Drinkers dislike distinctive beer labels

Beer fans actively avoid buying brands with loud logos or label designs, groundbreaking new research has found.

Fuller's 1845 was judged as having a label that is too distinctive (Photo: Fuller's)

Fuller’s 1845 was judged as having a label that is too distinctive (Photo: Fuller’s)

A team of researchers from Angela Ruskin University found that when it comes to picking a pint, pub-goers and shoppers shy away from dressy taps and labels.

Instead, it’s the designs that attract the most visual attention by encouraging drinkers to read about the beer that prove a hit.

The study tracked the visual movements of 67 subjects as they picked beers from a typical supermarket shelf.

The beers with the highest “distinctiveness scores” – Fuller’s 1845 and Shepherd Neame 1698 – performed poorly in terms of visual attention and choice.

On the other hand, beers such as Badger Blandford Flyer and Tweed Hopster were rated as much less distinctive but attracted more visual attention and were chosen more often.

Tim Froggett, senior lecturer in marketing at Anglia Ruskin University, explained: “Distinctiveness and visual attention are not the same.

“An object may be distinctive simply because it is different from other objects surrounding it.  And the factors creating distinctiveness are not necessarily the same as those driving attention, consideration and choice.

“In crowded supermarket environments, shoppers direct attention to the centre of objects where they expect to find choice-related information such as product type, brand name or details of flavour characteristics.

“In the case of Fuller’s 1845 and Shepherd Neame 1698, the beer labels are distinctive but do not have the ‘task-relevant information’ that attracts attention and guides decision making.”

Fuller’s has been contacted to comment on the results of the study.

One Response to “Drinkers dislike distinctive beer labels”

  1. Absolutely wrong for me. The label is the first think I notice. If it is not flashy then I probably won’t even look at it twice.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Advisor

The Whisky Exchange
London, UK

Customer Services Administrator

Speciality Drinks
London, UK

Trading Administrative Assistant

Vin-Exchange Ltd
London, UK

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
West Midlands, UK

Sales Executive

Wine Source
London, UK

Sales – North East England

Liberty Wines
London, UK

Account Manager

Grape Passions Ltd
Hertfordshire, UK

Account Manager Business Development

Gourvid Limited
London, UK

Pink Rosé Festival

7th Feb 2019

Wine Paris

11th Feb 2019
Click to view more

The Global Fortified Masters 2018

Deadline : 25th January 2019

The Global Pinot Noir Masters 2019

Deadline : 1st February 2019

Click to view more

Rioja Masters 2018

View Results

The Global Beer Competition

View Results

Click to view more