Wine drinkers look at the label
Research by a Chilean wine brand reveals that nearly half of the UK’s wine drinkers are likely to base their choice of wine on the look of the bottle.
The Viña Ventisquero winery, which authorised the study for its Chilean Yali brand, says UK consumers are often overwhelmed with the choice of wines available and often resort to selecting wines on the basis of a striking label.
Yali’s label design shows simple, but eye-catching, symbols portraying Chile, with its long, narrow geographical shape, lakes and green landscapes as well as its northern most exotic, desert territory. The label also features the Yali finch, which is common to Chile.
Melanie Whatmore, Yali’s
marketing manager, said,“Our labels reflect the spirit of our wine to consumers. Our climate, geographical location and vineyards from the best wine producing valleys in Chile, deliver premium quality wine and we need our labelling to embody this and inspire consumers.
The survey confirms that Chilean wine also benefits from the clear labelling that is intrinsic to New World wines. Around 52% of people surveyed said they felt misled by wine labels, while 65% said that they choose Chilean wine because the labels are simple and easy to understand.
According to the survey around a third of people would be more adventurous with wine if they understood the labels and a quarter think that in general, wine labels contain too much useless, un-user friendly information, showing that there is still considerable confusion over the vast selection of wines on
supermarket shelves.
Tim Hill, from Futurebrand, global branding experts, said,“It’s vital that labelling conveys the personality of the brand and tells a clear but intriguing story. Wine labels benefit from being simple to avoid pretension and knowledge assumption.
Viña Ventisquero is also behind Chileno, which was launched by the winery in 2003 and is already set to be the sixth largest Chilean brand in the UK.
