While this blog has previously discussed the importance of winery names, the picture found on wine labels can be just as important – if not more vital – than the words scrolled along the side of the bottle.
An article in The Reporter, a California paper, discussed how many shoppers associate their wine purchases with the label because it’s easier to remember. According to the news source, 75 percent of consumers admitted that can’t remember the brand name of their favorite beverage, so making labels that are unique is crucial for wine producers.
Furthermore, with grocery stores accounting for 40 percent of the wine sold in the United States, wine labels have to be memorable in nine square inches or less.
Jim Caudill, the director of public relations and hospitality at the Hess Collection, a Napa Valley-based wine producer, said that wine labels and trade dress need constant care. For example, Hess recently infused brighter colors into its labels in order to attract a younger audience while not alienating core customers.
“We’re constantly absorbing insights and information as we interact with consumers, getting feedback from retailers, our distributor partners, often directly from consumers we talk with at events all around the country,” Caudill said.
Ann Miller, the article’s author, explained that her friend once tried to recommend an inexpensive bottle of wine, but could not remember the name. Instead, she tried to narrow the selection down by telling Miller that there was a rooster on the label. The author wrote that the selection of beverages in her grocery store aisle had at least five different rooster labels.
When wineries want to design custom labels it’s important for them to create a unique and memorable image. Investing in a Primera LX900 color label printer can be greatly beneficial in ensuring that customers remember the design – and the name.
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