Generally speaking, the classic front and back label pack design system doesn’t change much from one bottle of wine to another. Wine connoisseurs have the knowledge to select a good bottle of wine – the understand the difference between grapes and provenances, and know the good years from the bad. Most consumers haven’t done their research in this department. If a wine is good, the connoisseurs will seek it out, but how do wines market themselves to the majority of people who love wine but don’t have as much knowledge on the subject?
Many consumers hold unsubstantiated prejudices against certain wines. It’s all too common that one bad glass of French red wine that someone drank five years ago has meant they’ve avoided all French wine since. Others play it safe, only drinking Merlot, never exploring other variants because at least they know, they like Merlot. These are the ways most of us choose wine.
If there are so many consumers failing to properly choose their wines by taste or avoiding them because of prejudice, then one can logically deduce that a brand telling a story, using humour or boldly celebrating its provenance could make a difference. Ultimately, none of these methods will work unless they are backed up by great structural or graphic design.
What are the areas that wine brands be looking to exploit and which ones are already there?
Storytelling
The bottles below from Matsu wines are adorned with photographic portraits depicting three generations that devote their lives to the Spanish fields from which the wine is harvested. The personality of each wine is reflected in each man’s character and expression. The story of the brand is at its heart and has a powerful appeal within it.
Provenance
One way wine lovers who aren’t connoisseurs choose their product is by the country its from. It makes sense therefore, to make the provenance very clear on the front of the pack. If the area of origination is widely known as a good one for wine, new customers will be attracted too.
Taste
A gorgeous, simple design that simply states the essential information that those who don’t know too much about wine want could be just the trick. Classy and unintimidating.
Curiosity
If the pack design is premium and it looks cool but have no idea what it is we may just give it a go. This method of choice isn’t recommended to cats.
Humour
Humour is a universal language that is utilised to good effect across all FMCG categories. It works and can make even the most premium brand approachable.
