The consumption of wine is an art. Since many consider wine to be an aesthetic experience, its production requires a meticulous process. Winemakers must make sure that the bottle will evoke memories and ensnare the senses.
The experience of wine starts with the bottle. Its design must be memorable, as it can capture or lose the interest of a consumer. Traditional wines often use their regions as label design inspirations, while modern wines look to more eclectic designs. Aside from using artwork, wine packagers also avail of services such as injection moulding and die casting. These services, which create seals, plaques, and neck wraps, create a memorable identity for the wine. Labels, after all, hint at the story behind the bottle.
A study by Luiz de Mello and Ricardo Pires Gonçalves shows that consumers do select their wine based on the shapes and colours in wine labels. According to their research, wine consumers tend to have stronger shape preferences than colour preferences. Consumers associate memories and experiences with the colours and shapes, thus affecting their perception of the bottle’s value.
Packaging, however, is not the only factor behind perceived value. As reported by Maria Konnikova of The New Yorker, the consumer’s emotions affect the taste of the wine. Daniel Salzman, a neuroscientist from Columbia University, conducted an experiment using two bottles. For one bottle, he discussed its long artisanal history, while he described the other bottle as more commercial. As a result, Konnikova assumed that she would like the more artisanal bottle. Salzman later explained that products with compelling histories make them more appealing and that those who imagine the story of the bottle are more likely to pay more for it.
Winemakers and wine packagers alike, then, must know how to tell a story. Wine can start stories through clever packaging and labels. However, it is also important for winemakers to make use of wine tasting events, as they are the perfect avenue to engage with the consumers and entice their imagination.