It’s not the “jammy” qualities or the oaky notes that draws most people to a bottle of wine – or even the alcohol content, according to a recent survey. It’s the label.
According to a report in The Drinks Business citing the Vivino survey, more than four out of five consumers said they have purchased a bottle of wine based mostly on the appearance of the label.
Vivino’s data included responses from 1,800 wine drinkers, said the outlet. Previous studies have also shown that wine labels are important to consumers.
For example, a study published by the Frontiers journal in 2019 “determined that the information on the label is highly relevant to different types of consumers and to both genders.”
Researchers used a sample of 114 individuals inside a simulated Supermarket at Javeriana University in Colombia. Subjects viewed labels viewed for two minutes in front of grocery shelving with 100 wines.
A study published in Food Research International the year prior found that the “information level” on wine labels “had a significant effect” on how people responded to wines. In particular, “elaborate information level evoked higher expectations before tasting the wines,” and “resulted in higher liking ratings,” said the study.
Last year, people in the U.S. drank 1.1 billion gallons of wine, according to the Wine Institute. Data from the institute indicates that wine consumption in the U.S. has been increasing for decades.
Next year, The Drinks Business plans to hold the inaugural Design and Packaging Masters 2023. This competition will honor wine labels and packaging.
“With so many wine drinkers admitting to relying on what a bottle or label looks like, it’s clear that a well-designed label can have a big influence on how we purchase wine,” said Paul Jones, wine director at Vivino. “Eye-catching design is used by brands across many industries to capture attention. When faced with the supermarket wall of wine, it’s easy to feel intimidated or overwhelmed... for something that simply stands out.”
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