The wine label is one of the fundamental aspects both in terms of wine legislation and in terms of communication and marketing strategy for wine.
The wine label is a sort of Identity Card, from which the useful elements to identify the product can be drawn. It is able to guide the consumer’s choice, therefore, it must contain clear, complete, and verifiable information. Let’s go and see what they are together!
The mandatory indications on the label must be reported in the same field of vision so that they can be read from a single visual angle (the only exceptions are the batch number, the indication on allergens, the indication of the importer because they represent related obligations to all agri-food products).
But it’s not that easy to distinguish which ones are mandatory and which aren’t. In fact, some types of wine have very specific obligations that other types do not have.
On all wine labels, there MUST be
1. Product category “wine.”
2. Indication of origin: indication of origin (member state) is mandatory for all types.
3. Actual alcoholic strength by volume (tolerance of the value on the label 0.5% vol.).
4.Volume of vessel
5. Name of the bottler (terms such as “bottled at origin”, “wholly produced”, “bottled in the Farm” are allowed).
6.Indication of the lot number of the batch .
7.Indications relating to the presence of allergens.
For some types of wine it is mandatory to report on the wine labels:
a.)Sugar content for SPARKLING WINES. Mentions are allowed (eg Extra Brut which is between 0 and 6 g / l, Brut which is less than 12 g / L, etc.).
b.)Indication of the importer for IMPORTED wines .
Everything else, from the invented name of the wine to the blend, to the symbols, to the logo, to the history of the winery, etc., are all optional indications that each producer independently inserts on their wine labels.
How does the label help the brand?
The labels for the wine bottle in addition to being the identity cards of the wine also act as business cards that the company puts in the hands of the consumer. In fact, often a wine lover buys a wine not knowing personally who is behind the product but based on what is reported on the label.
Here then, in addition to legislative importance, the label also plays a fundamental role at the marketing level. In recent times, labels have also evolved, becoming smart, intelligent, capable of containing and making available further valuable information, both for the consumer (e.g. information, on the company, on the territory, etc.) and for the producer himself who, thanks to the consumer’s activity, he can receive important feedback (eg information about geolocation ).
Based on the assumption that many consumers base their purchase choice on visual impact, it is commercially smart for a company to study a specific design of their label ( wine label design ).
In the study, the choice of color, style, shape, character, the story that you want to tell through personalized wine labels becomes fundamental. Creating effective wine labels from a marketing point of view is not easy, because there are many competitors and combining innovation and originality is increasingly complicated.
The wine labels represent a very important element in the wine product, both for the consumer, who through careful reading can buy the wine safely and consciously, and for the producer who, through it, can come into contact with the consumer, seduce him and convince him to buy his own bottle.
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