The wine and spirits category is one of the most competitive
consumer markets. Crammed shelves, with products always faced at the
edge, create a wall of differing brands all screaming for consumers'
attention. Whether a product is new or long established, brand building
here must create trial and reinforce existing consumer relationships by
advancing the product's positioning.
In this environment, labeling
has to work harder than in any other consumer product location. It is
all about shelf appeal and the ability to communicate product
attributes. This is a difficult challenge by itself but added to this is
the fact that according to industry sources, 70 percent of purchase
decisions are made at the point of sale. As such, the ability of the
product label to establish and reinforce an image about a particular
brand of wine or spirits is vital to retail success.
The label on a
bottle of wine or spirits represents a bridge that must be built on
understanding the consumer's expectation about the product. But this is
not a one-way bridge-far from it. The communication must flow in both
directions. The label has to establish a dialogue with the consumer. And
just like a busy cocktail party, the label is a brand's greeting from
overly crowded retail shelves. It offers the warm affirmation of an
endearing friendship, invites or turns away a new encounter, or goes
completely unnoticed.
Package design helps to set a brand apart
The
importance of product packaging in the wine and spirits market cannot
be overstated. The impact of packaging can make the difference between
success or failure of a product. Not only the look and feel of the
package, but also the quality of the label itself is essential for great
shelf appeal. This means the label needs to be perfectly printed and
applied.
Something should happen between the consumer and the
packaging because a visual cue is the first point of contact with the
consumer and it affords the opportunity to evaluate product quality,
which is an essential qualifier for choosing one brand over another. Who
would pay, even at an inexpensive price point, for a product that does
not look appealing? So, the more a label looks and feels luxurious, the better the perceived quality and the better the opportunity for purchase.
Gaining a competitive advantage
The
inability of some consumers to taste the difference between various
wines and spirits is an opportunity for labeling and packaging to fill
in the gaps by creating an identify that is visually and texturally
separate from that of the competition. It comes down to appealing to
those senses beyond taste and aroma, each a distinct signature that is
crafted with care, but unfortunately lost to many consumers.
This
is why when it comes to wines and spirits, package design has both the
opportunity and responsibility to set a brand apart. And no other
labeling technology delivers stronger shelf appeal than
pressure-sensitive labeling. A wide variety of papers, films and
specialized materials enable designers to leverage their most innovative
ideas for brand building.
Pressure-sensitive substrates include:
• Clear-on-clear films for a no-label look
• Glossy and matte white papers for highly visual graphics
• Digitally top-coated papers and films for short-run and complex designs
• Eco-friendly papers and films to appeal to Earth-conscious end users and consumers
• Glossy and matte white papers for highly visual graphics
• Digitally top-coated papers and films for short-run and complex designs
• Eco-friendly papers and films to appeal to Earth-conscious end users and consumers
Pressure-sensitive
technology is versatile. It enables intricate designs and complex
die-cuts, creating labels that jump from the shelf. But even more so,
the array of materials, when combined with special printing techniques,
can become a metaphor for the product itself.
For example, rough
and porous textures of an uncoated paper label can be combined with
screen printing to signify the craftsmanship of an 18-year-old Scotch
Whisky; coated semi-gloss facestocks are subtly smooth and can denote
the flavor profile of something that is soft, easy to drink and good for
socialization; and clear film can denote a sense of sincere elegance
that carries a premium spirit to a secure position of prominence.
The
label and bottle create a sense of familiarity. Together they convey
the product positioning and, as such, must be appropriately executed.
Helping consumers decide what to buy
Consumers make purchase decisions from two distinct dimensions-one rational, the other emotional. Rational factors include the reason for buying, such as product functionality and price, among others.
Emotional
factors are more motivationally complex. It's about the experience we
want on behalf of the product, the pleasure we have in consuming it, how
it makes us feel, and how it validates our decision to buy-a reward,
for taste, about who we are or who we want to be. These are all elements
package designers take into account when creating a brand identity for a
wine or spirit. It is an identity that must serve many perspectives.
As
you might expect, the emotional factors behind a purchase decision are
quite individual as the consumer. However, there are some common
consumer profile traits that can be leveraged and factored into the
label concept. Consumers of wines and spirits can be broken down into
three common categories-the connoisseur, the amateur and the step-in:
The Connoisseur
The
connoisseur drinks wine from traditional countries; is financially
wealthy; is usually a male in his 40s, but the category does include
women; has a natural palate; knows a lot about wine, tasting notes,
etc.; appreciates the craftsmanship in a product; and is intelligent
about what he or she is drinking. For targeting this group, the label
should reflect the craftsmanship and marketers can use a complex
vocabulary because they understand it.
The connoisseur enjoys
complex red wines, premium branded champagne, single malt whiskies and
anejo rums. The label must provide plenty of detailed information:
cantina/bodega/chateau, region, the local area, filtered wine or not,
harvest year, grape quality, wine making process, etc. This information
should be placed on the label so the connoisseur feels he or she is the
only expert to read and understand the information.
In wine, a
paper label should be structured, rich in texture, beige and with creamy
colors. For spirits, a metalized effect or a rough surface with a
complex shape will resonate well. For this category, it is okay to be
generous with embellishing printing techniques. The label should include
golden hot foils, as well as some element of embossing or tactile
varnish.
The Amateur
The amateur category includes both men
and women, 30 to 40 years of age. They claim to have a good wine tasting
knowledge but have a palate that is not ready for wines with complex
flavor profiles. The amateur is open to new world wines, wine that is
easy to drink and middle priced. This man or woman also drinks rum,
vodka, tequila and brandy, but mainly premium brands and in cocktails.
They
expect a label that provides practical information. Here, the amount of
information is important, but must be accessible and provide the right
reference, such as grape varietals, brand name, wine name, geographic
origin, a credible story behind the brand, and serving recommendations
like temperature, pairings with meals, etc.
In spirits, this
person appreciates serving ideas for cocktails. He or she will
positively react to white label paper, from light structured paper to
soft touch. Be selective in the printing techniques by choosing one that
will enhance the information he or she is looking to review.
The Step-In
The
step-ins category is the least sophisticated consumer. Drinks beer and
sweet spirits. They like white and sparkling wine, tequila, vodka, and
rum. Some of them dare into wine, but are less demanding and do not want
to invest too much in a bottle. Accessible price offers, easy to drink
and refreshing, coupled with fruity and flowery flavor notes, are behind
the purchase. White, ros and mainstream sparkling types, as well as
mixed vodka and rums, and some international liqueurs are of interest.
Simplicity is important.
This type of consumer will not invest the
time to read an in-depth label to explore the complexity of a
particular brand. The step-in wants to be told what the product is
about-grape varietal, of which they know a maximum of two; taste
orientation; and serving conditions. Brand name is very important.
With
step-ins, you can dare to exploit contemporary and fashionable colors
on the label and in the bottle. Clear-on-clear film labels are a strong
draw, especially when incorporating neat designs. Immediate visual
impact is what resonates, so borrowing design cues from contemporary
culture can create strong interest. Consider using new and original
printing techniques. For this group, dare to test unusual combinations,
such as non-covering colors on metalized paper.
It pays to know
the consumer, or better yet, the type of consumer to whom a wine or
spirit is targeted. To be effective, marketers need to connect the label
and packaging correctly with these consumer categories in a way that
meets their expectation about what is inside the bottle. And that
expectation must be linked to how the product is positioned.
Beyond
the product itself, wine and spirits labeling must have a visual
identity that, when properly executed, has the power to establish an
icon that is fully vested in the consumer's perception about the brand.
"Give
people a taste of Old Crow, and tell them its Old Crow. Then give them
another taste of Old Crow, but tell them its Jack Daniel's. Ask them
which they prefer. They'll think the two drinks are quite different.
They are tasting images." - David Ogilvy, marketing pioneer. http://ezinearticles.com/?Labeling-and-Packaging:-Key-Ingredients-for-Effective-Wine-and-Spirits-Brand-Building&id=6907600
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