Study: Half of consumers swayed by wine labels when making purchases

Being able to design custom labels is something that many wineries strive for. Varying consumer demographics might respond differently to certain advertising campaigns, and it is necessary for companies to take note of what they are drawn to.

Recent research suggests though that while price is important when choosing between a Riesling or Merlot, customers still want to have a clear understanding of their wine purchase by reading the label.

According to professors at California Polytechnic State University, information located on the back label of wine bottles is a priority to customers. The Vancouver Sun reported that the research was originally done for a winery in California’s Paso Robles wine region that wanted to change its specific packaging.

Participants in the study were “rating four back label concepts, paired with the same front label, on their likelihood to increase purchase interest.”

“In all, 14 types of information were provided and rated on a five-point scale, and consumers were asked to indicate which of 11 factors influence them when they choose a new wine,” the news source explained. “Finally, they were asked to identify which factor was the primary influence.”

Overall, 25 percent of respondents said price was a top factor while the brand name and word of mouth influenced two-thirds of participants. Nearly half of consumers said that the front wine labels were part of their decision-making process while the back label was a factor for a little more than one-quarter of participants.

Companies that want to reach as wide of a consumer base as possible must ensure that their wine labels are informative, eye-catching and accurate. Using a Primera LX900 color label printer can be of great assistance for creating custom labels that can list winery information while still being interesting.