Wine X Staff
A wine label is traditionally meant to showcase particular information — such as origin of wine, quality, type and producer. Each wine has a signature emblem and it is all done in a very stylistic manner. A classic bottle of wine with have a satisfyingly familiar wine label which lets the consumer know they are “drinking the good stuff”.
In the modern times of winemaking, labels have become more akin to works of art. Paintings, drawings and graphics create beautiful wine labels that often bring some hint to the “personality” of the wine; spicy, bold, subtle, flowery — all are implied by a particular vibe of a wine labels art. This helps with the wine’s branding when it comes to curbside appeal.
Someone who is scanning the endless bottles of a wine aisle can quickly pick out a wine that calls to them through the label art, which will subconsciously fulfill their palettes desires.
We have turned into an incredibly visually and brand driven consumer economy. Every brand must have a broader concept — tell a story about the brand to the point where it develops its own personality. Brands personified. We want to emotionally connect to everything in our lives, what we eat, drink, buy. Drinking wine is such an experience — of all senses — and in all aspects of our lives.
So wine branding is important to connecting with the consumer. And the new consumer is all about image. We are easily distracted and jaded, we want more stimulation, in every way, always. Celebrity endorsements are popular tricks, vivid labels and flashy lifestyle influencing can propel a wine into the spotlight. Is it a good wine? Does that matter to the new consumer? Not as much as a good instagram post. So what does that mean for the future of wine? I guess we will have to wait and see how it goes.
One brand, “Dear Mom Wine” recently caught my eye, the winemaker is out of Portland Oregon, a great place for great wines. This brand sells wine in cans, with cute vintage labelsmade of pastel colors and hand drawn artwork. It was just calling out to be put on a Pinterest page. But what captivated me the most was that each wine had a story behind it, and each month the producer gave back to a new charity. On top of it all, the wine was delicious, made with intention and varietals that gave more depth and complexity than the average chuck at any old shop.
Their branding came at you from all angels, beautiful, purposeful, intentional and hits you right in your heart strings. It’s the trendy, hipster and helpful brand that we as a culture have come to love. And even with all of that “other stuff” it still maintained being a good wine, something worthy of boasting a traditional wine label and prestige.
But does this mean all brands will have to find their charitable heartwarming story in order to start selling wine? Maybe, or they can just get P. Diddy to rap about it in a song, in our wild new world, both work just fine.