Historically, wine labels have played a structural role in the French wine market. With the increase in popularity of organic and other environmental / alternative wines, even more labels have been added to this highly diversified market. Therefore, this report establishes the state of play among wine labels in the French market and how consumers perceive them: which ones are the most well-known? The most credible? The most impactful? We also assess to what extent Covid-19 has modified these perceptions, which we do by comparing findings from two waves of consumer surveys, conducted in February and July 2020.
There is also a small case study about the ‘Vignerons en développement durable’. In 2020, it changed its identity to become ‘Vignerons engagés’. By comparing consumer perceptions for both labels, a clear conclusion arises: when dealing with wine labels, semantics are of paramount importance.
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