Establishing a competitive advantage with design.


Vasque Ruinart


In the same way as in the luxury industry, the visual impact plays an important role in the wine and spirits industry. An attractive look can establish a competitive advantage on a specific sector but will also attract new clients who are sensitive to aesthetics.


Indeed, the label can make purchase intention evolve in a considerable way; the results of a study by the Barat Group were able to prove it: relifting a label can increase purchase intention by 10%. An elaborate and attractive label provides considerable added value to the product and if it is successful can impact the level of sales positively.


Regarding wine bottles, the purpose of the front label is to catch the consumer’s interest whereas the purpose of the back label is to give more detailed information and will be considered when the bottle has aroused the client’s curiosity enough. According to researchers, the label is the most important form of communication between the marketer and the consumer, though aspects such as the packaging and transport bag are also important.


Obrist bottle duoAdapting design to target clients


The consumer’s brain creates a shortcut between what it sees and the value it attaches to a product. Therefore it is essential for the packaging to be consistent with the product and visually reflect the positioning of the wine or spirit it contains as well as its range.


Design choices must be made according to target clients’ expectations. Clients under the age of 45 are extremely sensitive to visual quality whereas as older clients grant more importance to given information. (Barat)


In summary, it is important to invest in packaging in order to differentiate oneself in a competitive market such as the wine and spirits one. A successful and consistent design will have a positive impact on the product’s image and the perception of the product and brand but also on sales.




Source: “L’importance du Packaging dans l’acte d’achat du Vin”, Study published by the Barat group.