Spring Break
The difference is in the label for wine-maker
Popular wines may have nothing to do with taste; label designs impact sales greatly
Brittney Menard
Issue date: 5/7/08 Section: News
Keven Malkewitz, assistant professor of marketing at OSU, knows all about the effectiveness of marketing wine bottles.
"Consumers look at all cues - bottle, situation, environment, brand, etc. - and this all affects a person's perception and taste of the wine," Malkewitz said.
What is it about wine that makes it appealing to such a wide variety of audiences? Marketers will reassure you it's all in the label.
"Yellowtail, the most successful intro ever in U.S. market, has a high image-ground contrast of label [a brightly colored wallaby on a dark background]," Malkewitz said.
It's marketing strategies like this that help to define target markets.
"Marketers should advertise wine more on television and use online sources like Facebook so we are seeing it more often," said Melissa Gillihan, a freshman in merchandising management.
Colors, font and bottle shape all impact the sale success of a wine.
"Colors are chosen based on what we like," said Jessica Little, a freshman in human development and family sciences and part-owner of Little Vineyards.
"We try and think of what is going to catch the consumer's eye while wine shopping," Little said.
But what appeals to some customers of a particular age group may not appeal to those of a different one.
"We focus our wine for people who can appreciate a bottle of wine for $20 to $40," Little said. "That audience is mainly focused around the age group of 35 years and older - boutique winery shoppers."
Strategic methods of marketing affect how the actual taste of the wine will be perceived by customers.
"There are studies where researchers took the exact same wine and put it in different bottles, and people's responses varied tremendously," Malkewitz said.
When it comes down to it, customers want the whole package.
"People want a unique, cool-looking label along with great tasting wine," Gillihan said.
Brittney Menard, staff writer
news@dailybarometer.com, 737-2231
"Consumers look at all cues - bottle, situation, environment, brand, etc. - and this all affects a person's perception and taste of the wine," Malkewitz said.
What is it about wine that makes it appealing to such a wide variety of audiences? Marketers will reassure you it's all in the label.
"Yellowtail, the most successful intro ever in U.S. market, has a high image-ground contrast of label [a brightly colored wallaby on a dark background]," Malkewitz said.
It's marketing strategies like this that help to define target markets.
"Marketers should advertise wine more on television and use online sources like Facebook so we are seeing it more often," said Melissa Gillihan, a freshman in merchandising management.
Colors, font and bottle shape all impact the sale success of a wine.
"Colors are chosen based on what we like," said Jessica Little, a freshman in human development and family sciences and part-owner of Little Vineyards.
"We try and think of what is going to catch the consumer's eye while wine shopping," Little said.
But what appeals to some customers of a particular age group may not appeal to those of a different one.
"We focus our wine for people who can appreciate a bottle of wine for $20 to $40," Little said. "That audience is mainly focused around the age group of 35 years and older - boutique winery shoppers."
Strategic methods of marketing affect how the actual taste of the wine will be perceived by customers.
"There are studies where researchers took the exact same wine and put it in different bottles, and people's responses varied tremendously," Malkewitz said.
When it comes down to it, customers want the whole package.
"People want a unique, cool-looking label along with great tasting wine," Gillihan said.
Brittney Menard, staff writer
news@dailybarometer.com, 737-2231
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