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Message on a bottle: The wine label's influence
Abstract
Purpose
The choice facing a wine consumer is one of dizzying options with thousands of wine brands available. Packaging and labeling are among those cues consumers use when choosing wines. The purpose of this paper is to better understand the influence of two labeling variables – design genre and brand naming convention – on perceptions of wine and wine choice by occasion. In particular, three types of label design and naming conventions (traditional, contemporary, and novelty) are examined.
Design/methodology/approach
A 3*3 (three versions of visual design and three brand naming conventions) factorial design was used to expose participants to a set of three wine label design variations. Participants viewed wine labels online at www.ratethelabel.com and then completed a web‐based survey designed to measure the influence of label design and brand name on wine perceptions, purchase intent by wine use occasion, and the relative importance of factors affecting wine choice.
Findings
Despite the popularity of novelty designs and names, participants preferred traditional labels and names. Label design and name were not as influential as wine type, brand familiarity, and price for wine choices made across four wine use occasions. Label design and brand name likeability mattered only for gift choices.
Practical implications
For wineries developing or revising labels, traditional designs should be considered despite the current trend to use novelty labels.
Originality/value
This study assessed consumer response to a trend in the wine industry – the use of novelty designs and names.
... Besides, there have been conducted researches on the AR and QR codes of wine labels as a way to promote and to enrich the consumer's final experience (Acuti et al., 2022;Vrigkas et al., 2022;Yamshchikova, 2023). However, there may be a need for further research to compare and analyse customers' perception and intention to buy the wine based on the label categorization (Sherman & Tuten, 2011): traditional, contemporary and novelty; as well as, the intention to scan a QR code and willingness to pay more than usual for novelty labels. ...
... The wine labels were created using AI tools and keeping the same image topic on them (an image of a bird) in order to eliminate any bias created by the style, region, producer, or label image. Further in this research, a (Sherman & Tuten, 2011) classification for the wine labels will be used (Sherman & Tuten, 2011): traditional (label A), contemporary (label B) and novelty (Label C) ( Figure 1). ...
... The wine labels were created using AI tools and keeping the same image topic on them (an image of a bird) in order to eliminate any bias created by the style, region, producer, or label image. Further in this research, a (Sherman & Tuten, 2011) classification for the wine labels will be used (Sherman & Tuten, 2011): traditional (label A), contemporary (label B) and novelty (Label C) ( Figure 1). ...
The study investigates the influence of wine labels on consumer attitudes and purchasing intentions. It uses a quantitative study with diverse adult demographics and an online survey to test three approaches to wine label design. The research, inspired by a case study by the Australian winery “19 Crimes GBL,” found that wine with novelty labels provokes more attention to buy, followed by traditional labels. Contemporary labels showed the lowest intention to buy. The expected perception of novelty wine labels as appealing, exciting, and enjoyable was confirmed, but the expected perception of adding value for money was not confirmed. This research has practical implications for the wine industry, demonstrating how implementing label design approaches can strengthen customer perception and influence purchasing intentions. The study contributes to the advancement of research on wine label design practices by developing a research framework and providing evidence on the direct and indirect effects on customer choices.
... For these reasons, wineries often contract their wine labels to be created by artists. Color [12,13], text font [14], location of origin [15,16], and wine name [17,18] on the front wine label have all been found to affect consumer response. ...
... Different names for the same wine were studied in the Australian market between 2011 and 2016 [17], finding that for premium wines, the French synonymous variety name would incur a price premium compared to the non-French name (e.g., Syrah vs. Shiraz, Pinot Gris vs. Pinot Grigio). Sherman and Tuten [18] compared traditional, contemporary, and novelty wine label designs for three fictitious brands of Yakima Valley, WA, and Petite Syrah wines. They found that traditional labels with regard to brand name and label design seem to be more appealing to wine consumers than other styles of wine label; however, in their study, the same variety (Petite Syrah) was displayed on each label. ...
... The fictitious winery name was created by the researchers to both sound believable and typical of a Pennsylvanian wine experience regardless of region (Mallard ducks are a common sight in parks in Pennsylvania). "Critter labels" have been used many times to gain interest among wine consumers, and local animals can portray ideas of the local experience [18]. The yellow/gold background color was based on a "typical" wine label [12] and is also a frequently used color in Bordeaux wine labels [9]. ...
The purpose of this research was to investigate Mid-Atlantic USA wine consumers’ preferences for front wine label attributes for a lesser-known/unknown local wine variety. The wine consumer base in this part of the USA exceeds that of California. Although the mid-Atlantic is experiencing an increase in the number of wineries, there is a lack of region-specific consumer research that could be the basis for marketing strategies that may differ from those in more established wine regions, such as CA. We recruited 1011 mid-Atlantic consumers who drank wine (at least 1×/month) to view variations of a wine label, differing in wine tag, location description, font types, and images in a choice-based conjoint experiment. A greater percentage of consumers selected the “White Wine” tag and scripted fonts than the other options, with a generalized county text (“Proudly produced in Lehigh County, PA”) being selected by more participants than the American Viticultural Area (AVA) (“Lehigh Valley AVA”) or state (“Pennsylvania”) texts; however, the location text had a lower importance than the wine tag variable. This study implies that a generalized county text that describes a more specific location where the grapes were grown may be more favorable to mid-Atlantic consumers in comparison to AVA or state texts, and that traditional images and generic wine labels are more preferable than wine labels they have not seen before and more contemporary label styles. Wineries in the mid-Atlantic region may want to add generalized county texts to their labels to appeal to the regional audience. As AVAs are used to promote specific wine regions in the USA, and only some consumers choose wines based on these designations, governments and marketing organizations may want to increase education on local AVAs to increase consumer awareness and interest. In addition, consumer differences in variety-seeking behavior and subjective as well as objective wine knowledge, but not attitudes toward locally produced foods, affected wine label choice: Consumers scoring higher in variety-seeking and wine knowledge preferred the specific wine varietal over the generic wine tag; similarly, consumers that indicated familiarity with the wine varietal also preferred the specific wine tag over the generic label. Differences in consumer psychographics appear to modulate front wine label preferences.
... The goal factors that mostly impact on consumer choice had been defined by researchers. Among them are the region of wine origin [6][7][8][9][10], the brightness of the label, brand and grape variety [11][12][13][14][15][16][17]. It should be noted that the trend of "competent consumer" and the role of informativeness of goods including its sufficiency, reliability and accessibility develop today. ...
... It should be noted that the trend of "competent consumer" and the role of informativeness of goods including its sufficiency, reliability and accessibility develop today. Also scientists have established the importance of demographic factors affecting the choice of consumers, specifically, age characteristics, income and employment, consumption needs [11,13,[18][19][20][21][22][23][24][25][26]. ...
... According to information published in previous studies [8,11,13] sensory properties of wine are the main factors that impact on consumer preference. Wine organoleptic attributes were counted practically equally between genders and ages of Ukrainian consumers in our study. ...
... Design Style -Three distinct categories of wine labels based on the name and imagetraditional, contemporary, and novelty (Sherman and Tuten, 2011). ...
... Some wine drinkers may use information that is directly related to the product or processing, such as the region, vintage, year, and variety (Sherman & Tuten, 2011;Sáenz-Navajas, et al., 2013). In wine research, these types of information are referred to as intrinsic variables (Lockshin & Rhodus, 1993) and experience with one or more of them may make someone more likely to purchase one wine over another. ...
... Second, the use of narratives and the ability to communicate a story through a label has been shown to grab consumers attention (Padgett & Allen, 1997) and increase the likelihood of a connection that leads to purchase (Chiu et al., 2012). Third, Sherman and Tuten (2011) established three distinct categories of wine labels that attract different consumer groups: traditional, which typically include images of coatsof-arms, chateaux, vineyards, or stately visuals; contemporary, which often utilize realistic images of art or animals that are more recognizable to consumers; and novelty, which feature images of caricaturized animals or cartoons. Finally, this conveyance of luxury, perceived quality, and the amount a consumer is willing to pay for a wine have been shown to impact the purchase intent of wine (Beverland, 2005). ...
The goal of this research is to understand the influence of wine label visual sensory cues on the perceived sensory taste of wine. This five-phase research study uses consumer culture theory as a framework, which views consumers as identity seekers navigating opportunities in the marketplace that provide a message that embraces who they are based on their own experiences (Askegaard & Linnet, 2011). With increasing experience, wine drinkers create associations between verbal and visual cues on the label, that form expectations for how the wine should taste. This study refers to these variables as visual sensory cues, which become associated with sensory attributes and bias the sensory experience of wine. Visual sensory cues on a label help form the brand image of the wine that impacts purchase intent and appeal (Hoegg & Alba, 2007b). Brand image is measured using four categories; brand personality, design style, narratives, and conveyance of luxury. Willingness-to-pay is used as a measurement to assign value to visual sensory cues and determine if this results in a cross-modal sensory association that impacts the taste of the wine. This study uses the epistemological approach of pragmatism to mix methods from different paradigms on their basis of usefulness to addressing the research questions (Collins & Hussey, 2014). These methods include a quantitative online survey using seventeen uniquely classified wine labels. The survey reveals that wine drinkers anticipate a wine will taste better after seeing a label they identify with. An in-person taste shows that wine drinkers were unable to discriminate between two wines using only taste. A second in-person taste test using the same two wines and two uniquely visually classified labels demonstrates that when consumers identify with a label, they believe the wine tastes better. Follow-up in-depth interviews find wine drinkers look for a label that is “for someone like me” and this impacts the overall sensory experience of the wine. The results of this research reveal a cross-modal association that results when a wine label is identified with through visual sensory cues and this process influences the actual taste of the wine.
... Numerous studies have examined wine choice in the context of these varying attributes, for example, Lockshin et al. (2006) examined cues such as regionality, price, brand name and show medals. The use of different label information and designs has been studied by Sherman and Tuten (2011). While the importance of the use of brand names (producer or wine names) has been examined by Brochado et al. (2015). ...
... A body of literature exists which uses consumer surveys to describe preferences for wine names and label information, for example, Sherman andTuten (2011), Forbes andDean (2013) and Brochado et al. (2015). In addition to changes in label design, Sherman and Tuten (2011) examine the impact of different wine names on the US consumers. ...
... A body of literature exists which uses consumer surveys to describe preferences for wine names and label information, for example, Sherman andTuten (2011), Forbes andDean (2013) and Brochado et al. (2015). In addition to changes in label design, Sherman and Tuten (2011) examine the impact of different wine names on the US consumers. In general, they found that traditional or conservative wine names were preferred to novelty or contemporary names. ...
Purpose
The purpose of this study is to illustrate a general method for identifying the price impact of using a different varietal name for a wine.
Design/methodology/approach
A revealed preference research approach is employed using marketed wines and prices. Price impacts are estimated using hedonic price models which control for the influence of other factors on prices. The technique is applied to the use of accepted synonyms to describe different varieties of Australian wine.
Findings
The use of varietal synonyms in the Australian market is suggested to be more of a marketing strategy designed to command a higher price rather than because of wine stylistic reasons. Important premiums are estimated for the use of the terms Syrah, Pinot Gris and to a lesser extent for Fumé Blanc.
Practical implications
Australian wine producers may be able to command price premiums by strategically choosing a name for a particular varietal. It appears no significant stylistic changes are needed to “justify” any varietal name change, and as such, only a label name change may be required. A switch to French-associated or -sounding names for a wine varietal may result in price premiums for Australian producers.
Originality/value
The paper illustrates a general revealed preference method for identifying wine varietal name price premiums and further illustrates the importance of “Frenchness” in wine name use.
... In the purchaseselection of wine, consumers use a variety of extrinsic cues to assist them in selection. As discussed, the brand is one such cue, and here familiarity is crucial (Sherman & Tuten, 2011). As consumers become repeatedly exposed to a particular brand of wine, they gain BF. ...
... In turn, this decreases risk in the selection of (Yuan & Jang, 2008). A study conducted by Sherman & Tuten (2011) evaluated the relative importance of strategic factors affecting wine purchasing decisions. These factors included country of origin, BF, year bottled, wine ranking, label appearance, region, brand name appeal and price. ...
... Their findings indicated that while the choice of wine is dependent on the occasion for which the wine is being consumed, the first factor driving a consumer's wine choice, irrespective of the occasion, is the type of wine, followed by BF and price. Notably, when wine is consumed in a social setting, and is likely to be judged by others, BF becomes more important than price (Sherman & Tuten, 2011). ...
Theory posits that, over time, placebo-Type brand-equity effects may develop through the process of wine purchase and consumption. This being so, the extent to which factors like brand familiarity, brand exposure and brand knowledge combine to inform and reinforce such brand-equity effects remains still largely unexplored. With the aim of modelling this potentially mediating dynamic, we present a two-stage wine tasting experiment employing the combined reportage of fourteen experimental groups, each consecutively tasting seven Sauvignon Blanc wines first blind, and then, afterwards, sighted. Results demonstrate how brand familiarity mediates the effect of brand exposure on the sighted assessment of wine both directly, and via its relation to brand knowledge. This novel finding extends the literature on the consumer response to brand information, suggesting that conventional mass media marketing strategies aimed merely at imparting brand knowledge may prove insufficient unless they also create a degree of brand familiarity in the minds of their customers.
... In terms of how wineries convey content, the primary wine marketing avenues include: product labeling and packaging (e.g. wine label design; see Sherman & Tuten, 2011;Elliot & Barth, 2012), print media (e.g. advertisements in journals; see Tiefenbacher, 2013), and web-based media (e.g. ...
... winery websites or web-based advertisements that frequently show wine labels; see Thach, 2009). Labels remain an essential source of information from which to make buying decisions (Sherman & Tuten, 2011). Importantly, effective wine label design increases the likelihood of consumer purchase (Boudreaux & Palmer, 2007;Thomas & Pickering, 2003). ...
... Importantly, effective wine label design increases the likelihood of consumer purchase (Boudreaux & Palmer, 2007;Thomas & Pickering, 2003). Sherman and Tuten (2011) categorize label designs into traditional, contemporary, and novelty types. Traditional designs typically contain family crests, and/or graphics such as generic vineyards or the estate. ...
The use of place and geography in wine marketing is well documented. Oklahoma, a state not often associated with producing wine, contains many wineries that use place to market their products. These wine producers construct specific and generic place-based identities that appeal to local and non-local wine consumers. In this study, we take an in-depth look at exactly how Oklahoma wineries use place and geography to market their products. We employ qualitative content analysis to evaluate the websites of 39 Oklahoma wineries, specifically focusing on graphics and text on wine labels and winery logos. Our analysis reveals the predominant themes presented on labels and logos that clearly connect the wine and/or winery to its location. Examples include noticeable links to Oklahoma historic events (e.g. Land Runs, boomer and sooner references), Native American culture, and local natural hazards (severe weather, especially tornadoes) to name a few. Importantly, the geographic scale at which most place associations occur is at the state-level. Rather than constructing more localized regional identities (e.g. based on region, which is very common), these wineries have cultivated a decidedly Oklahoman sense of place.
... Label is a simple term meaning "a display of written, printed, or graphic matter upon the immediate container of any article"; labeling is a broader term, containing labels and other visual data on a product [16,17]. Labeling along with packaging are the cues that consumers use when they choose wines [18]. A wine label must include the brand name, class of wine (type, vintage date, the appellation of origin, etc.), place bottled or packed stated as, "bottled by" or "packed by" or "imported by" for imported wine, the net contents, declaration of sulfites, alcohol content declared as "Alcohol _% by Vol. ...
... Visual attributes of the packaging such as the colors are often used to evaluate their impact on the intent of purchase or perceived quality [19]. But labels (as information mean), are considered to be among the most important cues consumers use in the wine choice decision [18]. Considering that wine is a hedonic product, the use of names that notate high-quality features may be important [20]. ...
For the majority of consumers, the label is the primary motivation for wine purchases. Ιt appears from the literature that consumer behavior is influenced by the variety of information on the label, which captures with simplicity and clarity, the key information that the potential buyer needs to know. History, place, variety, name, and figure, are some of the basic elements that form the wine label and have the potential to profoundly affect consumer engagement with bottled wine. What do Greek Wineries wish to communicate through their wine labels? Historical concepts, identity, or quality? Could soft power and place branding be suitable factors to help transfer this message and achieve wishful feedback to the consumer’s awareness? A case study is presented, according to which Greek producers select three fundamental cues: toponymy, name description, justification of the name choice and language. Driven by this case study, the paper intends to open a discussion about the implementation of theories such as soft power and sense of place by wine industries on a global level in combination with the importance of the toponymy, not only on the labeling but also on other communicational aspects.
... Wine labels contain both informational (e.g., style and production overview) and design (e.g., color, illustration) features. While several studies focus on label design and its role in branding and consumer purchase intent (e.g., [12,13]), it is likely that the information component of wine labels has primacy in affecting choice and purchase behaviour [8,10,[13][14][15]. A notable exception is in the case of millennials (consumers born between approximately 1981 and 1996), who place relatively high value on design elements [6]. ...
... Wine labels contain both informational (e.g., style and production overview) and design (e.g., color, illustration) features. While several studies focus on label design and its role in branding and consumer purchase intent (e.g., [12,13]), it is likely that the information component of wine labels has primacy in affecting choice and purchase behaviour [8,10,[13][14][15]. A notable exception is in the case of millennials (consumers born between approximately 1981 and 1996), who place relatively high value on design elements [6]. ...
Wine label information is an important aid for consumers in making purchase decisions. However, the influence of label information types in the context of sparkling wines is poorly understood, despite the global growth of this product class. Using an online survey of 576 Ontario sparkling wine consumers, we sought to examine this knowledge gap using two complementary approaches. First, participants were presented with a set of two mock sparkling wine labels, selected at random, from a set of eight conditions. One condition (control) contained all seven of the information types from Shaw et al. (1999) (endorsements, parentage, attributes, target end use, target end user, manufacture, nonpareil), whereas the other seven omitted one of each of these elements. Respondents then rated their willingness to buy, willingness to pay, and the perception of quality. Lastly, they self-rated the importance placed on 14 different label information statements when purchasing sparkling wine (5-point Likert scale from 1–not at all important to 5–extremely important). Results show that including a description of the wine’s sensory attributes on sparkling wine labels is important to consumers overall, except for those with a high subjective knowledge of sparkling wine, and those who normally spend more than CAD 30 per bottle, as these groups are more willing to buy, willing to pay, and rate their perception of quality higher for labels that do not include attribute information. Grape variety/blend and production region information are rated high in importance. Alcohol content is more important to young consumers and those who prefer Prosecco-style sparkling wines, whereas vintage/year is more important to consumers who prefer Champagne-style sparkling wines. Expert endorsements are rated low in importance, and younger consumers are more willing to buy sparkling wine with the endorsement information removed. We conclude that sparkling wine label information content should be optimised for different market segments and consumer characteristics. This study provides important insights that can guide sparkling wine marketers and retailers in this process.
... Chaney analysed the decision making of UK consumers when it comes to wine purchase, revealing that little to no proper research by the customer is conducted prior to the purchase, the consumers reflecting more on the options they were to find in the store [44]. Further extensive research proved that, indeed, the aspect and attractiveness of the label plays a more important role in the purchase and consumption of wine [45][46][47][48][49]. Consumers are also more likely to choose a wine whose name has a certain degree of notoriety [42,49] or a wine which they have previously tried [10] or has been recommended by acquaintances [42,43]. ...
... Chaney analysed the decision making of UK consumers when it comes to wine purchase, revealing that little to no proper research by the customer is conducted prior to the purchase, the consumers reflecting more on the options they were to find in the store [44]. Further extensive research proved that, indeed, the aspect and attractiveness of the label plays a more important role in the purchase and consumption of wine [45][46][47][48][49]. Consumers are also more likely to choose a wine whose name has a certain degree of notoriety [42,49] or a wine which they have previously tried [10] or has been recommended by acquaintances [42,43]. Factors such as the geographical origin of the wine and type of grapes also play an important part when deciding over the type of wine one is going to pick out of a multitude of choices [42,[50][51][52]. ...
Wine, one of the world’s oldest and most popular beverages, has a distinct variety matching a diverse base of consumers worldwide. The study was conducted in two counties of Romania in order to identify consumers’ perception towards wine consumption, as well as the driving factors behind wine consumption and the decision process of choosing a certain type of wine. Thus, four factors were identified through principal component analysis: intrinsic cues and consumers’ experience, extrinsic cues and origin, notoriety and the label and package of the wine, correlating them with the socio-demographic characteristics of our respondents. It might be concluded that the intrinsic cues and consumer experience ranked highest among the priorities of the participants between 35 and 45 years old when choosing a certain type of wine. Additionally, notoriety was more valued by people with higher income, and people with experience in the domain inclined to pay more for a bottle of wine.
... Packaging, labels, and label information can be presented to panelists and consumers through images as stimuli, which have been shown to render similar results statistically compared to those when the packaging is physically available [3] and compared to the sensory characteristics of other products, such as chocolate [4], yogurt [5], beef [6], and baby formula [3]. Furthermore, label designs are one of the most important factors defining the preference and purchase intention of consumers toward wines in general [7], consumers with low involvement [8], and millennials [9], especially when assessing labels with recognizable features, such as animals, novelty designs [7], and colors [10]. ...
... Packaging, labels, and label information can be presented to panelists and consumers through images as stimuli, which have been shown to render similar results statistically compared to those when the packaging is physically available [3] and compared to the sensory characteristics of other products, such as chocolate [4], yogurt [5], beef [6], and baby formula [3]. Furthermore, label designs are one of the most important factors defining the preference and purchase intention of consumers toward wines in general [7], consumers with low involvement [8], and millennials [9], especially when assessing labels with recognizable features, such as animals, novelty designs [7], and colors [10]. ...
Labels concepts, information, logo, figures, and colors for beverages are critical for consumer perception, preference, and purchase intention. This is especially relevant for new beverage products. During social isolation, many sensory laboratories were unable to provide services, making virtual sensory sessions relevant to study different label concepts and design preferences among consumers. This study proposed a novel virtual sensory system to analyze coffee labels using videoconference, self-reported and biometric analysis software from video-recordings to obtain sensory and emotional responses from 69 participants (Power analysis: 1 - β > 0.99) using six different label concepts: i) fun; ii) bold; iii) natural; iv) everyday; v) classic and vi) premium. Results showed that the label concept rated as highest perceived quality was the Premium presenting significant differences (p < 0.05) compared to all other concepts. The least score for perceived quality was attributed to Bold due to confronting aroma lexicon (cheese sip), which is supported by previous studies. Furthermore, even though graphics, colors, and product name could be considered positive attributes, they do not determine perceived quality or purchase intent, which was found for the concepts bold, everyday, and classic. The findings form this study were expected and are consistent with those from similar publications related with labels, which shows that the proposed virtual method for sensory sessions and biometrics is reliable. Further technology has been proposed to use this system with multiple participants, which could help beverage companies perform virtual sensory analysis of new products' labels.
... In fact, Sherman and Tuten (2011) conclude that consumers are likely to spend 200 percent more in a bottle of wine if their primary motivation is to offer the bottle as a gift than if the intent to consume it at home. Moreover, consumers are usually pressured by subjective normsthe social pressure for people to behave using the same norms as the group (Ajzen, 1991)therefore, if they are buying a product for a social event, they usually tend to think about how to satisfy the groups' interests. ...
... Nevertheless, purchase intention is proven to be highly affected by individuals' wine desire, their quality perceptions and attention levels to the bottle of wine. These conclusions go in line with the literature and put in evidence the weight that wines labelling has on ones' expectations and choices (Lange et al., 2000;Lick et al., 2017;Lockshin and Corsi, 2012;Pieters and Warlop, 1999;Sherman, S. and Tuten, 2011;Wedel and Pieters, 2000). As Barber and Almanza stated: "consumers shop with their eyes" (2006: 85) and it is widely recognized the impact and influence that visual attention has on the buying experience (Pieters and Warlop, 1999). ...
Purpose
Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators..
Design/methodology/approach
The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded.
Findings
Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions.
Originality/value
By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.
... Wine purchasing usually relies on three aspects, namely the wine brand, the country/region of origin and the price (value-for-money) compared to the quality (Heslop, Cray, & Armenakyan, 2009). The aspects that relate to wine purchasing have enjoyed much scholarly attention ranging from willingness to pay for sustainable/organic wine (Barber, Kuo, Bishop, & Goodman, 2012;Montella, 2017;Schäufele & Hamm, 2017;Vecchio, 2013), previous experience/wine tasting (Mora & Moscarola, 2010;Demossier, 2012;Saayman & van der Merwe, 2015;Shapiro & Gómez, 2014), and wine labelling/advertising (Delmas & Grant, 2014;Elliot & Barth, 2012;George, Lymperopoulos, Dimitrios, & Christou, 2014;Sherman & Tuten, 2011). Another interesting result indicates that geographic indicators such as wine of origin (WO) play a particular role in purchasing behaviour of wine consumers (Heslop et al., 2009). ...
... However, the influence of attending culinary festivals and lifestyle programmes have not yet been identified as influential attributes. Wine variety and traits which include aspects such as the wine label, varietal and wine region, have been identified in the majority of previous research (see Bruwer & Buller, 2013;Delmas & Grant, 2014;Elliot & Barth, 2012;George et al., 2014;Goodman, 2009;Goodman et al., 2006;Heslop et al., 2009;Lockshin et al., 2006;Sherman & Tuten, 2011;Thomas & Pickering, 2003;Williamson et al., 2016). Alamanos et al. (2016) also identified holiday/travel as an influential attribute while dietary and health concerns have been identified by Crespi-Vallbona and Dimitrovski (2016), Higgins and Llanos (2015), Chang et al. (2016), Samoggia (2016) and López-Guzmán et al. (2017a). ...
Orientation: Wine festivals and events not only attract visitors, but also play a vital role in creating exposure to regional wines and wineries, increasing regional wine sales and stimulating wine tourism. Research design, approach and method: For this quantitative research, a visitor survey was conducted at a regional wine festival in South Africa. Following a convenience sampling method, 473 completed visitor questionnaires were obtained. Research purpose: This research aimed to identify the determinants of three key behavioural intention factors, namely: wine tourism sharing and affiliation, festival loyalty and regional wine appreciation, as well as wine purchasing and regional wine recommendation through a set of three linear regression analyses were performed, which included each of the three behavioural intention factors as separate dependent variables. The independent variables included motives to attend the festival and wine preference attributes Main findings: The results showed a different set of statistically significant determinants for increasing each of the three dependent variables In all three cases the behavioural intention factors were also statistically significant, indicating a strong relationship between the factors. Implications: Festival organizers can use the findings, destination managers, as well as regional wineries/estates to increase regional wine purchases and positive referrals regarding the wine region.
... This project aims to give continuity to the schemes that analyze the influence of the content of the product's label on the purchase intention for the product (Sherman and Tuten, 2011;Tang et al., 2015;Danner et al., 2017). Additionally, this study focuses on analyzing the presence of the denomination of the product's origin, nutritional information, and health warnings on the product's label in relation to consumption, and it seeks to examine how these aspects relate to the purchase intention within the two classifications -expert and non-expert -and by gender. ...
... Therefore, the descriptions provided on the wine bottles' labels are usually very useful information for the consumer at the moment of their choice. Sherman and Tuten (2011);Tang et al. (2015), and Danner et al. (2017) have pointed out that wine labels play a meaningful role in the consumer's choice, influencing their expectations and emotional responses and generating changes in the acceptability of the product. ...
This paper aims to analyze the influence of the content of the label of wine bottles on the purchase intention of wine. The sample was 114 individuals (51, 32% women and 48, 67% men) inside simulated Supermarket at Javeriana University of the city of Cali (Colombia). They were viewed for 2 min in front of a grocery shelving with 100 wines. The study uses eye tracking to estimate the behavior related to wine attributes included on the label of wine bottles, specifically the denomination of origin, nutritional information, and health warnings. The authors use the hierarchical model methodology, which generates a pattern of relationships among variables. Among the results, it is possible to determine a consistent model for purchase intention, where the mentioned components of the label that are related to wine attributes and their interactions constitute important factors in the possibility of influencing a purchase intention. However, when executing a group division of the audience attending to the experience in wine consumption, it is evident that based on their experience, consumers read the labels’ information differently, causing certain effects in their buying intention.
... Corduas et al. (2013) concluded that consumers make more use of extrinsic cues. Orth and Malkewitz (2006) showed that external cues on packaging are especially important to consumers if the brand is unknown to them and consumers make use of the visual extrinsic cues, all present on the packaging and label of the wine bottle, to predict the characteristics and qualities of a specific bottle of wine (Sherman and Tuten 2011). Consumers form a perception about a specific bottle of wine by just looking at it and can possibly make a purchase decision based on this perception (Prendergast and Pitt 1996: 69, Sáenz-Navajas et al. 2013: 2776. ...
... Packaging is an important factor that persuades consumers' during their product choices (Silayoi and Speece 2004: 623) and the elements of the wine packaging like the label, logo design, method of closure and type of container all contributes to the quality prediction by the consumer Almanza 2006: 95, Sherman andTuten 2011: 230). The total packaging, enhanced by the design and information presented, directly reflects the quality of the product and influence consumers' purchase intention (Atkin and Johnson 2010, Chaney 2000, Henley et al. 2011, Sherman and Tuten 2011. ...
In this paper, we describe the key elements to wine packaging. Through a two-phase methodology we determine the extrinsic wine label cues that influence the quality perception and purchase intention of the consumer. The first phase was a self-administrative questionnaire (80 respondents) and the second phase an eye-tracking method (44 participants). Phase one’s results showed the importance of the front label and brand name. Phase two of the methodology again highlighted the importance of a known brand name, a classical look and feel, the importance of the visibility of the grape variety, terms like "reserve" or "limited edition". The images on the bottle can have a negative influence on the quality perception and purchase intention if not wine related.
... These attributes were found to be more influential than packaging features like bottle form and closure (Mueller and Szolnoki, 2012). Compared to factors like wine type, brand familiarity and price, label design was found to be less important (Sherman and Tuten, 2011). However, young consumers indicated that package elements such as design, bottle and image were more important than the factors such as COO and vintage year (Elliot and Barth, 2012). ...
... Brand, place of origin and taste were the other factors found significant in the purchase decision, in that order, though with minor variations in relative importance. Prior studies have established the importance of brand in wine choice Orth and Malkewitz, 2008;Atkin and Johnson, 2010;Mueller and Szolnoki, 2010;Sherman and Tuten, 2011). Studies have demonstrated that customers use brand as a cue to infer quality (Lockshin et al., 2000;Srinivasan and Till, 2002). ...
Purpose
The growing wine market in India presents a tremendous opportunity for marketers to formulate a strategy targeted at the Indian consumers. The purpose of this paper is to identify the attributes that are important for young wine drinkers in their selection of wine, the preferred option within the identified attributes and the relative importance consumers place on the identified attributes.
Design/methodology/approach
In-depth interviews were carried out to identify the attributes of primary importance in the wine selection process. Subsequently, conjoint analysis was conducted on the data collected through a survey of 252 respondents which ranked purchase intention of profiles derived from an orthogonal design.
Findings
In-depth interviews revealed five factors as important in the choice of wine, namely, price, brand, taste, origin and type of the wine. The results of conjoint analysis showed price as the most important factor, followed by the type of the wine. Red was the most preferred type. Brand, taste and origin follow up in that order of importance with millennials preferring to buy familiar brands, sweet wines and of Indian origin.
Originality/value
The study contributes to the wine consumer behaviour research by identifying the attributes that are important for marketing of wine to the large segment of Indian millennial consumers. The findings will help marketers to better position their wines in the Indian market. The study will also aid in the development of product, branding and pricing decisions.
... Furthermore, label design can influence the purchasing decision also in according to the purchase purpose. Sherman and Tuten (2011) found that consumers base their buying choice on the type of wine and the wine vintner, mainly, when they consume the product alone at home, while they take the label design and brand name into consideration when wine is purchased to make a gift. Other authors emphasize the association between label design and age of consumers. ...
... The choice of a bottle of wine is a particularly difficult decision, especially when wine drinkers have a little knowledge and experience, as Chinese wine consumers. In this case, consumers can use one or more sources of information to evaluate the wines, among which wine guides, reviews, advertising, point of sale materials, and labels (Barber & Almanza, 2006;Chaney, 2000;Sherman & Tuten, 2011). With regard to the latter and as previously emphasized, information given in the label and its design, as extrinsic and intrinsic cues, can exert a relevant influence on the decision-making process. ...
This study employs a hedonic price methodology to investigate the implicit price of individual labelling characteristics of Italian red wines sold in the Chinese market. Our results highlight the most important quality attributes (extrinsic and intrinsic) given in the label capable to explain price difference. In particular, reveal significant premium price for wine origin, identified in particular through the DOC/DOCG appellation given in the label, and for clean labels or labels with particular designs. On the contrary, a price discount has been revealed for Italian wines produced with local grape varieties and with a label characterised by warm colors. These results, partly in disagreement with other empirical evidence, contribute to enrich the existing literature in this field by providing useful suggestions both to the producers and other stakeholders operating in the wine industry.
... As wine is a very complex product whose quality cannot be adequately assessed prior to its purchase or consumption, consumers rely on extrinsic cues such as the packaging and the information displayed on the packaging (Atkin and Newton, 2012;Sherman and Tuten, 2011). There is empirical evidence showing that extrinsic cues like label design, type of closure, region of origin and price influence the purchase decision and even the post-IJWBR 29,3 purchase evaluation of quality significantly (Atkin et al., 2006;Atkin and Newton, 2012;Barber and Almanza, 2006;Celhay and Passebois, 2011;Sherman and Tuten, 2011;Veale, 2008). ...
... As wine is a very complex product whose quality cannot be adequately assessed prior to its purchase or consumption, consumers rely on extrinsic cues such as the packaging and the information displayed on the packaging (Atkin and Newton, 2012;Sherman and Tuten, 2011). There is empirical evidence showing that extrinsic cues like label design, type of closure, region of origin and price influence the purchase decision and even the post-IJWBR 29,3 purchase evaluation of quality significantly (Atkin et al., 2006;Atkin and Newton, 2012;Barber and Almanza, 2006;Celhay and Passebois, 2011;Sherman and Tuten, 2011;Veale, 2008). One part of the packaging is particularly interesting for the wine marketing research: the closure (Murray and Lockshin, 1997). ...
Purpose
The purpose of this paper is to show that consumer education in the form of information can effectively overcome adoption barriers to new and innovative wine packaging. This effectiveness depends on both the degree in packaging innovation and the level of consumer involvement.
Design/methodology/approach
The paper is based on an online experiment conducted with a sample of 427 German consumers to analyse the perception of consumers about innovative packaging. The experiment featured three different packaging options: bottles with screw-cap closures, bag-in-box and StackTek®. For each packaging form, a treatment group with additional information about the packaging and a reference group without this information were surveyed. ANOVA and t-tests were carried out to test the hypotheses. A moderated regression analysis was used to examine the effect of involvement in combination with information on intention to buy.
Findings
The results revealed that low-involvement consumers react positively to additional information about the benefits of a new packaging. For highly involved consumers, however, the effect of information is not significant. Furthermore, the analysis showed that low-involvement consumers mainly buy wine in supermarkets.
Practical implications
Information about new packaging forms should be presented in places where low-involvement consumers buy wine, such as at supermarkets. These consumers can be influenced by the additional information about the innovative packaging.
Originality/value
The use of a moderated regression analysis in the context of wine packaging and involvement is a first and reveals new and valuable insights.
... Wine descriptions and information presented on, back labels of wine bottles, wine menus or online shops can provide consumers with useful information and potentially influence their wine choice. The importance of wine labels and label information has been widely studied (Barber, Ismail, & Taylor, 2007;Chaney, 2000;Sherman & Tuten, 2011;Tang, Tchetchik, & Cohen, 2015;Gmuer, Siegrist, and Dohle (2015) showed that wine label processing fluency (readability of the label) but not the suggested consumption domain (everyday vs special-occasion), influenced the hedonic rating of the wine. D' Alessandro and Pecotich (2013) found that experts and novices are both influenced by extrinsic cues when choosing, judging quality and pricing wine. ...
... A possible explanation for the incomplete assimilation for Chardonnay could be the relatively large differences between expected and blind liking. These results show that information can not only influence consumers' wine choice (Barber et al., 2007;Chaney, 2000;Sherman & Tuten, 2011;Tang et al., 2015;Thomas & Pickering, 2005) but also changes the overall consumption experience. ...
This study investigated how information, typically presented on wine back-labels or wine company websites, influences consumers' expected liking, informed liking, wine-evoked emotions and willingness to pay for Australian white wines. Regular white wine consumers (n = 126) evaluated the same set of three commercially available white wines (mono-varietal Chardonnay, Riesling, Sauvignon Blanc) under three information levels; session 1, blind (no information provided); session 2 at least 1 week later, basic (sensory description of the wines) plus elaborate (sensory plus high wine quality and favourable winery information). Before tasting the wine, they rated expected liking followed by tasting the wine and assessing liking, wine-evoked emotions (measured with the Australian Wine Evoked Emotions Lexicon (AWEEL)) and willingness to pay.
... Nevertheless, label designs cannot be evaluated separately form brand names, as they physically cover a substantial part of the label (Orth & Malkewitz, 2008). Sherman and Tuten (2011) explored this affiliation through research conducted on 527 U.S. consumers. The experimenters set up a 3x3 full factorial design of label designs, thus generating all possible combinations of visual designs and naming conventions (traditional, contemporary, and novelty), asking consumers to rate the influence of these two factors in terms of wine perceptions, purchase intent by the occasion and the relative importance of wine choice drivers (Sherman and Tuten, 2011). ...
... Sherman and Tuten (2011) explored this affiliation through research conducted on 527 U.S. consumers. The experimenters set up a 3x3 full factorial design of label designs, thus generating all possible combinations of visual designs and naming conventions (traditional, contemporary, and novelty), asking consumers to rate the influence of these two factors in terms of wine perceptions, purchase intent by the occasion and the relative importance of wine choice drivers (Sherman and Tuten, 2011). The methodology presented by Henley et al. (2011) adopted a different technique from those used in previous studies. ...
With the substantial increase in demand for wine, enhanced knowledge of consumers’ preferences for wine can help give wineries an opportunity to improve sales and bring in new marketing techniques. Over the past several years, the demand for functional food and beverages have increased, which is why promoting the beneficial aspects of red wine when consumed, can be a marketing tool that sets a winery apart from its competitors. This study used over 200 survey responses of individuals located throughout the U.S. in order to determine further information about wine health benefit knowledge in relation to the willingness of consumers to purchase wine from a functional standpoint. The majority of respondents listed that the effects of food/beverage intake on their health status was very important to them. Also, it was determined that there is no association between the health concerns of respondents on how important nutritional attributes are on their purchase decisions. The highest amount of respondents was calculated to have moderate wine health benefit knowledge and it was concluded that the willingness to purchase wine from a functional standpoint did not depend on the respondents wine knowledge levels.
... Orth & Malkewitz (2008) define five holistic packaging design prototypes, each of which consists of a specific set of design elements and factors that trigger certain design impressions in customers' minds. Since wine is a very complex product whose quality cannot be adequately assessed prior to its purchase or consumption, customers rely on extrinsic cues such as the packaging and the information displayed on the packaging (Atkin and Newton, 2012;Sherman and Tuten, 2011). First, there is empirical evidence that shows that extrinsic cues like label design, type of closure, region of origin, and price can influence the purchase decision and even the post-purchase evaluation of quality significantly (Atkin and Newton, 2012;Atkin et al., 2006;Barber and Almanza, 2006;Celhay and Passebois, 2011;Sherman and Tuten, 2011;Veale, 2008). ...
... Since wine is a very complex product whose quality cannot be adequately assessed prior to its purchase or consumption, customers rely on extrinsic cues such as the packaging and the information displayed on the packaging (Atkin and Newton, 2012;Sherman and Tuten, 2011). First, there is empirical evidence that shows that extrinsic cues like label design, type of closure, region of origin, and price can influence the purchase decision and even the post-purchase evaluation of quality significantly (Atkin and Newton, 2012;Atkin et al., 2006;Barber and Almanza, 2006;Celhay and Passebois, 2011;Sherman and Tuten, 2011;Veale, 2008). One part of the packaging is particularly interesting for the wine marketing research: the closure (e.g. ...
Purpose: This paper suggests that consumer education in the form of information can effectively overcome adoption barriers to new and innovative wine packagings. This effectiveness depends both on the degree in packaging innovation and the level of consumer involvement. Design/methodology/approach: We conducted an online experiment with a sample of German consumers to analyse the perception of consumers for innovative packagings. The experiment featured three different packaging options: bottles with screw cap closures, bag-in-box, and StackWine. For each packaging form, there was a treatment group with additional information about the packaging and a reference group without this information. To test our hypothesis, we applied ANOVAs and t-tests. We carried out a moderated regression analysis to examine the effect of involvement in combination with information on intention to buy. Findings: The results revealed that low involvement consumers react positively to additional information about the benefits of a new packaging. For highly involved consumers, however, the effect of information is not significant. Furthermore, the analysis showed that consumers with low involvement mainly buy wine in supermarkets. Practical implications: Information about new packaging forms should be presented in places where consumers with low involvement buy wine, such as supermarkets. These customers can be influenced by the additional information about the innovative packaging.
... El producto se enriquece más allá de sus elementos físicos y palpables (Brugarolas & Sánchez, 2014). La percepción del producto afecta a la marca de un vino, que es lo que, en primer lugar, determina qué se puede esperar del mismo antes de elegirlo, de comprarlo o de probarlo (Thomas & Pickering, 2003;Boudreaux & Palmer, 2007;Sherman & Tuten, 2011). Por ello la marca es un claro indicador de la calidad esperada y un factor decisivo en las políticas de precios en las que el precio final viene determinado por lo que un cliente potencial está dispuesto a pagar. ...
This paper seeks to qualitatively analyze the recent changes that have occurred in the D.O. Bierzo and his orientation towards quality and internationalization. For this, the study of a period of just over 20 years (2000-2023) is used from various bibliographic, legal, and statistical sources. These data are completed with qualitative information collected through a questionnaire made to the wineries of the region. The results highlight that there is a key element in this change of strategy: the increase in the added value of the wine, achieved through the enhancement of the geography, the history, and the way of production of the territory. Elements that give importance to the territory and to the product that is made in it, and manage to differentiate, in this case the wine, from the rest of the D.O. Castilla y León, but also those of the national group, and that facilitate their sale in international markets.
... packaging (41%), geographic origin (26.0%), grape variety (22.0%) and vintage (14.5%) were considered less important by consumers when purchasing a bottle of wine (Figure 4a). Brand and taste are significant attributes that influence purchase decisions in consumers [24][25][26][27][28][29] . It is regarded that cus-tomers use brands as a sign to accept quality [30] . ...
In most grape-producing countries, the local wine industry faces intense competition due to the introduction of new foreign wines into the local market and changes in wine consumption and consumer preferences for wines. The same has been observed in the Tanzanian wine industry. The study aims to explore the dynamics of consumer preferences toward locally-produced wine. Data were collected from 200 respondents in Dodoma town through snowball and convenience sampling. Qualitative and quantitative types of data were used. Primary data were collected in the field using field observations, a key informant interview checklist, and structured questionnaires using KoBoToolbox. Secondary data were collected by reviewing different published and unpublished materials, such as reviews and reports regarding consumer preferences for local wine. The research revealed that most consumers consider color, taste, income, brand, and price attributes when selecting wines. Furthermore, the study observed that age, income, marital status, price, wine color, packaging and taste significantly influenced consumers' preference for purchasing locally produced wines compared to other factors included in the model. However, attributes such as geographical origin, vintage and grape variety were not considered in the selection of the wines. The study recommends that local wine producers consider consumers' preferred attributes to increase sales. Local marketers and brand managers should also formulate and employ several positioning, market segmentation and targeting strategies that can help them compete effectively with imported wines.
... Currently, there are numerous food products on the market used visual with their unique artistic techniques, style and vibrant visual effects, are closely integrated with the packaging, and become significant means as a medium of visual communication (He, Liu, & Li, 2017). Label designs can be categorized into three genres such as traditional, contemporary, or novelty (Sherman & Tuten, 2011). The difference of appearance using visual style includes photography, painting, vector and icon on packaging can be driving factors for enhancing brand competitiveness, product image, and personality. ...
Package design as a communication aspect and plays a significant role in marketing. In the buying context, the package design reveals the content and details of the product to the consumers. That’s why package design really helps a product stand out in the market. The purpose of this paper was to investigate the style of SMEs food packaging design. A total of 67 SMEs food packaging designs in the market were selected randomly as samples in this study. This paper presents an exposition of visual research and content analysis methods. This research examined the characteristic of SMEs food packaging design such as material, visual, product information, label, and shape. The results of the study showed most of the products still used transparent plastic (75%), photography as a visual style on packaging (73%), sticker labeling technique (60%), and used the square shape of packaging design (71%). The study also found that there was more than 80% of the product showed the information on packaging design (logo, product name, brand). Findings suggested that characters used in SMEs food packaging design need to come out with a new style and image to increases consumer intention on purchasing products. It is hoped that the findings, as presented in this paper, will highlight the important characteristic of the SMEs food product in order to increase consumer comprehension of the product image base on a brand name, identity, and brand loyalty.
... Orth and Bourrain (2005) found that pleasant scent positively influenced in-store wine purchases, concluding that consumers seek environmental information to combat the high-risk nature of decision making. Studies on the packaging and labelling of wine imply that consumers prefer traditional, congruent labels and graphics over complex designs (Sherman and Tuten, 2011;Jarvis et al., 2010), but style prevalence is yet to be confirmed. ...
Purpose: This paper aims to review and map the landscape of luxury wine consumption in multidisciplinary literature. It highlights the key themes of analysis, consumer markets and common behaviours of luxury wine consumption.
Design/methodology/approach: The paper analyses 85 articles on luxury wine consumption using Leximancer and content analysis.
Findings: Six main topics in the extant literature are identified as follows: product perception, wine price, wine information, consumption behaviour, group and China market. Our study revealed the shift in luxury consumption towards affordability, availability, middle-class, younger consumers and predominantly Asian markets.
Research limitations/implications: As a follow-up to this research, empirical research on luxury wine consumption is needed to establish more precise definitions of terms.
Social implications: Wine as a product is susceptible to social changes and preferences, positioning it between old and common luxury.
Originality/value: This research offers theoretical insights into research on luxury wine, including how the literature reflects recent societal changes. It also provides a roadmap for future research in this field.
... Alternatively, Bordeaux producers may follow these naming conventions simply because of traditional norms within the industry. The use of whimsical names might lead to reputational sanctions if producers are seen as foregoing a tradition in favor of chasing market position (Sherman and Tuten, 2011). These sanctions could conceivably exceed whatever sanction might attend the clustering of names around certain words or phrases. ...
Firms rely on brand names to market goods to consumers, and consumers rely on brand names to locate goods that satisfy their preferences. If multiple firms are using the same or similar names, consumers may be confused about which product to buy, and firms may not obtain the benefits of their investments in quality. Recently, both firms and scholars in a number of industries have expressed concern about brand name congestion—too many firms clustering around too few terms. This paper applies computational linguistic analysis to chateau names in the Bordeaux wine region to study the degree of brand congestion within a mature, traditional, and high-value market. We find that Bordeaux producers have highly similar names to one another, far more than in comparable wine regions such as California and Alsace. More than a quarter of all Bordeaux producers have a name that is identical or nearly so to at least one other producer, and many terms are claimed by dozens of different producers. Interestingly, however, we find that the most famous and renowned producers have names that tend to be more distinctive than their less famous brethren. (JEL Classifications: C88, D83, L66, O34)
... These are all basically related to process management, quality improvements, process and product certification, communication and promotion (Hommerberg 2011). The experience and/or credence nature of wine attributes that are increasingly more relevant are at the basis of the strong need for providing information and quality guarantees along the chains as well as to the final consumer (Sherman and Tuten 2011). ...
This short literature review on wine economics introduces the Special Issue on wine of the Italian Economic Journal. Its goal is to provide non wine experts with an overall picture of recent trends of the wine sector and of major developments of the economic literature devoted to wine markets. As the wine market deeply changed through the last decades, the first section quickly outlines these changes. The second section revise literature on wine demand while the third section is on supply and the fourth is focused on policies.
... Surprisingly, even when participants ate the chocolate bars, they used mostly "extrinsic cues," such as packaging, rather than "intrinsic cues," such as flavor, to judge product quality [66]. This is in line with much of the wine marketing research [67][68][69], but opposes classic consumer behavior works, which cite the importance of intrinsic cues in products such as meat, and consumer goods like ground coffee and shampoo [66,70]. The attributes found desirable by American premium chocolate consumers can be organized using the framework provided by Darby & Karni [71] who renamed extrinsic attributes as "search" and intrinsic attributes as "experience" and added a third "credence" attribute, for which the true value cannot be verified and they are impressed upon the product by the consumer [71,72]. ...
Craft chocolate is a relatively new and fast-growing segment of the American chocolate market. To understand American premium chocolate consumer perception of craft chocolate and desirable chocolate product attributes, we conducted a mixed-methods study using focus groups and projective mapping. Projective mapping revealed that participants segmented products in terms of quality based upon usage occasion rather than cost or other factors. We found that American premium chocolate consumers use search attributes such as segmentation, price, availability, and packaging as quality determinants. Additionally, they desire credence attributes that convey trust through, for example, the presence or absence of sustainability certifications, or a semblance of meaning. Premium chocolate consumers seek out experience attributes such as utility and/or joy, which are achieved by purchasing a chocolate product as a gift, for its nostalgic purposes, or for desired post-ingestive effects. We propose a Desirable Chocolate Attribute Concept Map to explain our findings.
... Preferences are not only based on the sensory characteristics of the product, but they also depend on personal and environmental factors. Often, each factor of information is isolated and measured separately with a special focus on price and brand name (Sherman and Tuten, 2011). However, little is known about the effect of information as a whole (holistic effect). ...
Purpose
This paper investigates how giving additional information to consumers changes their appreciation of wine, and how this effect changes with their knowledge of wine and their characteristics.
Design/methodology/approach
A survey of 415 French consumers was carried-out in 2014, focusing on the sensory evaluation of 37 red Bourgogne wines. Two sensorial evaluations (visual, and smell & taste) are investigated, first without any information about the wine and then with the presentation of the wine bottle with its labels.
Findings
The majority of participants are significantly influenced by the information displayed. The influence of information depends on their initial knowledge and individual characteristics (gender, age, and home area). This influence is robust, whatever be the means of evaluation.
Research limitations/implications
The study was carried out with red Bourgogne wines and focused on the village and regional appellations, with a low and medium price range. The results need a broader investigation to be generalizable.
Practical implications
Information does not have the same influence depending on individual characteristics and on knowledge of wine. Promoting different wines to different consumers who do not have the same knowledge and do not use the same distribution channels is challenging as consumers do not all have the same expectations of red Bourgogne wines. The results provide directions for better targeting consumers through the information on the bottle labels.
Originality/value
By cross-tabulating sensory tastings and knowledge tests, this research contributes to measuring the holistic effect of information on the hedonic appreciation of wine across a significant range of consumers issued from two big cities.
... Como consecuencia, se multiplicaron las etiquetas con todo tipo de diseños. El paisaje vitivinícola adquirió cada vez más representación, pues la idea era conectar a los consumidores con el espacio de elaboración del vino, es decir, con el paisaje y el territorio de producción (Sherman & Tuten, 2011). ...
p>El uso de fuentes visuales como la pintura, la fotografía, la cartografía o el cine proporcionan valiosa información sobre la dinámica acaecida en el paisaje a lo largo del tiempo. A través de ellas se pueden ver los elementos que permanecen en un territorio, los que desaparecen y los nuevos que se incorporan. En el caso del paisaje vitivinícola, estas fuentes ofrecen información sobre la relación del relieve con el viñedo, los sistemas de plantación utilizados o los diseños de las bodegas, a lo que hay que añadir las transformaciones acontecidas en las últimas décadas.
En este artículo, se analiza el papel que pueden adquirir otras fuentes, en concreto las etiquetas de vino, como una herramienta que contribuya a proporcionar información en los estudios del paisaje vitivinícola. A través de ellas se pueden conocer los elementos que lo componen, en especial los viñedos, las bodegas y las labores del campo, así como otros componentes del espacio geográfico, además de convertirse en un recurso comerial para la promoción de los vinos y del territorio.</p
... However, the marketing element of the information about the wine is highly variable and can include producer, grape variety, vineyard, regional information or more descriptive information about the wine's sensory characteristics of aromas and flavors. The importance of wine labels and label information has been widely studied (Barber, Ismail, & Taylor, 2007;Chaney, 2000;Sherman & Tuten, 2011;Tang, Tchetchik, & Cohen, 2015;Thomas & Pickering, 2005) and for back labels in particular (Barber, Almanza, & Donovan, 2006;Kelly & Hyde, 2015;Mueller, Lockshin, Saltman, & Blanford, 2010), showing they play an important role for consumer choice. However only a few studies have investigated the interplay of information presented on wine labels and intrinsic product characteristics in combination with preference tasting (Charters, Lockshin, & Unwin, 1999;Mueller, Osidacz, Francis, & Lockshin, 2010). ...
The fundamental purpose of wine consumption is for enjoyment. There are deep emotional connections between consumers and wine, and it is usually imbibed in social settings. Consumers’ emotions evoked by wine, as well as from external factors during wine consumption, have valuable implications for consumer science and industry. Current perspectives on emotions and wine research are examined with a focus on the role of wine intrinsic and extrinsic factors on consumers’ wine-evoked emotions. Future directions of where wine emotions research may head will be explored.
... However, the marketing element of the information about the wine is highly variable and can include producer, grape variety, vineyard, regional information or more descriptive information about the wine's sensory characteristics of aromas and flavors. The importance of wine labels and label information has been widely studied (Barber, Ismail, & Taylor, 2007;Chaney, 2000;Sherman & Tuten, 2011;Tang, Tchetchik, & Cohen, 2015;Thomas & Pickering, 2005) and for back labels in particular (Barber, Almanza, & Donovan, 2006;Kelly & Hyde, 2015;Mueller, Lockshin, Saltman, & Blanford, 2010), ...
Many of us have Friday-after-work-drinks with colleagues, enjoy a glass of wine with friends or family over dinner and raise glasses of sparkling wine for special celebrations. To gain advanced insight into the complex alcoholic beverage market, studies need to account for these contextual factors associated with consumption moments including the social aspects, environmental conditions, and product attributes.
This chapter reviews the literature examining context effects on alcoholic beverages with an emphasis on wine. It outlines how the sensory qualities of alcoholic beverages represent only one of many factors influencing the consumer's perception of the drink, that changing the context using different methodologies can alter consumers’ responses and that this may differ depending on the product category. Practical considerations for the conduct of alcoholic beverage research are discussed and the lack of knowledge about context and beverage product reviews by the influential beverage media highlighted.
... Consumers may be influenced by one format rather than another because they find it easy to understand and useful, or just because they like the symbols and colours used [29]. This latter aspect is particularly apparent for a product like wine, for which the label format is considered a very important attribute in influencing consumer choices [30][31][32]. ...
Background: Nowadays there is a strong debate on the need to introduce mandatory nutritional information on alcoholic beverages labels, and particularly on wine, as a tool to promote more health-conscious drinking patterns in society. In 2018, the European alcoholic beverages industry presented a self-regulatory proposal, now under assessment by the European Commission. The most critical issue is how to convey nutritional information to consumers, as producers should decide to apply information on label or off-label. Method: The current study measured, through a non-hypothetical, incentive compatible artefactual field experiment, Italian wine consumers (N = 103) preferences for four different formats of wine nutritional labelling, namely: back label with the indication of kcal for glass of wine, with the nutritional panel referred to 100 mL, without nutritional information (but with a link to an external website) and with the indication of key nutrients for glass of wine. Results: Findings reveal that respondents preferred the nutritional panel on the back label, assigning the lowest preference to the less informative wine label (only with a website recall). Furthermore, results show a low level of respondents’ knowledge of wine nutritional properties. Conclusion: Findings, while limited in terms of sample representativeness, seem to support the European Consumer Organisation and the European Alcohol Policy Alliance objection to an off-line label and the advocacy for a traditional and complete on label nutritional information on wine.
... The label plays a vital part informing consumer choice, since asBanks et al (2007) found, 'faced with an increasing and evolving selection of wines, consumers place an emphasis on labels in terms of attractiveness, eye-catching-ness and as a source of information.' Therefore with a label affixed to the front and the back of the bottle, a Central Otago winery must impart information which communicates all their passion, information, point of difference and why the consumer should make what remains a highly discretionary purchasing decision(Sherman and Tuten, 2011). ...
Central Otago was transformed by gold, its landscape transformed by miners seeking riches from the streams, quartz hills and riverbeds, while some pioneers experimented with grape cultivation. When the gold was gone, wine was forgotten and the land use evolved into farming and tourism, but in the early 1980s it began a new transformation as vintners realised that classic 'Terroir' conditions of Burgundy, Champagne and Bavaria were emulated in Central Otago's dusty countryside. Its distinctive scenery colour-shifted from tussock and rock to bright green as rabbit-blighted barren sheep farms were planted in vineyards. By the mid-2000s, faced with a plethora of high-quality, similarly-produced wines, some winemakers began to look backwards to set themselves apart, rediscovering their region's golden past. This article examines how and why the Central Otago goldfields vineyards are exploiting nostalgia for the province's gold heritage to market their wine as an exemplar for other regional producers, and looks at their efforts to use elements of popular culture to create a romantic, myth-laden past on which to base their brand creation.
... The main objective of the research is to identify the degree of visual representation for national identity as a medium of communication in promoting nation brand. displayed and embraced in Russian packaging designs [24]. Forests and animals like wolves, bears and foxes are used frequently and symbolize the romance of the countryside and historic folktales. ...
Visual form on packaging design are (is) primary vehicle for communicating information to consumers including to describe the product image, brand image, country of origin (COO) and nation brand. Therefore, the purpose of this paper is to examine consumers' perception on visual representation of Malaysia through visual stimuli. A total of 120 visual stimuli are tested through survey questionnaire across 160 participants. Based on the consumers' point of view, the findings of this study showed that visual from three categories (i.e., personality, nation's icon, landmark) are the highest percentage. This research not only focusing (focuses) on the visual form per se, but the findings from the research eventually will help researchers to explore on visual styles based on stimuli that have been tested.
... Previous research has been conducted on the influence of extrinsic wine attributes on purchasing behaviour. Sherman and Tuten (2011) underline the popularity of novelty in design and names but found that participants preferred traditional wine labels and names. Price, brand familiarity and grape varietal were most influential for wine choice. ...
This research paper focuses on the motives behind Generation Y's wine choices. Data collection was done by reviewing relevant literature, interviewing wine experts and organising blind and open wine tastings accompanied by questionnaires and focus group discussions. Results confirm that a high level of wine knowledge and biospheric value orientations positively influence organic wine appreciation. The extrinsic attributes price and grape variety are important in the wine purchasing decision. However, when it comes to repeat purchasing, taste is the most important aspect. For future research the advice is to measure the effect of product exposure and organic wine promotion in the longer term on Generation Y's organic wine appreciation.
... As such, the young CWC in this study may be more willing to pay more for grape wine they have tasted in shops and supermarkets once they have been convinced by their palates. In addition, the complex wine information on wine bottle labels can influence young CWC decisions to pay more or less for a specific grape wine (Sherman and Tuten, 2011). These findings are beneficial to wine merchants when implementing wine pricing strategy. ...
This paper aims to examine young Chinese wine consumers’ perceptions of the diffused wine information in China, and explore the factors that may influence their perceptions. A positivism paradigm was employed to design the research. Quantitative data were collected from a total of 507 young Chinese wine
consumers via a self-administered structured questionnaire. Both descriptive and advanced
statistics were employed to analyse the collected data. Six dimensions (complexity, compatibility, relative advantage, observability, religion and ethics, and trialability diffused wine information) emerged via Principal Component Analysis. Young Chinese wine consumers’ perceptions of the diffused wine information were
independent of their personal and professional backgrounds. However, consumers with different
education levels and religions considered differently the expensiveness of wine to purchase.
Their considerations of the expensiveness of wine to purchase were dependent on their
awareness of alcoholic friends and family members, age, education levels and gender.
... While no single aspect has been established to dominate choices, consumers evaluate alternatives by wine type, packagin g characteristics (e.g. bottle closure and label), awards the wine has won and price (Barber, Almanza & Donovan, 2006;Barber, Taylor & Dodd, 2009;Corsi et al., 2012;McCall & Lynn, 2008;Sherman & Tuten, 2011). Ogbeide and Bruwer (2013) formulated a predictive model to enduring wine involvement. ...
In many parts of the world choosing the right wine contributes significantly to an enjoyable dining experience, and restaurants should assist patrons with clear and informative wine presentation. This study explores an emerging phenomenon in this domain: the adoption of electronic tablets as wine menus. We asked 22 food and beverage professionals, both practitioners and educators, to express their views on restaurant wine presentation. The results suggest that while electronic tablets are inevitably entering the business, their adoption is far from universal, and paper wine lists and sommeliers are unlikely to disappear in the near future. There is a large disparity between the rich information technological devices can provide and the human interaction a wine choice can create. Tablets may also prove merely an intermediary step in the evolution of restaurants, yet comprehending their value more thoroughly will facilitate development of the industry.
... Label and closure type: These two attributes, each with two levels, made the experiment more interesting and realistic. This choice of attributes was also consistent with other wine-related DCE research (Mueller et al. 2010;Sherman & Tuten 2011). The additional attributes also did not increase the size or complexity of the experiment because there was still capacity in the DCE design, as a 4 2 factorial design would produce 16 choice sets of four alternatives. ...
Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice. Despite this efficacy, a key shortcoming of a DCE is that it does not allow simultaneous comparisons across separate experiments, such as for different product categories, even if both experiments use the same respondents. While wider modelling in a single DCE can use interaction terms as a workaround method to compare across experiments, comparing partworth estimates of separate DCEs is problematic. This study illustrates the use of structural choice modelling (SCM), a recent development that incorporates latent variables and structural equations into the analyses of DCEs and more generally into choice processes. SCM makes it possible to evaluate the consistencies (i.e. heterogeneity) of preferences for attributes common across multiple DCEs when applied to the same respondents, thereby overcoming the stated DCEs' weakness.
... Thus, this specific situation of purchasing a bottle of wine is a paradigmatic example of decision-making that is guided by visual signals -mainly carried by the front label -in the absence of other sensory cues. Not surprisingly, for many products, the external visual features of the container have taken a crucial relevance in the market business, and package-design constitutes an important part of the production (Veryzer, 1993;Sherman and Tuten, 2011;Orth and Crouch, 2014). The packaging has become something between an art and a science of attention capture. ...
Purpose
The purpose of this paper was to investigate how attention to wine labels related to preference by using quantitative measures of gaze and of the diameter of the eye pupil. We assessed whether eye fixations could predict choices and willingness to pay and whether pupil size could index the aesthetic value of wine labels. More specific goals were to identify which elements of a wine label captured attention the most and to assess whether an authentic label would be preferred by naïve consumers over other alternative labels, also designed by the same studio but excluded from the market.
Design/methodology/approach
Infrared eye-tracking was used to measure the amount of time spent on a specific label among four that were simultaneously shown on the computer screen. Participants also made explicit decisions about preferred labels and provided price estimates. Pupillometry was used for labels shown in isolation to obtain a physiological index of their arousing effect and aesthetic appeal. Eye fixations provided an index of what was selected by attention, whereas changes in the pupillary diameter indexed how intensively attention was focused on an item.
Findings
A strong positive relationship was found between the dwelling of gaze over a specific label and the degree in which a wine bottle was preferred and (virtually) chosen. The pictorial elements of the labels were fixated the most, whereas verbal information was looked at the least. Attractiveness scores of each bottle collected with one independent group of observers were able to predict the willingness to pay in another group. Moreover, pupil size changed non-linearly in relation to the hedonic values of the wine labels, indicating greater responses to the most as well as least attractive labels (i.e. for the most arousing labels).
Research limitations/implications
A limitation of the present experiments was that only choices and behavior of wine “novices” were probed; hence, the present findings might not be generalized to other segments (e.g. wine connoisseurs). Moreover, the present study could not specify which visual properties of a label affect preference, aesthetic value and estimates of price, as the study of these effects would require a large number and variety of label stimuli.
Practical implications
Eye monitoring methods could assist marketing studies of preferences and decision-making. Both wine label designers and wine producers could benefit from eye-tracking methods to improve label selection and optimize the design process of a wine label.
Originality/value
Although both eye-tracking and pupillometry have been used to the investigate aesthetic preferences for at least the past 50 years, the measurement of pupil diameter and eye movements to study attributes of (authentic) wine labels and their effectiveness is entirely novel. The present study confirms that measures based on eye-tracking combined to explicit choices or ratings provide complementary types of market-relevant information. Both methods provide objective, quantitative, information of the effect of the labels on consumers that is independent but predictive of actual choices and verbally reported preferences. Moreover, they appear to index different processes, pupillometry being a proxy of aesthetic value and gaze a reliable index of choice. Thus, the present findings can be of value to the academic researcher as well as industry and design practitioners.
... In the wine industry, most wine bottles are similar in shape and material; however, their labels are what set them apart. According to Franson (2006), there are about 10,000 brands of wine available in the United States (as cited in Sherman & Tuten, 2011). Colorful wine labels can be perceived as somewhat frivolous and less serious (Teague, 2004). ...
The purpose of this study was to determine if children and adults could be attracted to the same beverage through package design. This study surveyed particpants in the San Luis Obispo Area on prefernece of different juice labels. The survey asked the preference of different juice labels based on typeface, size and layout of the logo, contrast, type of substrate, and color. The survey participants were in different age groups ranging from 4 years old to those over 40 years old.
Results from one hundred sixty-one responses indicated although not all age groups were attracted to the same elements of a beverage label, patterns did arise in some age groups’ preferences. This data can allow beverage companies to reach a larger target market successfully, thus increasing sales.
This groundbreaking research report published by the Texas Wine Marketing Research Institute at Texas Tech University (in conjunction with Mar-Kadam Associates), is the 1st authoritative and academically statistically survey undertaken regarding this latest market development in the wine industry.
Survey reveals the 6 main consumption & motivation drivers, and includes data/data analysis by variables including Brand, , Gender, Age, and Level of education, and perhaps most significantly, Subjective Wine Knowledge.
While wine has been packaged in cans since 1936 (Only 6 months after beer in the USA was canned), developments in canning/lining technology since 2002 have resulted in the worldwide acceptance of this form of packaging wine, by the top wineries and wine regions in the USA, France, Germany, South Africa, Australia, and other countries.
The latest research by Cornell University, among other academic and industry leaders cites this work.
Link to report here: https://www.depts.ttu.edu/hs/texaswine/docs/Wine_in_Can_Industry_Report.pdf
Purpose
Wine consumption among women in India is gradually increasing on the back of several factors such as increased urbanization, higher disposable income, rising affluence of the people, exposure to new cultures and a gradually changing perception about wine being a healthy beverage. Eventually, this offers tremendous opportunities for wine marketers to design appropriate strategies to target Indian women consumers. However, along with this growth, there is growing need to identify the attributes that the women desire in the wines of their choice. Toward this, the current study aims to identify the wine attributes that influence the purchasing behavior of Indian women consumers.
Design/methodology/approach
In-depth interviews of 27 women wine consumers, aged between 25 to 46 years, were conducted to identify the topmost essential wine attributes. Later, a conjoint analysis using 1000minds, an Internet-based software implementing Potentially All Pairwise RanKings of all Possible Alternatives (PAPRIKA), was used to collect data from the participants. The total number of responses received was 271.
Findings
The type of wine, taste, price, familiarity and country of origin emerged as the five most crucial wine attributes in wine choice after the in-depth interview. Conjoint analysis results revealed that sweet red wine priced between Rs 600 to Rs 1,200 is the most preferred wine by Indian women consumers.
Research limitations/implications
The study provides valuable and actionable insights for both domestic and international wine marketers and manufacturers in the identification of wine attributes that predominantly influence women consumers’ choice of wine in India.
Originality/value
The study contributes to wine consumers' literature by identifying wine attributes favored by women consumers in India. Our findings will be of great use to wine marketers who can leverage the insights to design appropriate marketing and advertising strategies, develop new products and make more informed branding and pricing decisions.
Purpose
The consumption of wine is influenced by seemingly contradictory antecedents such as perceived authenticity and novelty. This paper aims to explore the influence novelty and authenticity have on wine consumption, in the context of the moderating variables of regionality (i.e. single and multi-region wines) and price (low and high). The research attempts to further understand wine consumption by establishing a conceptual model built on existing wine literature.
Design/methodology/approach
To address the hypotheses and research questions, a panel of 658 consumers who regularly purchased wines produced by the Australian wine industry were recruited. These participants completed a self-administered questionnaire containing stimuli to measure perceived authenticity, perceived novelty, perceived quality, attitudes and purchase intent towards a wine manipulated to have a low vs high price level, as well as single vs multi-regional label. To examine these variables, the study conducted a confirmatory factor analysis (CFA) to confirm the dimensionality of the constructs and structural equation modeling with both path and multi-group analyses to investigate the hypothesised relationships.
Findings
The findings revealed that both authenticity and novelty simultaneously influence perceived quality. Additionally, it was acknowledged that there is no significant difference in wine consumption between single and multi-regional wines; reinforcing current trends of collaboration within the wine industry. Finally, the results also showed that price does moderate wine consumption; revealing ideal prices for wine with particular regional branding strategies.
Originality/value
The current research is the first to show that authenticity and novelty simultaneously and positively influence consumer’s perceived quality of Australian wine. The findings are also the first to show that consumer evaluation of single and multi-origin wines was positive and yielded no significant difference, suggesting that branding wines with multi-origins or multi-region do not change consumers’ perception.
Consumers' perception (intrinsic sensory characteristics) of wine can be affected by extrinsic cues. This study aimed to determine the influence of extrinsic cues (price and label information/bottle) on consumers' sensory perception of red wine blends. A total of 202 participants (regular consumers of red wine), evaluated six red wine blends. Projective mapping (PM) and ultra‐flash profile (UFP) were used to characterize the wines in three separate sessions: blinded, presented with the bottle, and presented with their price. Participants separated the red wine blends based on sweet, fruity, bitter, and peppery attributes. RV coefficients indicated that the presentation of the bottle and label information affected the participants' results, and the PM sessions were not significantly correlated (RV = 0.500). The participants' results were affected by the brand name presented on the wine bottle. However, the blinded and price PM sessions were correlated (RV = 0.733). The consumers were able to evaluate the wines using the PM and UFP method. The extrinsic cues, except for the brand name, did not affect consumers' descriptions of the different wines.
Practical Applications
Projective mapping (PM) asks participants to express similarities and differences between samples, as well as position samples on a two‐dimensional plane. PM is usually paired with ultra‐flash profiling and allows researchers to identify the main attributes that account for differences among the samples. This study investigates the effect of extrinsic cues (bottle/label information and price) on consumers' evaluation of red wines blends. Brand names were found to affect consumers' evaluations. Understanding how consumers use label information and price when making their purchase decision is vital to both winemakers and for package design of wines.
On social media, or in the world of the so-called like economy, highly targeted advertising has become reality: whereas previously advertisers only suspected the whereabouts of their customers, now they know it exactly based on well-defined parameters. Likes have become a new standard of value. With the increased popularity of Like buttons, influencer marketing and content marketing have also gained in importance. This paper aims to explore the persuasion strategies used by visual content marketing as a tool of visual rhetoric. Methodology: After reviewing the relevant literature, the paper presents a case study from the field of wine communication: using the methodology of content analysis and a qualitative approach, it examines the visual and verbal characteristics of 100 Instagram posts of Hungarian wineries. The examination focused on content from a semiotic aspect, complementary verbal elements (captions, hashtags), the assumed intention of content marketing, and the characteristics of visual storytelling. Findings: Although wine communication is very much about creating a personal feeling, there was not a single person on 61 of the 100 examined Instagram photos. The potential of branded hashtags is exploited by almost every winery in their communication. The most dominant content types were the informative, aesthetically pleasing, and explicit advertising content. Suggestions: To obtain the loyalty of users, companies need a well-considered communication strategy tailored to the target audience. The most relevant social media principles are the following: long-term strategy, careful planning, conscious implementation, thorough information about and respect for the potential target audience, and content which is valuable and interesting for the target group and has real impact on its behaviour. It could also enhance user loyalty if posts had more added value. The methodology of storytelling could be exploited in wine communication for the following types of content: 1. advice and education: providing background knowledge (winemaking, viticulture, design, wine-food pairing) or instructions ("how to" videos e.g. on bottle opening); 2. help to users (information on moderate wine consumption, wine and a healthy lifestyle); 3. entertainment (people behind the bottle, family and historical stories, wine legends, anecdotes). In addition, creating a personal feeling is crucial in wine communication.
Abstract: Our sense of history, aesthetics, place, and identity is stimulated by a wine-bottle label. The label offers a small, focused narrative through applied design elements. Labels tell stories, stimulate emotions, and (re)make a culture. Here we present a sense of the poetics of wine labels, and of their contribution to a pöiesis of an emerging Australian terroir. We select a set of Australian wine labels that speak of an Australian history of winemaking, Australian graphic design development, and of the pöiesis of Australian place and identity. Terroir has come late to Australia as a New World wine producer. The “terror” in our title comes from “messing” with the venerable term. Australian wine labels develop a sense of an Australian terroir by identifying grape with place; a winemaker or company’s passions, predilections, and practices; and viticulture. An Australian terroir is to be cautiously but continually negotiated and determined: always in the “making.”
Keywords: wine label, Australia, terroir, pöiesis
El consumo de bebidas alcohólicas se ha dado en la humanidad en culturas ubicadas en diferentes sitios geográficos y a lo largo del eje del tiempo, incluyendo grupos de todos los continentes desde antes de las conquistas interculturales. Aunque los procesos de fabricación de estas bebidas han evolucionado tecnológicamente, el principio bajo el cual inciden en el comportamiento de las personas y la función que cumplen siguen siendo más o menos los mismos. En el presente trabajo se recogen estudios recientes sobre las percepciones de los consumidores de bebidas alcohólicas, estudios de consumo y patrones demográficos, la descripción de los mecanismos que operan durante el proceso de percepción, la caracterización de la cerveza y su proceso de fabricación actual, y los resultados de investigaciones hechas tanto desde la perspectiva de los productores de bebidas alcohólicas como desde la perspectiva de personas y organizaciones preocupadas por los riesgos asociados a ese consumo.
Since there is usually no sales assistance available in supermarkets, wine labels represent the pivotal source of information for consumers at the point of purchase. In particular, it is the colour of the label which largely influences consumers’ wine choice. The purpose of our study was to reveal customers’ sensory expectations in relation to the flavour of red wines based on their label colours. Moreover, our goal was to examine whether there are any differences in the consumers’ expectations according to their frequency of wine purchase and gender. A survey was carried out among respondents who were intercepted in the wine aisles of two stores of an Austrian supermarket chain. The results indicate that label colours have a strong influence on flavour expectations. While, for example, red and black are most likely to create tangy flavour expectations, red and orange are most associated with fruity and flowery flavours. In addition, it appears that frequent buyers have stronger expectations than infrequent buyers with respect to most of the colours analysed. Finally, the customers’ gender seems to have little influence on flavour expectations. The results may be considered by wine producers in their label design to create sensory expectations in accordance with the actual flavour of their wine and, hence, avoid any disconfirmation of consumers’ expectations when they taste the wine. This is of particular importance when wine is sold in retail stores and consumers cannot rely on their taste experience prior to their purchase.
Purpose
– The purpose of this paper is to present the methodology adopted and the main results achieved by an exploratory study on consumers perception of wine packaging.
Design/methodology/approach
– The research was designed to elicit the relevant dimensions through which consumers perceive and describe differences between bottles of wine. In order to allow respondents to freely express their perceptions without suggesting a priori descriptive category/dimensions a repertory grid (RGT) approach was followed. A sample of 30 consumers were asked to analyse differences across 11 bottles and to summarize them in descriptive bipolar constructs. The results were analysed performing a consensus procrustes analysis. An innovative feature of this study was the analysis of complete transcriptions of interviews to better understand the meaning assigned by consumers to descriptive constructs.
Findings
– The attributes of bottles and labels represent the main factors underlying wine packaging perceptions. These characteristics are the very first “signal” perceived looking at bottles. Consumers use them to define more abstract “constructs” (as distinction or tradition) they use while assessing alternative products and choosing among them. From a methodological point of view, this study confirm the interest of combining RGT and content analysis as a tool for explorative research in marketing.
Originality/value
– Results seem to be a suitable basis for a survey on a representative sample directed to model the preferences about packaging features. Moreover, the analysis of preferences could be improved within a qualitative perspective, using laddering techniques of interview to elicit the hierarchical structure of motivation linking characteristics, attitudes consumers’ values.
The decision to consume wine has been associated with variables such as product involvement, variety seeking, demographic characteristics, experience, and sources of information. The purpose of this study was to examine the decision process for wine selection in different situations. Data were collected from a sample of wine consumers in Texas and a total of 632 completed responses were obtained. The questionnaire was designed to determine consumer experience, knowledge, and use of differential sources of information to make a purchase decision on wine purchased in a store for home consumption and wine purchased in a restaurant. The data were analyzed using structural equation modeling. Results indicate that usage experience forms the basis for subjective and objective knowledge. High levels of objective knowledge are related to using impersonal sources of information (wine guides, reviews, and advertising) to make purchasing decisions. An additional finding was that high levels of subjective knowledge are positively related to impersonal sources and the self (one's own preferences) and negatively related to using personal sources (friends, acquaintances, and sales personnel). These results and their implications for wine marketers are discussed.
Some wine marketing studies make reference to the importance of wine labels and the information they contain. Others suggests that the information content of wine labels be grouped under seven information positioning statements: namely, parentage, nonpareil, manufacture, attributes, endorsements, end user and end use. Nested within some of these statements is other information commonly associated with wine lables. There is a dearth of research that examines the importance of these seven statements or their expanded state. A questionnaire, exploring the importance of an expanded list of information elements and the importance of front and back labels, was constructed. As these questions formed part of a larger research endeavour, eight versions and two wine types were presented in a mail survey to 1.144 participants. The survey sample was drawn from a national wine mailing list (n=640). plus staff (n=304) and students (n=200) of an academic institution. No follow-up activity was undertaken and a 28% response rate was achieved. A range of behavioural and demographic information was collected. Using a 7-point scale, respondents were asked to indicate how important 14 pieces of information were to them in deciding on which wine to buy. Varied and significant levels of importance exist for some elements of wine label information. For example, front labels were found to be more important than back labels, and this is supported by significant differences amongst some background information. The expansion of parentage into its component parts shows wine company and brand name to be more important than history of wine maker or history of wine region. The results of this research challenge a number of existing findings and beliefs on the importance of various elements of wine label information.
As Australia embarks on the new millennium, marketers must understand the basis of consumer choice, both domestically and internationally. Generally, brands are becoming globalised (Boze and Patton, 1995), but the wine industry provides an interesting example of global branding in the context of a plethora of brand names. In Australia alone, over one thousand wine companies produce over 16,000 wine brands (Spawton, 1998). This array of wine product creates a complex marketplace, which causes consumers great difficulty when making a purchase decision (Greatorex and Mitchell, 1988). To combat this problem, wine companies have been using branding as a means of differentiating their product (Lockshin, 1997). The introduction of geographical indicators (registered names for specific regions of origin) has spurred on the use of regional branding as a branding tool. This research is being conducted to clarify the effect of regional branding on consumer choice behaviour. The results from the qualitative research stage highlighted the fact that a small number of consumers used regional branding as a cue in their choice decision. These consumers generally had higher perceived knowledge of wine, greatly enjoyed purchasing wine and spent a longer time in the wine retail outlet than other consumer groups. A quantitative study will now be conducted to clarify which consumer groups use regional branding as part of the choice process and to determine the importance of a company's brand and price used in consumers' choice process. As wine is not the only product branded by its region of origin, this research will be beneficial to other product categories such as cheese, seafood and olive oil (Belk King, 1997).
This paper illustrates how font, viewed as a component of a brand's visual equity, can enhance a brand's identity and build its market share. In a two-alternative forced-choice task, brands, covering 10 different product categories, were chosen twice as frequently when they were in an appropriate font relative to when they were not. This finding was replicated with no diminution of the effect even when brand names were highly connotative. In a subsequent small field study, consumers chose chocolates from a box of chocolates having an appropriate font rather than one having an inappropriate font on 75% of occasions. Our study establishes the importance for marketers to adopt a coherent font policy to cover current and possible future brand extensions.
This paper provides a framework for collecting, analyzing, and interpreting purchase intentions data.
Purpose
– The purpose of this paper is to present the methodology adopted and the main results achieved by an exploratory study on consumers perception of wine packaging.
Design/methodology/approach
– The research was designed to elicit the relevant dimensions through which consumers perceive and describe differences between bottles of wine. In order to allow respondents to freely express their perceptions without suggesting a priori descriptive category/dimensions a repertory grid (RGT) approach was followed. A sample of 30 consumers were asked to analyse differences across 11 bottles and to summarize them in descriptive bipolar constructs. The results were analysed performing a consensus procrustes analysis. An innovative feature of this study was the analysis of complete transcriptions of interviews to better understand the meaning assigned by consumers to descriptive constructs.
Findings
– The attributes of bottles and labels represent the main factors underlying wine packaging perceptions. These characteristics are the very first “signal” perceived looking at bottles. Consumers use them to define more abstract “constructs” (as distinction or tradition) they use while assessing alternative products and choosing among them. From a methodological point of view, this study confirm the interest of combining RGT and content analysis as a tool for explorative research in marketing.
Originality/value
– Results seem to be a suitable basis for a survey on a representative sample directed to model the preferences about packaging features. Moreover, the analysis of preferences could be improved within a qualitative perspective, using laddering techniques of interview to elicit the hierarchical structure of motivation linking characteristics, attitudes consumers’ values.
This research compared wine quality evaluations by wine consumers and wine wholesalers for the same Chardonnay wine at three price levels and four different oak levels. Consumers judged wines mainly by price, regardless of the oak level. Wholesale sales people ignored the prices and judged the wines by the oak level. Wholesalers predicted that consumers would respond based on the wholeaslers' quality judgments, and were unable to accurately predict the consumers' responses. Better targeting of consumers and better training of the wholesale representatives is recommended.
What is it that consumers see when they read the wine label? This article begins from the premise that the label does not merely consist of words that describe the contents of the bottle, but also contains clues to complex social, cultural and economic interactions which bestow wine its meaning. Thus, the visual aspects of wine extend far beyond colour, labelling and packaging. Viewing the wine label through the cultural lens suggests that the label has much to offer the hospitality provider in the ways in which the wine's affective qualities are conveyed.
No brand of wine enjoys the market shares and premium prices obtained in other alcoholic beverage markets. Market conventions work to prevent a single brand having a large share. Uses an example of a structured new product development process to show the analysis and processes needed to overcome the factors constraining a wine brand. The analysis focuses on the central role of the designation of a wine as its key brand element. The process outlines the development of realistic looking dummy products carefully structured to explore the range of potential options when used in consumer research. Concludes that consumer-based new product development processes could provide wine brands of similar size and strength to those found in other markets.
This paper provides a framework for collecting, analyzing, and interpreting purchase intentions data.
Purpose
The purpose of this research is to examine the impact of brand personality on purchase intent and the influence of three design elements of wine labels on brand personality.
Design/methodology/approach
Participants made brand personality judgments and rated their purchase intent for subsets of 90 experimental wine labels, which varied along the dimensions of color, illustration, and design layout.
Findings
Brand personality explained nearly half of the variance in purchase intent, with the facets successful, charming, spirited, and up‐to‐date being most strongly correlated with purchase intent. Of the three dimensions of visual design studied, the illustration used on the label had the greatest impact on both purchase intent and perceptions of brand personality.
Research limitations/implications
This study used a proxy to measure purchase intent and studied only a subset of brand personality facets, limiting the generality of findings.
Practical implications
This research offers brand managers a potential means of evaluating prospective designs in terms of their likely impact on purchase intent and consumer perceptions of brand personality, and suggests general guidelines for the design of product line extensions from a successful label design.
Originality/value
This research helps brand managers and packaging designers to leverage brand personality research and evaluate the effectiveness of new designs.
Consumers make numerous decisions about product purchases and these are influenced by internal and external factors. Manufacturer influence over some external elements can occur through packaging. In wine marketing, packaging and labels assume undeniable influence with packaging forming an integral part of any wine's promotion and consumption. This article reviews New Zealand's wine market against limited available consumer research. The retail environment, segmentation, motives and influences are also examined prior to an elaboration of wine packaging that focuses on labels. It is concluded that New Zealand's wine industry is currently attracted to lucrative export markets and may be limiting its efforts on the home front. The home market, capable of expansion, will require a concentrated consumer research effort aimed at identifying the impact of label perceptions on consumer purchases. Such research ultimately should assist both domestic and international marketing activities.
The broad area of the wine industry and the marketing of wine, particularly, are focused on with regard to the changing environment in which wine is made and consumed. The marketing process is described in the context of its application in the wine industry and the environment in which it operates: changing consumption patterns in the industrialised nations, new distribution patterns, and different social and environmental issues. The segmentation of the wine market into two distinct areas, fine wines and beverage wines, each operating independently of the other, is described and the marketing mix factors which the wine marketer can deploy in order to maximise opportunities in these markets are detailed, utilising research into wine consumers' behaviour. The factors detailed are the product, its tangible and intangible benefits; the price — market skimming, market penetration, neutral pricing; the communication mix — word of mouth, journalism, sales promotion, advertising; branding and positioning; ranging, and the distribution channels. It is shown that marketing planning is essential for the winemaker, whether a one-person boutique winery or a large multinational. The steps to take in preparing a marketing plan are described and guidance is given so that the winemaker can make it happen, both to satisfy consumers' needs and to make a profit.
The existence and extent of consumers' external search effort has been deliberated by consumer behaviour theorists for several decades. Research has largely focused on durable goods such as automobiles for which there is a high monetary risk. This study considers a non-durable product, wine, where there are several hundred alternatives. Furthermore, knowledge of the product's attributes are difficult to assess by visual inspection of the product. Thus it is presumed that consumers would conduct a search for information prior to their purchase, in particular making use of expert opinion by reading wine reviews and books. Results show that there is very little external search effort undertaken prior to entering the store. Furthermore, the two highest ranked information sources, point of sale material and labels, are only rated somewhat important. Overall there is no one overriding information source but several sources cumulate to provide the information consumers require.
While the concept of involvement has long intrigued marketing researchers, its application to the case of wine purchase behaviour has been limited. In particular, little is known of the wine consumer characteristics likely to influence their degree of product involvement. Furthermore, no reported research has attempted to assess the outcome of product involvement in relation to the different attributes relevant to consumer's choice of wine. This Australian study, based on more than 300 face-to-face interviews, aims to provide a clearer picture of the demographics of the involved wine consumer as well as to demonstrate that involvement matters considerably in determining the importance of some wine attributes over others.
Wine marketers realise that to increase the overall size of the wine consuming population they must make wine more approachable and easier to understand. As it now stands, many consumers lack confidence in their ability to select a wine for either their own consumption or to share with others. Therefore, understanding the role played by consumer self-confidence is especially relevant to marketers of wine, and the need to accurately measure the construct is important to scholarly research. Recently, the development of a scale to measure consumer self-confidence has appeared in the consumer behaviour literature (Bearden, Hardesty and Rose, 2001). This study first adapts this consumer self-confidence scale for use in wine-related research. Next, the impact of six distinct dimensions of consumer self-confidence on three different wine purchase situations is demonstrated. Results show the scale has the potential to inform both researchers and marketers about consumers' self-confidence related to wine purchases.
A conjoint analysis study of consumers’ choice of a popular product examined whether consumption situation and involvement influenced significantly the importance allocated by consumers to a number of key attributes determined by a sample of experts and product users. A large sample drawn from diverse wine retail outlets was asked to rank ten hypothetical wine products, the purchase of which related to three different consumption situations. While price remained the most important factor overall, all three other attributes were ranked differently depending upon the intended usage situation and the level of product involvement exhibited by respondents.
The purchase of a bottle of wine is often a challenging decision for most consumers. The marketing of a wine's package, which consists of several interrelated cues (bottle shape, color, closure, and label design), interfaces with the key factors of the consumer's experience, knowledge of wines, self-confidence and the occasion at hand to form buying decisions. Some consumers know what they want and select a wine based on their experience or the wine's packaging cues. Other consumers examine a bottle's label to satisfy their information requirements. Using a self-administered questionnaire, this study evaluated the effect that the wine packaging has on the consumers' decision to purchase. Results showed that respondents placed great significance on the overall label and bottle packaging and that wine labels were intimidating, with females more concerned about making a wine buying decision.
This article presents the results of a study designed to obtain a better understanding of the effects of using valenced visual information in advertising. In the study, subjects saw advertisements for hypothetical products that contained affect-laden photographs with different valences (Picture Type Manipulation). The results indicate that the affect-laden photographs had an effect on both attitude toward the advertisement ( A ad ) and brand attitudes; however, no differences were found in the product attribute beliefs that were formed. Photographs that were evaluated positively created more favorable attitudes toward the advertisements and brand attitudes, whereas the reverse was true for photographs that were evaluated negatively. The results of an analysis of covariance indicate that the inclusion of both the predicted attitude from structured scales (ΣΣ b i , e i ) and elicited beliefs did not eliminate all the reliable Picture Type effects on brand attitudes; however, the inclusion of A ad did eliminate these effects. In addition, A ad was found to affect brand attitudes for advertisements that contain only copy, and evidence is presented that A ad and brand attitudes are separate hypothetical constructs. Finally, a Dual Component model is presented to explain the effects of visual and verbal information in advertisements.
Factors influencing the consumers decision to purchase wine from a retail liquor store in Perth
- P J Batt
- A Dean
Batt, P.J. and Dean, A. (2000), "Factors influencing the consumers decision to purchase wine from
a retail liquor store in Perth", Western Australia, Australian and New Zealand Wine
Industry Journal, Vol. 15 No. 4, pp. 34-41.
Cheers identifies the fastest-growing brands of wine and spirits in the beverage alcohol industry
- R Brandes
Brandes, R. (2005), " Cheers identifies the fastest-growing brands of wine and spirits in the
beverage alcohol industry ", Cheers, March 1, available at: http://goliath.ecnext.com/coms2/
gi_0199-3898967/Growth-Brands-Cheers-identifies-the.html
Caldewey, J. and House, C. (2003), Icon, The Art of the Wine Label, The Wine Appreciation Guild,
San Francisco, CA.
Icon, The Art of the Wine Label, The Wine Appreciation Guild
- J Caldewey
- C House
Caldewey, J. and House, C. (2003), Icon, The Art of the Wine Label, The Wine Appreciation Guild,
San Francisco, CA.
Consumer Purchasing Behaviour for Wine: What We Know and Where We are Going, International Wine Marketing Colloquium
- P Franson
- L Lockshin
- J Hall
Franson, P. (2006), "Labels gone wild", Wine Enthusiast, March.
Lockshin, L. and Hall, J. (2003), Consumer Purchasing Behaviour for Wine:
What We Know and Where We are Going, International Wine Marketing Colloquium,
Adelaide.
Newsom's wine wins top honor
- C Rauber
Rauber, C. (2004), "Newsom's wine wins top honor", San Francisco Business Times,
December 21.
New brands proliferating as wineries look for new ways to attract consumers”, Wine Business Monthly
- M C Tinney
Tinney, M.C. (2006), "New brands proliferating as wineries look for new ways to attract
consumers", Wine Business Monthly, March 15.
Further reading
Cheers identifies the fastest-growing brands of wine and spirits in the beverage alcohol industry available at: http://goliath.ecnext.com/coms2/ gi_0199-3898967/Growth-Brands-Cheers-identifies-the.html Caldewey, The Art of the Wine Label, The Wine Appreciation Guild External search effort for wine
- R J Brandes
- C House
- I M Chaney
Brandes, R. (2005), " Cheers identifies the fastest-growing brands of wine and spirits in the beverage alcohol industry ", Cheers, March 1, available at: http://goliath.ecnext.com/coms2/ gi_0199-3898967/Growth-Brands-Cheers-identifies-the.html Caldewey, J. and House, C. (2003), Icon, The Art of the Wine Label, The Wine Appreciation Guild, San Francisco, CA. Chaney, I.M. (2000), " External search effort for wine ", International Journal of Wine Marketing, Vol. 12 No. 2, pp. 5-21. IJWBR 23,3
Labels gone wild”, Wine Enthusiast
- P Franson