Sources
(1) http://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1072&context=grcsp
(2) https://munchies.vice.com/en_us/article/wnbza9/tituss-burgess-of-unbreakable-kimmy-schmidt-doesnt-suffer-wine-snobs
Sunday, February 4, 2018
"Peeno Noir"
Terry's presentation in class surprised me - I had completely underestimated the marketing capability of creative, pop culture wine labels. I knew that wine labels could be powerful. As Terry said, walking down the aisle of a store you typically spend only 30 seconds glancing at hundreds of bottles so a powerful label is crucial to drawing the consumer's attention. Yet, in my own experience, I quickly ignored the more modern labels that have creative/witty names or references to pop culture and celebrities. I always associated those labels with poor quality. I assumed that there would be a substantial mark-up for the creative label and I would be paying more for that than quality. (At least with big name vineyards you are paying for a brand name associated with quality.) But, after researching more, I've learned that, among millennials, I hold a minority viewpoint. As it turns out, there are more quirky names out there than I had imagined - and many of them have had a lasting presence on the shelves.(1) For example, the wine label "Seven Deadly Zins" has been successful because the pun is memorable.(1) Some consumers could be more likely to remember that witty name than the name of a vineyard. Wine labeling even fits with millennial trends in gift giving. Since millennials have shown they like to give more personalized gifts, they are more likely to buy a label that has some relevance to them or the person they are gifting the wine to. Personally, I have received as gifts about a half dozen bottles of "Peeno Noir", a label referring to a character in the TV show Unbreakable Kimmy Schmidt.(2) The friends who have gifted me this certainly did not pick that bottle for its quality but instead because it referred to something related to me (I really like the show). While I don't plan on changing my own buying habits in the near future, Terry's presentation opened my eyes to the huge market opportunity for labeling wines targeted at the millennial consumer.
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Very interesting anecdote Juliana! I also did some research on the "science of wine labels" and here are some interesting tricks wine makers use, according to David Schuemann's book "99 Bottles of Wine":
ReplyDelete1) They always try to make a wine look about $10 more expensive than it is, by adding gold foil to the label or a gold stamping. Or sometimes they would emboss the label or add a third dimension to it.
2) People tend to associate minimalist design with high-end wines. But for consumers who are experimenting new wine, the label needs to be colorful or whimsical to make it "pop"
Additionally, according to a study published on PNAS (Proceedings of the National Academy of Sciences), the marketing actions such as changes in the price of a product, can actually affect the neural representations of the experienced pleasantness. In the study, increasing the price of a wine will increase people's neutral response representing experienced plesantness. Therefore, a wine label that seems expensive would actually increase consumers' experience while tasting the wine.
Source:
http://www.pnas.org/content/105/3/1050
https://www.npr.org/sections/thesalt/2013/10/10/231458853/drinking-with-your-eyes-how-wine-labels-trick-us-into-buying