According to recent branding studies conducted by MVV’s Consumer Insights team, 31% of consumers state that product packaging is extremely important to their overall satisfaction of their purchase. Brand packaging is so vital to consumers that throughout their studies, MVV would often have to remind their participants that they were being asked specifically about their brands and not their packages. Some of the overarching findings of MVV include the fact that 64% of purchasers make their decision on store shelves without prior knowledge of the product. Meaning that, an attractive package usually catches the attention of consumers. Some areas of improvement that participants expressed included the fact that many times packages should be functional and used for everyday tasks
How are findings such as these impacting the wine industry? Wine consumption has steadily increased the past 12 years with no signs of slowing down. This movement is actually being led by millennials and with the increase of competitors, wineries and wine makers are trying their hardest to stand out and this all begins with the package design. Before this explosion of wine consumption, wine brands were rather difficult to differentiate from one another but now wine bottles have become increasingly more unique featuring a variety of unique design elements. The benefits of unique packaging in the wine industry include:
- Draws attention: due to the competitive landscape of the wine industry, unique labels are eye catching and will draw a consumer in, especially millennials, who have shown a propensity to make bottle purchases based on packaging. Would you purchase a wine bottle if you didn’t like the design?
- Memorable: It’s much easier for a new customer to remember your wine brand by your label than your taste. There was once a wine tasting festival held in Scotland in which festival goers blindly sampled various wines and they simply could not differentiate the wines on taste alone. A label creates an identity for a brand that will be helpful in luring repeat customers.
All in all, the labels of wine are increasingly more important and the evolution of alcoholic drinks’ packaging has already started not only in the wine industry but also with beers and sodas. Coors Light for example comes to mind with innovative can design with its “blue mountains.” The success of Coors Light as well as design centric corporations such as Apple and Nike proves that customers will respond favorably to good and memorable design.