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What the wine label tells

 

The label is the dressing that most dresses the bottle, the one that identifies and presents the wine with a simple glance. She is the bearer of the brand, of its history… and for this reason we love to discover its origins; some that started many years ago ...

Wine labels: the origin

The beginning of wine labeling dates back to the 18th century where the Egyptians labeled their wines detailing the vintage, the production area and the person who produced it; the winemaker. The first were made in the Monasteries due to the need for wine in Christian sacraments, and the first handwritten label is attributed to the monk Pierre Perignon. A label whose material was parchment and was attached to the neck of the bottle with a piece of string.

wine labels

At first, only the information was taken into account for the elaboration of the label. And it was not until the twentieth century, when the aesthetics of labels began to be considered, thanks to the techniques offered by the printing press.

Over time, labels in many sectors have evolved both in terms of materials and creativity, but wine labels are immobile to change.

What do wine labels tell us?

If a product did not carry a label, would you trust it? The label gives us the security of knowing what we are buying.

Wine labels give a lot of information about the product and make it easy for the consumer to choose. In them it is mandatory that the following detailed information appear: the product category (wine, sparkling wine, sparkling wine, etc.), the origin, the alcoholic degree (expressed as a percentage), the bottler, the volume (capacity bottle), the batch number and, if any, the presence of allergens.

In addition, many wines add other information considered non-mandatory, such as: the year of harvest, the grape varieties, the production methods, etc., and in some cases include a counter-label to explain the history of the winery, propose pairings. and include the logo of the appellation of origin. The more information the better. Thus, the consumer feels more informed and can choose his wine with greater certainty.   

wine label design

But information is not everything. How would a consumer choose a wine if the label only contained information on the vintage, the production area and the winemaker? We agree that the choice would be much more difficult and boring. It would surely lead to many failures. That is why the design and the possibility of making more attractive labels have flooded the shelves of supermarkets, bars and restaurants, to the point of over-saturating and making it difficult to choose.

With so many elements at stake, the consumer often bases their choice on a 'catchy name ', on striking colors or on the prestigious symbols that appear on the packaging. But is that conscious choice? Sometimes, something prompts us to make the purchase decision and we do not know the reason, since our unconscious perception has a great weight in the final decision to purchase a certain product.

The relationship between a wine and the consumer begins with a label

The label is the identity and the guarantee of the wine, since it makes it the only information available to the consumer and consequently the commercial weapon.

But not all consumers look for the same thing in front of a label. The amateur consumer will look for in the product everything that allows him to taste a good wine. However, the casual consumer will look for familiar reference items, terms, logos or images that give them a sense of quality shopping. For all this, the wineries try to distinguish their image and presentation from the rest, being original both in design and in conception, since the better dressed the bottle is, the better its personality will shine.

According to a study, " a wine plays its relevance and attractiveness to the customer in the mass market in just seven seconds ". And it is that more than half of purchase decisions are made in front of the linear, at the right moment of purchase. That is why it is of vital importance that brands identify the values that build their identity and highlight them from the rest on the packaging and / or label. 

custom wine labels

Another important piece of information from the study is that two out of three users worldwide say they pay more attention to labels than they did two years ago. Although it also informs us of the problem that almost half of consumers (45%) have when it comes to understanding what they read on the label. For this reason, it is even more important to create a good design, since as the saying goes: " The first bottle is sold by the designer, the second by the winemaker."

The latest trend in labels; provocation

With all the above mentioned, the current market is full of good examples of wine labels that base their promotion on provocation and visual impact.

Here are 4 examples, which one do you prefer?

  • Hold and Hollo: with colors and a material that are far from the classic labels, the Hold and Hollo brand won the Moon Valley Wines contest with this design.
  • Just Good Wine: The provocative message and its typography represents a very unconventional punk mentality.
  • Meteor Merlot: This Work Labs design mimics a star-filled night sky. The shape, position and size of the stars vary, making the star’s flow throughout space and each bottle unique.
  • 7 Sins: this series of labels allows you to dress the 7 deadly sins: Anger, greed, lust, envy, pride, gluttony and laziness. With these designs, it's hard not to be tempted.

What does Wine Design do about it?

At Wine Design we are experts in the manufacture of labels for wine bottles. In our years of experience, we know the importance of research, innovation and business productivity to develop new solutions that anticipate and / or adapt to market trends. 

For this reason, we know the opportunity that wine label makers, wineries and designers have… to innovate and differentiate themselves from their competitors in a sector as especially traditional as this one. In addition, wine is related to social activities that facilitate consumption among the youngest. An audience that is undoubtedly more predisposed to riskier and more innovative proposals that open a path of unlimited creativity for agencies.

From Wine Design we make our experience and resources available to this industry to drive this sector towards change and modernization. How? Through emerging technologies such as liner less, sleeves or customization of labels, with digital printing.

Do you need a label for your wine? Would you like to jump into change?

Contact us to design your best cover letter.

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