Ahead of the UK Label Designs report later this week, we look at what a wine label tells your consumer
First impressions are always important, and this is definitely true when it comes to wine labels. While a number of factors often lead to consumer’s final decision when purchasing wine, Wine Intelligence has found that over 1/3 of UK regular wine drinkers say the appeal of the label is an important factor when selecting wine (as reported in UK Landscape Report 2017). The real story, we believe, is that labels also mean something for the other 2/3 of drinkers, but either they are unwilling to admit it, or else it is an unconscious factor in their decision making.
Wine labels are complex beasts. While they need to convey key information about styles, origin and the brand, they also need to appeal visually to consumers. Due to the wide variety of wines available, labels need to both stand out from a crowd and tell a story that compels the consumer to look more closely. Labels need to communicate their suitability for certain occasions, tastes and budgets within just a few moments – making it unbelievably important to make this first impression count.
The UK Label Design report, due to be published on Thursday 25 January, seeks to understand exactly what labels appeal to the UK consumer in 2018, four years after our first report on the subject. In order to do this, label design specialist, Amphora, once again helped us to develop 10 labels that best demonstrate the core features of each label category. While some labels are the same as our research in 2014 since they remain central to the wine category, we have introduced the following new categories:
‘Crafted Luxury’ is an elite, opulent and deluxe design, sitting in the more premium price bracket
‘Artisan’ follows the popular trend of hand crafted products, unique to the individual and reflecting the natural world
‘Text’ brings the consumer one step closer to the producer through stories of winemaking, with an authentic ‘seal of approval’ from the winemakers themselves.