Don’t judge a book by its cover, but you can judge a wine by its label

The quality of wine is also perceived through marketing

The right label can influence the taste and enjoyment of consumers. Indeed, a new study reported by Italian magazine Stile.it highlighted the considerable importance of the descriptions reported on bottles of wine, which even have a placebo effect, convincing buyers that the flavour will reflect what is reported on the label. “Fresco, fruity” or “smooth, structured, with hints of vanilla and cocoa” deceive the mind of those who taste the wine and influence their judgment. The more detailed and elaborate the descriptions (perhaps also with information about the winery, the producer and the company’s philosophy), the more the wine will be perceived as a high-quality one.

This was proved by submitting 3 very popular white wins (riesling, chardonnay and sauvignon blanc) to 126 consumers and asking them to judge them. The following week the same people, without being informed, were invited to taste the same wines to which some descriptions were added. The judgments were different and they were perceived as better than the products that provided a more detailed and complete explanation.

The author of the study, Sue Bastian, told MailOnline that “wine goes beyond sensory attributes, like aromas and flavours. A bottle of wine also tells the story of people behind production and who determine its quality”. Other factors that influence consumers’ choices, in addition to the price and brand, which remain fundamental, are the style and design of the label that should, already based on aesthetics, communicate the product.