We (ostensibly) do not judge books by their covers. But many of us choose the wines we buy strictly by the label.Wine buyer Bill Abrahamson asked his Northgate/Top Ten managers to guesstimate how many of their wine customers based their buying decisions on labels. "The low was 30 percent. The high was 75," he said. "I think it's probably in that 40 percent range."
The approach is understandable in the ever-more-globalized wine arena. Abrahamson's stores carry about 2,000 wines; imagine if there were that many types of peanut butter or dish soap on the shelves. For all but the most knowledgeable consumers, finding a brand name and label design that appeal or connect makes as much sense as any method.
Still, even novice wine consumers are not necessarily cowed by having too many choices. They might not head into a store with a particular wine in mind, but they'll know it when they see it.
"These tend to be self-guided shoppers who are more intuitive," said Anissa Gurstel, manager of Pairings Food & Wine market in Minnetonka. "For them, the overall synergy of a package is what sells the wine. Does the bottle feel good when you pick it up, look good, spark your curiosity?
"We're visual people, so I think more people shop by the label than would admit it."
That's why wineries put increasing efforts into devising an imprint that sends a message, evokes an experience, provides sensory appeal (soothing, playful, sexy) that will entice a customer who has never tried the product. After all, they get only one chance to make a first impression.
Here's to the ladies
Most label-shoppers are women who are "acquiring the supplies for daily life," Abrahamson said. Marketers have known this for some time and have acted accordingly, as countless new brand names and logos have been targeted directly at that audience.