Beyond the Label: What Your Wine Packaging Tries to Tell You | Local News
“Who are they trying to attract? Are they looking to attract an adventurous buyer or a more traditional buyer? “
Regardless of the intent, there are certain mandatory requirements for commercial wine labels.
According to the rules of the Office of Alcohol and Tobacco Tax and Commerce (TTB), all wines must have their brand name, class, designation of origin, alcohol content, net content, the name and address of the winery, the percentage of foreign wine and a health warning on the label. In addition, there must also be a written statement whether the wine contains sulfites, FD&C yellow # 5, cochineal extract or carmine.
Beyond that, the label focuses on design and establishing a brand’s image. But according to Rice, consumers are more complex these days, and as a result, it’s not as simple as deciding between a delicate or a bold print for your label.
“Consumers have become more adventurous and they are more willing to explore, [but] they are also a little more educated, ”he said. “Consumers are developing a better understanding, especially with Millennials and Gen Z… They are more willing to try new varieties. “
More educated wine drinkers mean people can be more attentive to things like appellation names when buying wine, so regulation is needed to ensure that inconsistencies don’t go under the radar and do not mislead consumers. But with thousands of players in the market, it’s hard to keep track of everything.