You may already have decided on the varietal and the price range and may be familiar with the established labels, but even so, one gets quite confused. They all start to look the same. Instinctively you reach out for a wine that has a label that talks to you, a label that looks interesting and promises a rewarding taste experience (a serious wine), but most importantly of all, a label that stands out from the rest of the labels on either side of it.
In the last year, about 20 new wineries made their mark on the buoyant South African wine scene. SA wine exports increased dramatically as well, with an increase of about 30% in 2002 to EU and American markets alone. Competition is rife among major players, emerging wine estates and individual brands, all vying for market dominance. One feels sympathetic for the average consumer, who is bombarded with a plethora of wines on the supermarket and off-licence shelves.
Established brands don¹t enjoy the same dominance they used to, with so many new labels competing on the shelves. And recognising a brand of wine is no longer enough to persuade the consumer to make a purchase. The label has become the single most important communicator to convince the consumer your bottle of wine is the one to try.
A brand is not a name, logo or graphic device, but a set of intangible values in the minds of consumers. A strong brand is therefore alive, rich, complex and enormously powerful. At the heart of a strong brand is a strong idea that communicates the brand¹s unique personality.
So how do you make your wine stand out from the crowd and say to the consumer: Buy me!
1. Develop an idea that goes well beyond just the label think line extensions, promotions and advertising.
2. Be bold, be original, be different - if the relevant market requires it. (Not just for the sake of being different, but to really stand out from the visual clutter and arrest the consumers' attention with an appropriate message.)
3. Do your homework before launching a new label, particularly overseas. What's appropriate for us might be an absolute no-no to those abroad.
4. Don't develop a concept in isolation to your competitors. Compare the concept to the competition in a real-life retail environment as early as possible in the label development.
5. Apart from ensuring the label stands out from others, check how well it reads in subdued lighting.
6. Start at the end! Before putting pen to paper or mouse to computer, establish who the printer is and what their capabilities are. It¹ll save a lot of hassle and money.
7. Don¹t be scared of exploring new avenues in design and technology. Push the boundaries, consider die cuts, embossing, silk screening etc. Even the neck/capsule and the cork can be exploited.
8. Check out local as well as overseas manufacturers of wine bottles. There are a host of interesting shapes and sizes that are cost effective too.
9. Pay attention to the outer carton. It's part of the brand extension and should not be neglected.
10. Last but not least is the back label. It could be more than just a vehicle for the winemaker's information and a bar code. Consider using it for promotions and added value items as well.
