For most consumers, choosing a wine can be a complex decision. In the United States, there are more than 11,000 wine producers, many offering multiple brands from various regions and with different varietals. Consumers often choose a wine brand that they are familiar with or recognize. This makes the front label a critical tool for brand identification and consumer purchase decisions. A recent Australian study, “Branding consistency across product portfolios in the wine industry,” published in the International Journal of Wine Business Research by Jeffery et al., investigates the consistency of front label branding.
The descriptive study analyzed 300 front wine labels from 60 Australian wineries of various sizes, examining over 3,000 elements using two coding frameworks. One coding framework to document the incidence and prominence of brand elements and wine attributes and another coding framework to measure branding consistency within a portfolio across brand elements, such as logos and color. In determining the prominence of elements on the label, Adobe Photoshop was used to measure the number of pixels, and therefore the size of the elements.
Key findings on presence and prominence:
- Grape variety, brand name, and region, were the most consistent brand elements across wine portfolios, appearing on over 90% of labels, followed by logo image and sub-brand. In other words, three of the top five frequently used variables are brand elements.
- Sub-brands are often introduced to differentiate products among a brand family. In this study, 67% of all labels used a sub-brand on the label. Only 5% used a sub-brand instead of the parent brand.
- The official brand font, defined as the typeface used on the brand website, was present on 86% of all labels, with a logo present on 70% of the labels.
- Even though “Other” imagery (besides the logo) was present on only 27% of the labels, they are the largest and most prominent element. Although not frequently used, awards are the second most prominent element.
Main takeaways on consistency across wine portfolios:
- In determining consistency across brand portfolios, brand name presence, logo presence, and logo image were the most reliable elements across portfolios. The brand name’s presence on labels and caps is particularly relevant to brand portfolios of medium and large wineries.
- Factors like price range, wine variety, and geographic region did not significantly impact branding consistency within portfolios, suggesting wineries are standardizing and reinforcing brand elements across different price points and product types.
- The presence, size, and color of logos were the strongest contributors to branding consistency across portfolios for all types of wineries. The larger wineries particularly emphasized logo consistency to maintain brand identity.
This descriptive study provides valuable insights into how consistent branding enhances brand recognition and consumer trust, highlighting the importance of cohesive label design in creating a recognizable and memorable brand identity. The findings suggest that wineries aiming for long-term brand equity should prioritize consistency in these key elements across their product ranges.
Although labeling laws differ in the United States, where wine labels must include appellation of origin and alcohol content, many of the findings are applicable. Since the United States wine market is larger and more diverse, with a broader range of producers and consumers, the need for branding consistency is even more essential to stand out in a competitive market.
Authors Tayla Jeffery, Martin Hirche, Margaret Faulkner, Bill Page, Giang Trinh, Johan Bruwer, and Larry Lockshin detail the study’s findings, limitations, and areas for future research in their article, “Branding consistency across product portfolios in the wine industry,” published in the July 2024 issue of the International Journal of Wine Business Research.
International Journal of Wine Business Research (IJWBR) provides a mechanism for the exchange of information across business disciplines on all issues related to the wine and alcoholic beverage industry.
