From time to time I have the opportunity to share some of my wisdom (read I'm older than I feel) with those who are interested in the machinations of the wine business. Calling it a business is a bit of a misnomer because it is one of the more congenial, collegial industries one could work in, I think.
My dear friends Geralyn and Jack Brostrom, who are a dynamo couple who have been leaders in the Wine Education movement, asked me to contribute a chapter to their book, The Business of Wine, which was recently released by Greenwood Press. My chapter focuses on the power of the wine label in marketing...the book is full of great entries from many experts in the world of wine and it is a must read for anyone wanting to understand the nuances of the business. Enjoy!
"The design of wine labels is a bellwether of the wine industry’s evolution commercially over the last century. As recently as 25 years ago, the wine consumer in a retail shop had a relatively small number of wines to choose from, both domestic and imported, and the labeling on those wine selections was fairly straightforward: provenance, vintage, producer, grape variety, and a few other technical details, with design playing a secondary role to content. Today, with a proliferation of brands from around the world, wine label design and content have become more strategic and relevant than ever in terms of driving consumer purchases...
"Label art is only part of the ‘power of the package’ in promoting and selling wine. Distinctive elements such as label shape, color, or design have also created iconic labels such as the striking signature yellow-orange ones on Veuve Clicquot Champagne and the anemone Art Nouveau decal gracing the outside of the entire Perrier-Jouet fleur bottle. Both of these brands are immediately identifiable from across the room. . . . Read More"
Read more, or find The Business of Wine on Amazon.com