animals such as dragons, giraffes, puppies, goats, etcetera. The idea is if you have a positive image towards that animal that will also make you think that you like the wine.

Color is also important on labels. A New Zealand wine with a tiffany blue label recently sold very well because customers responded to the color. The tiffany motif conveyed a sense of high value and class. Most labels will use bright colors such as red, yellow or bright blue. Dark green is the kiss of death on a wine label.

A well thought out design may work well in convincing a customer to purchase a wine for the first time, but the proof still lies in the taste and quality. No matter how well designed the outside of the bottle is what really counts at the end is what is in the inside of the bottle.