Brits lack an open mind on wine labels

British wine consumers are less open-minded about wine label designs than their French counterparts, according to Burgundy producer Henri Darnat.

Speaking at the Corney & Barrow Burgundy 2009 en primeur tasting at the Tower of London last Thursday, Darnat told the drinks business that he was unable to launch his redesigned labels in the UK due to consumer distaste.

“One of our retail clients in France asked us if we could redesign our label in order to stand out more on the shelves and attract customer attention," he said.

“So we modernised the label for the French and US markets, but had to keep the traditional label for the British market to ensure that the wine would keep selling.

“It seems the Brits are happy for New World wines to have modern labels, but they want to see traditional labels on French wines. There are two different sets of rules.

“We’ve had no problem with the new labels in France – the French are becoming more open-minded about breaking with tradition”, Darnat said.

Burgundy-based Domaine Henri Darnat produces Meursault, Puligny-Montrachet, Pommard, Volnay and Beaune in the region.

The French and UK labels for its Meursault 1er Cru Clos Richemont differ drastically. While the French label is bold, eye-catching and contemporary, the UK label, featuring Darnat’s signature, is classic and understated.

Lucy Shaw 17.01.2011