Wine, Dine, Brand Design

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We’ve all purchased something based on appearance before. In fact, every time I go to the grocery store and peruse the wine aisle, I’m immediately drawn to the bottle of wine that has the cutest looking label. Does this mean that I’m defying one of the top lessons I learned as a child– to never judge a book by its cover? Or is there really something to be said about brand imaging?  I’m thinking that marketing might just have something to do with this…

An article in Wine Business Monthly notes, “Beyond the select few top tier brands of the wine industry–the ones making sales based on reputation and reviews–the most important aspect of any product is its brand image. Image is initially communicated through package design. It is comprised of a variety of individual components that, when combined, create the gestalt of the brand.”

No surprise, then, that some wineries place a great deal of importance on design labels. Others simply believe the quality of wine speaks for itself. Whatever the case may be, multitudes of wines are all competing for the attention of consumers, seeking the ideal combination of both innovation and elegant taste that truly creates the perfect bottle of wine. The combination further creates an opportunity to boost sales and widen consumer loyalty, a primary goal of all consumer brands.

My personal favorite is a charming bottle of SeaGlass Riesling. Its royal blue glass paired with the image of perfectly stacked colorful sea glass immediately transitions me to the rocky beaches of New England before even having a sip. The label itself is what influenced the purchase of this wine, but the combination of brand image and taste is what keeps me coming back for more. Even the cork (or lack of) plays a significant role in the point of purchase of SeaGlass. These days, twist off wine bottles often catch my attention, and are arguably more eco and economically friendly (plus there’s no denying, more convenient!)

It’s natural for consumers to buy what appeals most to their personality. In this case, whether it’s the purchase of a bottle of SeaGlass or another type of wine,  consumers have no reason to walk out of the store with a lackluster bottle of wine.

 

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