American Marketer


Memorable wine labels more likely to see repeat buys: study

February 7, 2012


Easy-to-recognize labels with an animal or other imagery have a better chance of being re-bought, even if the design does not have much to do with the brand, according to findings from a study by Unity Marketing.

Easily-recognizable labels create an unexpected or memorable connection with the consumer's perception of the image and the identification of the wine. Some wine labels that boast critters on their bottles include Yellowtail and Pengwin, but other lesser-known luxury labels have these types of labels as well.

“Critter labels aren’t necessarily the answer for luxury wine brands, but they do make a brand memorable and standout from the crowd,” said Pam Danziger, Stephens, PA-based president of Unity Marketing and author of the study. “That is what is needed to help a brand’s customers find the brand again and again.

Animal instincts
Approximately 795 of 1,201 luxury consumers, or 66 percent of the survey respondents, reported enjoying wine once a month or more often.

Since luxury consumers are likely very busy and therefore do not have time to sort through many bottles, a memorable label will help them to correctly identify the wine.

Non-luxury wine Yellow Tail

However, many luxury consumers think of wine as more of an occasion-specific drink, rather than an everyday beverage.

Therefore, marketers have some trouble pushing their products with this type of message.

A memorable wine label proves useful because a marketer can use the “critter” when trying to cater to different occasions or trying to position itself as an everyday drink.

“Interestingly, few of the luxury wine drinkers believe that wine is appropriate for all occasions,” Ms. Danziger said. “For most of the affluent wine drinkers, wine has a specific and defined place in their lives.

“It isn’t an everyday, every occasion drink,” she said. “Rather, it is chosen for specific times, places and occasions.”

Bâtard Montrachet, Grand Cru has roosters on its label

Drink to that
Another chief learning from the study was the low incidence of ethnic luxury wine drinkers.

Wine marketers should think of expanding their reach to different ethnicities, specifically Asians, Hispanics and Black Americans, according to Ms. Danziger.

This is because these demographics are going to play a part in wine marketing with not only ethnicity but gender and age.

Some luxury wineries are already starting to reach out to and determine demographics.

For example, Justerini & Brooks’ homepage asks visitors which country they are from, possibly to put these marketing techniques into play.

Justerini & Brooks homepage

In addition, hotel chain Auberge du Soleil is attracting new visitors and staying present in travellers’ and wine aficionados’ minds alike through its exclusive Club Vin du Soleil, a quarterly wine club (see story).

By offering a wine club, Auberge du Soleil will keep the hotel and its restaurant and wine offerings front-of-mind.

“This doesn’t mean that every wine brand needs an animal logo, but what it does mean is every wine brand needs a memorable label,” Ms. Danziger said. “Making your [label] memorable, visually-stimulating and easily recalled will take your brand far in winning share of customer wallet.”

Final Take

Rachel Lamb, associate reporter on Luxury Daily, New York