Practical Winery
65 Mitchell Blvd, San Rafael, CA 94903
phone: 415-453-9700 ext 102
email: Office@practicalwinery.com
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Summer 2011
PACKAGING
C
onsumers are presented with a vast array of products and product attributes to consider when making a wine purchase decision — thousands of brand names, dozens of grape varieties, regions, labels, wine styles, and a large range of prices to choose from.
Not only are consumers faced with myriad choices, but each purchase is also associated with a perception of risk, which often leads them to approach the purchase with a degree of fear, insecurity, skepticism, and caution. This insecurity is increased if the wine is being bought for a special occasion, such as a gift or a festive social dinner.
Consumers seek to examine a wine’s attributes as part of a risk reduction strategy. Some of a wine’s attributes, such as quality or sensory characteristics like taste, can only be assessed during consumption. Other
Influence of Back Label Text on Wine Choice
BY
Simone Mueller,
Larry Lockshin,
Jason Blanford,
Ehrenberg-Bass Institute
for Marketing Science,
University of South Australia
attributes, such as brand name, awards, production procedures, and cellaring advice, may be found on a wine’s front or back label and may assist consumers in evaluating the wine prior to purchase.
Front labels convey (with some exceptions) the most essential and legally required information about the product: the winery’s name, grape variety, grape origin, vintage year, and alcohol content. The back label often describes sensory characteristics of the wine, winemaker’s notes, and compatible foods for the specific wine style.
A wine’s front and back label are the most cost-effective form of marketing promotion, and a way for wine producers to communicate directly with customers at the point of sale. It is, therefore, surprising that so little research has been conducted on what statements on the back label have the most influence on consumer purchasing.