A good label is able to attract the attention of the consumer among dozens and hundreds of others, more or less similar, displayed on the shelves of wine shops and departments of large retail chains. The cornhole decals work perfectly in this matter now.
An increasingly difficult mission
Having affirmed the principle that the quality of wine far outweighs that of the bottle, the label or the box that contains it, it is essential for a winery to do its best to characterize its product and give it a distinctive identity for the benefit of sales. If in fact we can consider growing the community of informed consumers, able to distinguish and place a producer, a vine, a production area, the community of consumers who are badly informed or poorly informed is much larger and is also growing.
It is precisely for the latter that the packaging, first and foremost, carries out a decisive informative and persuasive function. The label’s task is to bring to the attention of the consumer the value and character of a wine, of its territory, in addition to the image of the producer, and therefore the brand.
Designing labels may seem simple but to a thorough analysis of how many and what implications there are behind what can be trivially considered a purely aesthetic choice, one immediately realizes that there is very little banal.
Before creativity, learn about the Rules
The new European classification of wines also has an impact on the rules for labeling and presenting wines on the market. They are regulated at Community level and, for some implementation methods, at national level.
Without going too far, just to give an example of the attention that the theme requires, in Italy the DOP (DOC and DOCG) and PGI (Typical Geographical Indication) wines must bear on the label, in indelible characters and clearly distinguishable from the text and the drawings that the surround, in addition to the possible designation of the category of wine products, also the designation of origin or geographical indication followed, respectively, by the expression “Protected Designation of Origin” or PDO, “Protected Geographical Indication” or PGI, or by the related mentions traditional in use in the country; the actual alcoholic strength by volume; indication of origin; the indication of the bottler or, for the categories of sparkling wines, the indication of the producer or seller; the indication of the sugar content, for the categories of sparkling wines; the presence of allergens; the identification number and / or lot number, the year of the grapes and finally the indication of the quantity.
All this in relation to the national and EU market, but the rules can be even more complex and restrictive for countries outside the EU. It is essential to know them.
Choose a good size and shape
The label, for the role it plays, is now commonly considered in all respects an important corporate communication tool that, together with price, represents one of the marketing levers. Apparently the regulatory rigidity mentioned above should be compensated by the maximum creative flexibility in terms of format, shape, colors and choice of support. In reality it is not so.