Except for highly involved wine drinkers, who enjoy the search process, most wine consumers are overwhelmed by the number of wines available to them in a retail store. The everyday consumer is presented with thousands of brand names, dozens of grape varieties, a multitude of regions, and a plethora of wine labels, styles and prices from which to choose. Not surprisingly, purchasing wine can be confusing, and for most consumers, involves some degree of risk.
The general consumer approaches wine purchases with caution, examining the products’ attributes as part of a risk reduction strategy. Some of a wine’s attributes, such as the quality or the taste, can only be assessed during consumption, but others, such as the brand name, any awards or cellaring advice are found on the wine’s front and back labels.
Wine labels play a significant role in consumer choice; they are prime ‘real estate’ for wine producers to promote directly to the customer. But just as all wines differ, so too do their labels. And when the average person spends just a few minutes browsing and selecting a wine in a store, there’s only a small window of opportunity for a product to stand out.
So, is there an ideal mix of information? Or are customers solely driven by price? The truth of the matter is that price does matter, with the typical consumer buying within a price point. But beyond price, there is a realm of opportunity for wine producers to explore.
This depiction presents various wine label factors that can affect consumer choice. It is is a summary of several research projects that have been conducted at UniSA.
Read more at unisabusiness magazine.