Label Analytics: Improving Your Wine Label Development, Evaluation, and Validation with Wine Shopper Research
originally published Feb. 21, 2019, on Wine Industry Network and Wine Industry Advisor
Introducing: “B.E.S.T. Practices for Label Development” – a new framework from the researchers at Label Analytics.com
When creating a new brand, or refreshing an existing brand, determining what label design will best showcase and sell your distinctive wine is critical. You are sure that if you can just get it packaged, people will buy it. In bygone days, “make great wine and they will come” held true. But no longer. Undoubtedly the first thing you should be thinking about, and certainly what any wine marketer will be worried about, is what will sell this wine.
Distributors and retail buyers know the critical point for your new brand is on the retail shelf. Will wine shoppers notice your new brand? Will your brand spark their interest? Will they pick up the bottle and decide to buy it? AC Nielsen research found that the “look of the bottle” drives 80% of the purchase decision. So, before your customers have a chance to taste your wine, they must first be attracted to your brand through your label.
As a professional wine marketer investing the money it takes to launch a new brand or refresh an existing brand, you will undoubtedly want to base your branding choices and package design decisions on insightful wine shopper research. At Label Analytics we measure five steps of the wine shopper purchase decision in hundreds of label tests each year. We take the guesswork out of what attracts shoppers.
Based on a patented research approach and insights from testing over 600 wine packages, Label Analytics has developed a framework titled “B.E.S.T. Practices for Label Development” to support your package design process. It is designed to answer the important questions at each development stage (Benchmark, Explore, Substantiate, and Talk It Up). In this series of articles, we will step through the process of creating the perfect package for your target customer. Label Analytics will help you do the hard work and will assist you in coming to market with a winning label and price point for a wine that sells.
Upcoming articles will flesh out the stages of our B.E.S.T. Practices for Label Development: Benchmark, Explore, Substantiate, and Talk it up
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