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6150 Amberwoods Dr.
Boca Raton
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John Lawlor

Label Analytics: Wine Label Testing That Helps You Sell More Wine

At Label Analytics we measure five steps of the wine shopper purchase decision in hundreds of label tests each year. We take the guesswork out of what attracts shoppers.  

Based on a patented research approach and insights from testing over 600 wine packages, Label Analytics has developed a framework titled “B.E.S.T. Practices for Label Development” to support your package design process. It is designed to answer the important questions at each development stage (Benchmark, Explore, Substantiate, and Talk It Up). 

Label Analytics offers analytical reports that wineries at each stage of their development process can take advantage of and use to better their sales and market share. Contact CEO John Lawlor (@sellmorewine) ( at to discuss how your brands can benefit from the B.E.S.T. Practices for Label Development framework. To start you down the path of understanding how wine shoppers react to one of your current labels, we’ll do a complimentary Gender Response Validation study for FREE. See the offer here: 







When Push Comes to Shove - Trust Lots of Shoppers to Guide Your Label Decisions...Not Focus Groups

Wine Label Testing Methods Compared  

Focus Groups vs. Label Analytics Shopper Response Testing 


Label Analytics offers analytical reports that wineries at each stage of their development process can take advantage of and use to better their sales and market share. Contact CEO John Lawlor (@sellmorewine) ( at to discuss how your brands can benefit from the B.E.S.T. Practices for Label Development framework. 

We are so sure that shopper response testing will help you sell more wine that we are offering you a Gender Appeal Profile (value $500) of your current labels for FREE. Sign-up for the offer here (it only takes 30-seconds) --

#winemarketing #trustwineshoppers #FirstTestFree

News Archive

Seminar at SSU Showcases B.E.S.T. Practices by Label Analytics
02 May, 2019

Seminar at SSU Showcases B.E.S.T. Practices for Wine Label Development by Label Analytics

Twice a semester, Label Analytics steps into teaching shoes with the senior students in Sonoma State University’s Wine Business program (@WineBizSSU), instructing two seminar-style classes to the undergraduate Wine Marketing students.  Dr. Damien Wilson (@WineBusProf), who teaches the course, is the inaugural Hamel Family Chair of Wine Business Education with SSU's Wine Business Institute. Professor Wilson, discusses the arrangement; “Label Analytics does virtual presentations for us twice a semester. The feedback from our classes has been very good.” He tells us, “The intent is that the students remember the analytical tools. They might remember because of the shelf attention or memorability factors, but they do remember.”  The course focuses on distribution channels, looking at big players, as well as iconic and niche players, and the digital environment. “All these form the platform for our marketing concepts. We then illustrate what research needs to be considered. A [future] brand manager needs to see what is happening at this level.”

The students learn that to make good decisions in wine marketing, their conclusions must be made on evidence, not on opinions.  Wilson states, “Your opinions are valuable, but not as a determinant step. Label design can be used as a justifiable step, based on evidence.” Label Analytics offers winery clients the option to back up their labeling process with data through actual consumer testing. They offer analysis as early on in the label process as the prototype label stage, saving producers large missteps in marketing the wrong label, to the wrong demographic, at the wrong price point.

When asked why Label Analytics testing component studies were added to his course, Wilson responded, “[Label Analytics is] adding to my content for this course. They have staged the framework. Their research was very clear, showing respondents a selection of brands, and then presenting which one [wine bottle] had more memorability, price impression, or whatever it may be.”

Wilson is teaching wine business students to think like other businesses do. “We don’t have trouble getting people interested in our field.  The challenge we face in the wine sector is implementing good practice.  It requires sound implementation of good business practices, with sound research results,” he extolls. “As wine businesses, we need to understand consumer behavior and make that transition.”

"Label Analytics got me to think outside of the wine industry and into the mind of consumers. Too often I believe we [as an industry] focus on what we think makes our products great, and not enough on what the consumer is looking at. Label Analytics helps put that in perspective." - Olivia Schonewise, a former student of Dr. Damien Wilson and current Marketing Coordinator at O’Neill Vintners & Distillers.

Wilson is complimentary of Label Analytics. “They have access to a large amount of data, and are using an academic research method. I see the numbers they get. It’s appreciated by the academic community.” He notes, “They are a good example of how an academic practice can become part of the marketing practice for large industry.

slide from a Label Analytics case study on the effectiveness of wine brand extensions

Label Analytics offers analytical reports that wineries at each stage of their development process can take advantage of and use to better their sales and market share. Contact CEO John Lawlor (@sellmorewine) ( at to discuss how your brands can benefit from the B.E.S.T. Practices for Label Development framework. To start you down the path of understanding how wine shoppers react to one of your current labels, we’ll do a complimentary Gender Response Validation study for FREE. See the offer here:

#winemarketing #trustwineshoppers

Get More Retail Orders As Early As Next Month - ‘T’ is for Talk It Up – the final stage in our B.E.S.T Practices for Label Development
30 April, 2019

‘T’ is for Talk It Up – the final stage in our B.E.S.T Practices for Label Development

Progressively taking you down the road to more successful wine buyer presentations, this week we discuss the final stage of our “B.E.S.T. Practices for Label Development”.  Talk it Up is the phase where you are using the data you have gained to convince wine buyers to overcome objections and put your product on their shelves.

Stephen Covey said it correctly when he stated, “Begin with the end in mind”.  With a clearly stated end goal being the shelf placement and sales of your product, you have now worked through the important questions at each of the earlier development stages (Benchmark, Explore, and Substantiate), and are ready to sell your wine with the confidence of knowing where your brand ranks against the competition.

The information from Label Analytics shopper response rankings can then be shared with retail wine buyers, or with their distributor’s wholesale reps who will then meet with their buyer clients. Label Analytics refers to the charts that wine reps use as sales tools as “Shopper Interest Sheets”.

Brand Le Grand Courtâge uses their Label Analytics rankings at two levels. Owner Tawnya Falkner has seen their sales rise to 50,000 cases in just seven years since launch. Participating in a wine label study with Label Analytics two years ago, Falkner uses the information daily in high-level presentations. “Our information is on price impressions, shelf impressions, and propensity to purchase based on package and cost.  Our Rose was #1,” touts Falkner.   “Since on our visual [comparison], $27 was the perception of price when ours is actually $17, it made our brand the most likely to buy at 93%. We can show the highest intent to purchase.”

Label Analytics Shopper Interest Sheet sample for Le Grand Courtage  

Kelly Billey, Regional Sales Manager for Le Grand Courtâge is doing presentations to smaller independent grocery retailer, and says she “pulls out the report to seal the deal. It can make a difference to a small retailer to see this information.”

All Label Analytics shopper response studies use a minimum of 500 consumer shoppers. The wine (or wines) are secreted within a slate of 81 wines. Consumers see each of the nine pages of nine wines each. They have no idea who the client winery may be and are answering purely on their reaction to the look of the package. Information is compiled, and you now have results you can use to show how your wine fares against the brands you feel are most competitive, falling at a certain price point, or order break downs by gender, age group, or visual comparison, for example.

Completing the “B.E.S.T. Practices for Label Development” gives your brand the absolute best start for success in today’s competition for shelf space. Let us convince you. If you already have a brand launched, we’ll do one Gender Response Validation Report for FREE to measure the shelf performance of your package among men versus women. This is not a scaled-down sample, it is a full study among 500 wine shoppers across the US.  

Grab your FREE Gender Response Validation Report here:

In a hurry to Get More Retail Orders As Early As Next Month - feel free to email John Lawlor CEO 

Where the rubber hits the road! S is for Substantiate in the B.E.S.T. Practices for Label Development framework
03 April, 2019

Bringing you to a fundamental concept in our sustainable package development process that we call B.E.S.T. Practices for Label Development: (Benchmark, Explore, Substantiate, and Talk About It), we talk this week about the letter “S”, which is for Substantiate. Following a package design process that safeguards your success in the marketplace should be the only way to launch a new or revitalized brand!

To recap, the first stage of our process introduced the idea of Benchmarking your package versus key competitive brands. This allows you to see how your product (too many repetitions of “package”) performs through each step of the wine purchase process. Is your package performing well grabbing shopper attention? How does it stack up on memorability and price impression?  Does it perform better with women or men? Is it grabbing the attention of millennials or boomers? With those insights, you and your designer can see what is working well and what needs attention.

To get you started down the path to launching a successful brand, Label Analytics is offering a free initial analysis of one of your labels, called the Shopper Scores Gender Report, which is a benchmark analysis of one of your labels.  As you have undoubtedly read, wine in a supermarket is chosen by women eight times out of ten. Is your current label capturing the attention of who you think it is? Let us find out for you. 

See the offer here:

The second stage in the B.E.S.T process is E for Explore. We encourage you to challenge your designer to apply the Benchmark insights to create design options. In this part of the package design process, we encourage our clients to think outside the bottle and try a variety of approaches to solving the design challenge.  The more approaches you try, the greater your chance for a creative breakthrough. Now is the time to run an exploratory test while the designer is still working in the project.  They can then apply what they learn to narrow the options to the best and make the best designs better.

Once you and your designer have narrowed the field and polished two or three designs, it is time to Substantiate the performance of your best options versus a broader competitive field. This also allows you to see how your package performs among a deeper segmentation of shoppers. Label Analytics Deep Dive reports performance among 20 shopper segments so you can evaluate among those that are most important for your brand by demographic, price tier and shopper psychographic segment (Wine Enthusiasts, Brand Loyals, Price Driven, etc.). At this point in the B.E.S.T. process, we tell clients: opinions don’t matter; reactions matter! Substantiate is the stage where it is time to use the data gleaned in the first two stages to decide whether you have a new or revitalized package design that will sell bottles in the market.

If you’ve done your due-diligence and worked through the Benchmarking and Explore phases, then using our in-depth comparison reports available at this stage will allow you to decide to move forward or move back to the Explore step and try for more engaging bottling and graphics. We encourage you to do the testing so that you avoid going to market with a product that doesn’t sell well.

Let’s say you have a main brand, Meadows Winery, and you are gearing up to put a new “Lark Song Rosé” out in the market. Rosé is hot right now, and hottest with millennial women. You have narrowed your label options to two, and your designer finished those designs with insights from your Explore test of the early designs. Now is where the Substantiate phase comes in. Our Deep Dive Competitive study will inform your decision about which of your label designs perform best, and if it will do the job you need it to do.  Or it may, perhaps, turn up some surprising news for you!

Shopper response insights are, well…exciting! And at this stage of development, our comparison reports will eliminate the guesswork and show you how your potential label matches up across a large market study of your close competitors. Your decision whether or not to move forward should be, and can be, made based on real market research, not on a whim or someone’s “I’m pretty sure that will sell”! Instead of waiting until the brand is launched, in the market, not doing well and then deciding to test it, we can take away that guesswork and excess money spent when your product doesn’t really meet the market’s needs. Let our shopper response insights help guide you through the label development process to create viable options and Substantiate your label choice before you invest in a market launch.

Up next is the 4th stage – "Talk It Up".

Got questions: Just drop me an email -

This free offer could change your thinking on wine label development
27 March, 2019

Label Analytics, the outsourced leader in affordable, insightful, and statistically reliable wine packaging research has dramatically expanded its research report and pricing offerings.

We now offer research options to meet every budget level, including a one-per-winery FREE “Wine Shopper Gender Report.

click to grab this free Gender Report offer

click to grab this free Gender Report offer

“Creativity is contagious, pass it on” Albert Einstein | Stage #2 in Label Analytics “B.E.S.T. Practices for Label Development”
20 March, 2019

Stage #2 is in Label Analytics “B.E.S.T. Practices for Label Development” is Explore (aka the Creative Exploration stage). 

Creative exploration with professional designers and unbiased feedback from shoppers is essential to the successful development or redevelopment of any effective wine label.

Best practices for any creative exploration focused on the development of wine labels should be built on: (1) the research that was done in stage one (Benchmarking) and (2) a written “Design Brief” that gives the designer a clear picture of what the winery marketing staff feel is most important in the design.

Unfortunately, wine label design briefs are often unnecessarily restrictive and shopper testing of design options is limited to 2 or 3 "final" designs. 

At Label Analytics we believe that this is a huge mistake. Why you might ask? The answer to that lies in our CEO's first career. John Lawlor was a professional advertising photographer and commercial director for over 20 years. In all those years there was only one time when he didn't deliver thousands of images on every job even though the need was for a single image for the ad. 

When it comes to creative exploration that results in powerful labels - quantity does matter. 


Example of multiple design options for single brand tested with over 500 wine shoppers 
(data displayed is for demonstration purposes)

The Explore stage is the time to free your designers to develop label concepts that are inside of the design brief and several that color outside your brief. Think about it - you have nothing to lose - as long as you shopper response test a wide set of design options.

Stick with us in upcoming articles to understand the full label development analytical process, and how we can help inform the decision of taking a label to market!  Using real data from your own products will help make your choices better. 

“B is for Benchmark! B.E.S.T. Practices for Label Development” – a new framework from the researchers at Label
07 March, 2019

“B is for Benchmark!  B.E.S.T. Practices for Label Development” – a new framework from the researchers at Label

Label Analytics has developed a framework entitled “B.E.S.T. Practices for Label Development” to create a sustainable package design process. It is deliberately calculated to answer the important questions at each stage of development of your label, offering four logical steps: Benchmark, Explore, Substantiate, and Talk It Up. Taking the guesswork out of what attracts shoppers, with our patented research approach, Label Analytics offers you insights from testing over 600 wine packages.

The first step in our process is Benchmark. Benchmarking is a critically important marker for your decision-making process. Whether you are starting a new brand or revitalizing an existing label, you’ll need to know who your competitors are and how well your package performs, both for shelf attention and price impression.  In the follow scenarios, we offer two benchmarking options, which we call the Label Analytics Reality Check and the Label Analytics Opportunity Map. Let’s use the following scenarios to illustrate how they can help you.

Scenario #1: Your distributor or retailer thinks your brand is not standing out on the shelf, and suggests you should redesign the package.  Our Reality Check Report tests your current packaging. Using a national survey of 500 wine shoppers, we measure your current shelf attention and price impression compared to your three top competitors. Based on this quick, low priced test you get an answer from real wine shoppers. If it turns out your package could benefit from a redesign, then you can take appropriate action. If our testing finds your package does a good job of standing out on the shelf, then you have that insight. Either way, you can share the shopper findings with your team, your distributor, your retailer to demonstrate that you responded decisively to their concern.

Scenario #2: You’d like to introduce a new wine that expands into a new competitive arena for your brand. How will your brand compete, what style of package works best in this new set of competitors?

Our Opportunity Map Report provides a broad view of a competitive arena. It measures how well your brand package stands out on the shelf [shelf attention] and how its price impression stacks up to specific competitors. Further, since you will see the package performance of 20, 30, or 40 competitors, you can see what style of package and package graphics work best with shoppers in this new arena. For example, "If your new wine is a Riesling, should you package it in a blue bottle?" This is foundational information for expanding your brand into a new varietal or style of product.

Benchmarking is important. Whether you are responding to a concern about the performance of your package, like Scenario #1, or you are introducing a new product or package like Scenario #2, getting shopper- based answers for your package performance questions and discovering how your package stacks up to competitors is fundamental. Those insights can guide your packaging decisions and save money by helping you direct the process toward the right goal.

By using one of our Benchmark services, you can ascertain whether your current label is on the right competitive track or not.

In the next B.E.S.T Practices article we will cover the Explore step and how to maximize your designer’s output for greater marketplace success with your label.

Label Analytics: Improving Your Wine Label Development, Evaluation, and Validation with Wine Shopper Research
20 February, 2019

Introducing: “B.E.S.T. Practices for Label Development” – a new framework from the researchers at Label

When creating a new brand, or refreshing an existing brand, determining what label design will best showcase and sell your distinctive wine is critical. You are sure that if you can just get it packaged, people will buy it. In bygone days, “make great wine and they will come” held true. But no longer. Undoubtedly the first thing you should be thinking about, and certainly what any wine marketer will be worried about, is what will sell this wine.

Distributors and retail buyers know the critical point for your new brand is on the retail shelf. Will wine shoppers notice your new brand? Will your brand spark their interest? Will they pick up the bottle and decide to buy it? AC Nielsen research found that the “look of the bottle” drives 80% of the purchase decision. So, before your customers have a chance to taste your wine, they must first be attracted to your brand through your label.

As a professional wine marketer investing the money it takes to launch a new brand or refresh an existing brand, you will undoubtedly want to base your branding choices and package design decisions on insightful wine shopper research. At Label Analytics we measure five steps of the wine shopper purchase decision in hundreds of label tests each year. We take the guesswork out of what attracts shoppers.

Based on a patented research approach and insights from testing over 600 wine packages, Label Analytics has developed a framework titled “B.E.S.T. Practices for Label Development” to support your package design process. It is designed to answer the important questions at each development stage (Benchmark, Explore, Substantiate, and Talk It Up). In this series of articles, we will step through the process of creating the perfect package for your target customer. Label Analytics will help you do the hard work and will assist you in coming to market with a winning label and price point for a wine that sells.


Upcoming articles will flesh out the stages of our B.E.S.T. Practices for Label Development.

March 6th Benchmark

March 20th Explore

April 6th Substantiate

April 20th Talk it up

Interested in a free consultation? 

Just email our CEO to schedule a private meeting.



05 December, 2018

Label Analytics’ Approach to Overcoming the Seven Nemeses of Opinion Research

Don White – Chief Research Officer –

One reason CPG marketing is such a challenging profession is the most important marketing questions revolve around understanding what people want, what they think, how they react and what will excite them enough to choose your product from the retail shelf. The challenge is that people are very complex social animals whose brains operate at a rational level and at a subconscious level. The rational level is great for solving math problems but when it comes to navigating life, love and buying wine, our subconscious reactions guide us while the rational mind is largely left to “rationalizing” those decisions. Meanwhile, the individual involved in reacting, deciding and rationalizing is blissfully unaware of the process.

So, coming back up to the practical level, what does that mean for you as a wine marketer or wine salesperson? If you want information about what potential customers want and how they react to your product, you have to be very aware of social influences and the defaults of human nature in your process of gathering information. 

Even a  classic split test comparing two packages is a more complex question than may appear on the surface.  Getting good insight from a split test is not as easy as showing two packages and asking which they like best.

When I had about 20 years of new brand development and consumer research under my belt, the issues of social influences and the defaults of human nature were weighing heavy on my mind. I wondered if we were getting real insights or simply rationalized answers. I concluded that traditional focus groups were so fraught with social influence and rationalization, and were so open to interpretation that there had to be a better way. I put focus groups in the shelf and undertook an intellectual adventure to develop a better methodology. Jumping ahead 10 years, I patented a new consumer research methodology unlike anything in the academic literature. This patent is the foundation of Label Analytics’ bigger split testing methodology.

At the start of my intellectual adventure, I set out to evaluate the strengths and weaknesses of other methodologies used for concept evaluation. From this, I establish goals for problems the new methodology would solve and capabilities it would provide. The obvious first step was to shift from gathering “rationalized answers” to “emotional reactions.” In other words, discover an effective way to tap into the subconscious mind where decisions (including purchase decisions) are really made. Second, the methodology must remove respondents from social influence and social status influence which so clouded the results of focus groups. My goal was to elicit unbiased reactions that reveal true consumer insights.

Then, I proceeded to identify what I considered to be the seven most pervasive human nature pitfalls for survey designers. I call these the Seven Nemeses of Opinion Research. My goal was that the new methodology would solve these issues as well.

The Seven Nemeses are as follows.

1. Pleasing the Researcher

2. Intellectualizing Answers

3. Yea-sayers and Nay-sayers

4. Order Bias

5. Respondent Fatigue

6. Inattentive Respondents

7. Outliers

My next two articles will be published on the Wine Industry Network on Dec. 20th and Jan. 3rd. These articles will delve into each of these pitfalls and how label Analytics’ methodology solves each one.

If you want to learn more or discuss how Label Analytics bigger split testing services can help you develop and select highly-effective wine labels – please feel free to email me:

Avoiding Wine Label Redesign Failures -- How to Split Test Your Way to Highly-Effective Wine Labels
29 November, 2018

Announcing: "The Biggest Wine Label Split Testing Deal Ever Offered"

It is common knowledge that over half of wine label redesigns have historically proven to have a negative impact on the brand and only 10% of redesigns delivers a significant sales impact. **

For the past 3 1/2 years, Label Analytics has been providing comprehensive and customized split testing services that have helped our client wineries shopper-test their way to selecting labels that sell more wine.

For more information click here:



Smarter Store Visits - Sell More Wine with Shopper Sheets
27 June, 2018

Today's wine market has never been more competitive.

When your sales associate meets with an account, they have just a few moments to convince a trade buyer to bring in your product over thousands of others.

Learn how Label Analytics' Shopper Sheets deliver results by engaging trade buyers with shopper response data decks.


Selling wine is tough. Label Analytics is here to help.

Shopper Response Data Gives Wineries the Edge In an Often Cutthroat Business
19 June, 2018

BOCA RATON, Fla.June 19, 2018 /PRNewswire/ -- Label Analytics, a data company operating exclusively in the wine industry, is dramatically changing how wine producers sell to trade buyers by harnessing the power of feedback from real wine shoppers. In the cutthroat world of wine sales, sales associates have mere moments with trade buyers to convince them to place their brand over thousands of other available options.

Example of Label Analytics' Wine Shopper Response Deck (Sales Sheet)

Any winery or wine importer selling wine to the consuming public must overcome two formidable obstacles: trade buyers who only buy wines they believe they can successfully resell, and retail shoppers who frequently make purchasing decisions based primarily on their first-impression responses to the hundreds of available wine bottles displayed.

Label Analytics has developed a patented process to bridge the communication gap between wine producers and trade buyers. Knowing that U.S. wine trade buyers demand cold, hard data to back up their purchase decisions, the company created a series of comprehensive tests of shoppers' reactions to wine bottle labels in virtual shelf studies.

The company's proprietary system aggregates over five-hundred shopper responses regarding a product's memorability, price impression, likelihood to purchase, and other factors. This shopper response data is further segmented by gender, generation, and other wine purchaser classifications to compare the client's product to competitive brands in the specific varietal.

Label Analytics then creates customized, data-driven Wine Shopper Response Decks that the winery's sales associates can use to help trade buyers gauge how well their product will sell against established brands already displayed on the retailers' shelves.

"Based on our work with wine and grocery retailers we have learned that trade buyers love data that will help them make sales," commented John Lawlor, CEO of Label Analytics. "So, we empower wineries with real, digestible, relevant data about their packaging's effectiveness, and provide powerful information that can give them an edge over their competition. A single piece of shopper response information can be the difference between closing a sale or losing out to a competitor. Label Analytics' mission is to enable wineries to sell more wine at retail."

About Label Analytics LLC: Label Analytics is a performance-based sales and demand generation company for the U.S. wine trade. To learn how this unique, certified shopper response data turns sales presentations into retail success stories, visit or email to schedule a free consultation.

SOURCE Label Analytics LLC

Related Links

How to learn more about the Three Components of Wine Selling
14 June, 2018

The People Bringing Big Data to Wine
21 November, 2017

Label Analytics price sensitivity chart sample 

The People Bringing Big Data to Wine ||  November 17, 2017 / by Olivia Schonewise

The wine industry has an annual $220 billion economic impact in the United States. The Big Data Analytics Market is worth $203 billion.

Yet the terms "big data" and "wine industry" are rarely used in the same paragraphs, let alone the same sentences. Why is that?

This is the question that Don White and John Lawlor set out to answer when they founded Label Analytics. In just three short years they've done something seemingly impossible; brought big data to wine. 

Read more »

Is There a Bold, Bizarre, Daring, Macabre, Weird or Wacky Wine Label Design In Your Future?
02 May, 2016

In recent years, the wine business has seen an increasing number of unconventional label designs – bold, bizarre, daring, macabre, weird or wacky designs – that push the envelope. It seems some wineries have tried to out-do others to create even more daring labels. Wine authors and reporters seem impressed with the creativity.

“How do wine shoppers respond to unconventional labels? What are the patterns across demographic and wine practice segments?”

For one answer to that question, we worked with Katie Kelly Bell of to test labels she featured in her July 2015 article – Coolest Labels of 2015.



Five of Katie’s fifteen labels were judged to be unconventional by “push the envelope” standard.


Those five labels were tested in a Real Picture Research study among 400+ US wine drinkers and compared to a shelfscape (1) reference set of over 360 retail labels evaluated in earlier Real Picture Research studies.

The reference set labels were chosen as representative of the range of design styles in the market: traditional, contemporary and unconventional.


Consumers across all demographics, Millennials to Boomers, frequent to occasional wine drinkers are almost uniformly impressed with all five labels for grabbing shelf attention and memorability.

Shelf attention for all respondents is higher than 88 to 90 percent of reference set labels while memorability is higher than 77 to 88 percent of reference set labels.


The high sales indicator scores carried through to purchase interest (2). Across demographic groups, males show more interest than females in purchasing these unconventional labels – higher than 72 percent of reference labels for males vs 58 percent for females.

Older Millennials and GenXers showed the highest purchase interest, higher than 65 percent of reference set labels. Yet, Younger Millennials and Boomers still show purchase interest above 50 percent of reference set labels.


The greatest difference across groups was driven by usual purchase price.

Among consumers who usually buy bottles above $15, purchase interest was higher than 70 to 79 percent of reference labels. Even among consumers who usually purchase bottles under $15, purchase interest was higher than 35% of other labels. 35% is a high purchase interest when the retail price is more than twice the typical price range for the consumer.


Interestingly, neither under $15 nor over $15 purchasers have high price impressions (3) for these labels. Both groups think the price would be $10.00 to $15.00, yet they are sufficiently intrigued with the unconventional labels that many indicate purchase interest for $20, $25, $40, $60 brands.

Possible Action

How should wineries apply these insights? Is it time for more wineries to up the unconventional content of their labels? First, we should point out that this report covers just five labels judged by a wine writer as “cool”.  Also, it is important to note that “unconventional” is not a uniform group.  Authors often include – bold, bizarre, daring, macabre, unusual, weird or wacky designs – in this “push the envelope” group of labels.

Based on this small sample, scary and macabre appeal more to men while wacky appeals more to women. Yet, taken as a group these five labels from the Coolest 2015 Labels article all tested well above average for shelf attention, memorability and purchase interest.

As a closing point, these five labels strongly suggest this is not just a Millennial trend. GenXers and Boomers show strong interest in these labels as well, in some cases stronger than Young Millennials.

Our suggestion, from those of us at Real Picture Research, is if you are comfortable with an unconventional label as the face of your brand, you may strike gold by directing your label designer to develop some more bold, bizarre, daring, macabre, unusual, weird or wacky designs in your next label design program. We suggest you develop a range of designs from conventional to unconventional then test those design alternatives with wine buying consumers to see which labels fall flat and which strike gold. You might be surprised with which labels wine buyers respond to.

(1) shelfscape: the term we apply to the landscape of competitive brands on the retail shelf that compete for wine buyer attention.

(2) Purchase Interest: Real Picture Research Label studies measure wine buyer interest in purchasing a brand for “themselves and their friends” before the retail price is revealed and again with the retail price. Purchase interest reported here is the second measure when the respondent knows the retail price.

(3) Price Impression: The respondent’s first impression estimate of what they think the price will be at retail based on the look of the label before any retail prices are revealed.

Title Name Email Phone
CEO John 888-825-6953 Ext (700)
CRO Don 888-825-6953 Ext (710)
Label Analytics Product Lines 2019
Label Analytics has expanded its product lines for 2019 to cover all stages of wine label and packaging development. At Label Analytics we measure five steps of the wine shopper purchase decision in hundreds of label tests each year. We take the guesswork out of what attracts shoppers.