Jonathan Rogers looks at the importance of wine labels.
I host a lot of wine tasting events at the shop and in private residences, and I always taste the wines blind, that is covering up the bottles so that guests are not influenced by country, grape and especially labels. This gives a much better understanding of the true characters of the wine. Whereas that is important when you simply taste the wine, but what about from a selling point of view and from a buyer’s point of view.
A few years ago, I attended a seminar in London discussing what was more important, the quality of the wine inside the bottle or the labelling on the bottle. The consensus was that labels are important as it is the first thing you see so will play a significant part in the buyer’s decision. However, if the wine is not good but the label is appealing the buyer will not purchase the wine again just because they like the label. If the wine is good but the label not so, then repeat purchases will be made. Overall, wine producers cannot depend on the quality of their wine alone.
Some producers, particularly from the classic French regions like Burgundy, Bordeaux etc, will stick to the traditional black and white or with a picture of the estate or Chateau, preference being given to region, wine name or Chateau/estate name. Less is more and all that. Then there are those producers who go all out to attract the eye with funky names or wild illustrations with bright colours. My general feeling is that the wine inside must be good whatever the label design.
Wine is an individual thing. We do not all like the same wines or are attracted by the same labels so there is no real right and wrong. And of course there is price. When I choose wine from suppliers and producers to sell in the shop there are several factors that I must take into consideration and not just down to my tastes. Both packaging and price point do come into it. I must understand what is appealing to my customers, what I think will sell and what looks good on the shelf. After all, once that bottle has left the shop and is introduced to friends and families, it is an extension of my business, its representing the shop until its consumed. And even after consumption I hope its not going to be forgotten.
Try these and check out the labels:
Chateau Roc de Segur Bordeaux. £10.99
Classic Bordeaux style, medium to full body with hints of blackberry and smooth tannins.
Aquarius Marsanne Viognier
Victoria Australia £12.99
Honeysuckle hints with a floral character. Dry with rounded fruit on the finish.
Laneway Vermentino
Victoria Australia £11.99
Peach and pineapple fruit, loads of tropical characters with a long floral finish.
Running Duck
Shiraz South Africa
£8.99
Ripe red fruit flavours with rounded spicy finish.