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Wine Labels: The Impact on Customer Perception and Intention to Buy Wine
Abstract
The study investigates the influence of wine labels on consumer attitudes and purchasing intentions. It uses a quantitative study with diverse adult demographics and an online survey to test three approaches to wine label design. The research, inspired by a case study by the Australian winery “19 Crimes GBL,” found that wine with novelty labels provokes more attention to buy, followed by traditional labels. Contemporary labels showed the lowest intention to buy. The expected perception of novelty wine labels as appealing, exciting, and enjoyable was confirmed, but the expected perception of adding value for money was not confirmed. This research has practical implications for the wine industry, demonstrating how implementing label design approaches can strengthen customer perception and influence purchasing intentions. The study contributes to the advancement of research on wine label design practices by developing a research framework and providing evidence on the direct and indirect effects on customer choices.
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