Four in five people have purchased wine based on what the label looks like
Some 85% of people said that they had purchased a bottle of wine in the past primarily based on the appearance of the label, data from online wine marketplace Vivino has revealed.
A Vivino user survey of 1,800 wine drinkers found that four in five people surveyed said they have previously purchased wine primarily based on what the label or bottle looks like.
The survey’s findings show just how important impactful, innovative and creative design choices are when it comes to enticing consumers to try something from outside of their comfort zone. The Global Wine Masters will next year introduce the inaugural Design And Packaging Masters, which will award the best-presented wines on the market. To find out more about the competition, click here.
Outside of the obvious supermarket favourites, Quinta do Embrizio’s Chin Chin vinho verde has become something of a cult classic among Londoners over the last year or so, and its instantly recognisable label surely plays some part in its crossover appeal.
Paul Jones, wine director at Vivino, commented on the findings:
“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. 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 and plump for something that simply stands out.
“The sheer volume of available wines means one person could never be an expert about every single bottle, no matter how well-versed you are about the world of wine. That’s where the collective wisdom of the crowd really comes into its own and can offer a sense-check on that striking wine label that piqued your curiosity!”