Once a person has tried a variety of wine, he or she may come back to that same brand's offerings time and again. The question facing vineyards is how to get curious customers to try their products initially. A lot of that shelf appeal comes down to packaging, with labels acting as guides for shoppers. If you produce wine but haven't revised your labeling strategy lately, you may be missing a major marketing opportunity.
Capture a piece of a growing market
A recent CNBC report focused on two facts guiding vineyards' recent moves. First, wine sales are on an incline, rising steadily in the U.S. for 25 years in a row. Second, labeling techniques are often the most effective way to catch a shopper's eye. Since brands are in competition with one another for consumers' attention and dollars, the best way to make your brand stand out may be to top competitors' efforts.
According to CNBC, recent label redesigns have involved demographic research. You can tell potential buyers a lot about your wine, even in the small canvas of a bottle label. Choosing imagery that fits with the wine's price point can help consumers gravitate toward your brand. Making sure there are unique design elements ensures that when someone recommends the wine based on its appearance, those they inform will be able to find it on the shelves.
Competition is heating up
The rival brands your wine has to compete with may include large corporations swooping in for a share of the lucrative wine sector. As Forbes contributor Barbara Thau recently pointed out, retail giant Walmart is interested in bottling and selling a house brand of wines. While it wouldn't be the first chain to do so, with companies such as Trader Joe's and Costco already deeply invested, such a large business is sure to make waves with its bargain-priced line of imported and domestic wines.
Thau explained that not only is the U.S. wine market doing brisk business, millennial shoppers have emerged as key consumers. As these shoppers have aged into their prime as earners and buyers, brands have been watching their preferences closely. The fact that wine makes up a major part of millennial alcohol consumption is a green light for the industry to become even more competitive and crowded over the years ahead. Appealing to this audience may call for compelling new labels on your products.