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How wine bottle labels affect sales

May 16, 2016   |   Joanne Grantz Recommended for:   Marketing
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Wine consumers - especially those who don't describe themselves as connoisseurs - might not be able to describe the type of wine they enjoy, the Wall Street Journal has noted. However, they can easily point to the labels they like. Some can even describe why they like a label with a little more detail than, "I don't know, I just like it."

A creative label helps wine sellers reach a previously unattainable market. Dr. Corey Miller, a wine entrepreneur and former scholar, runs a company that pairs talented designers with West Coast vintners. These artists design bottles for the winemakers and also post images of the label and product on their social media accounts.

"They have tens of thousands of Twitter and Instagram followers," Dr. Miller told the Wall Street Journal. 

There are some who disagree with the idea that labels are important. Katherine Moore of Union Square Wines and Spirits told Vinepair the majority of her customers - 60 percent, to be specific - prefer what's in a bottle to what's on the outside. In addition, sometimes a humorous label has the opposite effect, making a serious wine look silly and therefore harder to sell. 

"The way a wine bottle looks helps communicate a certain message."

However, there's no reason not to pair the right type of wine with an appropriate, yet beautiful, label. It's all about matching the ideas you'd like your wine to evoke while also creating a beautiful display. You want the product to convey a certain message, University of Illinois at Urbana-Champaign's advertising professor Brittany Duff told Vinepair. The way a bottle looks helps communicate that message.

How this knowledge helps wineries and wine sellers
Wineries should be inspired to design the best label they possibly can. You can take the idea into two routes: personalization and exclusivity or availability and widespread appeal. Both notions benefit from a professional look and detailed designs.

Online wine stores, on the other hand, should place their best-looking bottles towards the top of their product pages. They don't need to outshine the best sellers, but putting them somewhere easy to access ensures shoppers don't overlook them. In addition, you should market these products to people who are new to the wine experience - they're more likely to buy a bottle if they like the way it looks.

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