According to a recent Gallup survey, 52 percent of women prefer wine rather than beer. The percentage gets flip-flopped for beer-drinkers with 55 percent of men saying they prefer that beverage. This may be why many wine companies custom labels are designed with a more feminine touch, including detailed landscapes and elegant typography. On the other hand, as reported by this blog, beer label designs tend to favor a more masculine orientation with aggressive colors and fonts.
One specific example of this divide in marketing is from the Washington-based label Chateau Ste. Michelle. According to the New York Times, the winery is rolling out a new advertising campaign aimed at the female demographic with a special emphasis on mothers.
The wine business is working with ad company Cole & Weber United in Seattle. Britt Peterson, United’s director of growth strategy, told the source that the campaign is aimed at “reluctant grown-ups” – women 25- to 38-years-old, including mothers, who still desire fun in their life.
Because the customers are relatively young, Chateau Ste. Michelle has set up an extensive social media campaign to increase brand awareness.
“We’ve been talking about the amazing acclaim and ratings, but the more we learned about how young consumers discover brands that are relevant to them, we found that it really needs to be a two-way dialogue,” Martin Johnson, marketing executive at Chateau Ste. Michelle, told the Times.
While conducting advertising campaigns is a great way to increase wide-scope brand awareness, creating high-quality and targeted custom labels is a great way for wineries to attract the attention of the appropriate demographic in-store. By investing in a Primera LX900 color label printer, vintners can create the custom wine labels they need to create their market corner and become established in the niche.