»» When Consumers Don’t Take Wine Seriously
According to a study by ACNielsen, wines with fun labels, such as those depicting animals, have an positive impact on sales.
This wine marketers’ trend is known as the “critter label”; 18 percent of new table wine brands with sustained consumer sales introduced in the past three years, featured a “critter” on the label.
Danny Brager, vice president of ACNielsen’s Beverage Alcohol team, says:
“The sales generated by new brands featuring a critter outperform other new table wines by more than two to one.”
He explains:
“there is a segment of consumers who don’t want to have to take wine too seriously. Not only are they willing to have fun with wine, they may just feel ‘good’ about an animal label presentation.” (Source)
From this research emerges the difference among consumers from US and from countries with an ancient tradition of wine-drinking, such as Italy or France. There is no doubt that similar wine marketing strategies would fail in societies where the wine is so strongly linked to history, culture, and local traditions.
