The evolution of wine labels
With the market returning to rationality, the charm of high-end wines is no longer there. Instead, the mid- and low-end wines are popular. From the perspective of capital, the wine industry is still a sunrise industry. Today, the superiority of foreign wines in the high-end market is no longer one after another. They have changed their strategies and the wine label market has undergone great changes.
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1. The value of the Internet era label
Today, consumers can easily and quickly find the information they want through a mobile phone or a tablet computer. In this era, consumers are more easily able to obtain and use more information than ever before. For example, Approach Guides Wine is a very popular application for consumers. Through this simple application, potential consumers can obtain a wide variety of wine development history, including from wine regions to different types of wines. Grape varieties, everything related to wine has everything.
But not all consumers are accustomed to identify wines through App or tool software. Usually, the purchase decision made by the consumer often depends on the information that the product's packaging and labels convey to them within 3 seconds of the line of sight on the shelf. This is the place where the label can play an irreplaceable role in the era of Internet proliferation. .
Especially for those who do not want to become “overnight” connoisseurs, the visual appeal of the bottle will still prevail for its enjoyment of wine and wine culture. As the packaging design of wine becomes more and more complex, the wine label industry has reached a new height in guiding consumer spending through packaging aesthetics.
2. Seize market opportunities brought about by changes in packaging and labels
As the global wine market thrives, it is time for wineries to expand their audience area.
According to Impact Databank, the United States has become the largest wine market in the world since 2013, when wine production reached 329 million cases. In addition, according to estimates of shipments, retail sales of US wines rose by 5% in 2013 to reach US$36.3 billion. In fact, this cannot be seen as a trend. It is even more of a peak moment and an opportunity not to be missed. In the past 21 years, US wine sales have been growing at a rate of 2% to 3%.
The American Wine Research Center pointed out that among the 330 million people in the United States, 101 million are wine drinkers, accounting for as much as one-third. The research center also disclosed that the U.S. Department of Taxation and Trade approved about 99,000 wine label registrations in 2013; the Wine Business Monthly stated that as of 2014, there were 7,762 brewery operations in the United States. The increase in consumer demand and the expansion of consumer groups have promoted the development of the US wine industry and have also provided momentum for the packaging and label printing industry.
Currently, among the wine drinkers, “Millennium” is the second largest group after the “baby boomer”. Therefore, wine brand designers are using demographic methods to identify new target markets. And through innovative wine products, innovative wine packaging and labels to win the favor of new consumer groups. For example, Cornish Mead, a British wine brewing company, made a significant change to its label in 2011. They commissioned the design company Gendall to redesign a bottle using shrink sleeves. Its label design was inspired by tattoos. According to Gendall, "The challenge of designing this new packaging is to maintain the existing market while also being able to be accepted by new consumers, so a new label format, shrink sleeves, is used" to capture this celebration. The spirit of the drink, using a complete graphic to cover the bottle, has the effect of enhancing confidence and personality. This novel 360° dead-end label design preserves the company's unique identity and maximizes the product's shelf impact; tattoos and illustrated graphics are inspired by the company's location and Cornwall Relationship with myths and legends.
