Label design: impact on millennials' perceptions of wine

Abstract

Purpose

The purpose of this paper is to determine specific label attributes impacting both the taste and quality perceptions of millennial wine consumers.

Design/methodology/approach

A single‐blind study was developed to evaluate the direct implications labels have on millennial informants' taste and quality perceptions. A four‐stage research study tested the informants' reactions to the products both before and after evaluating the label and product packaging.

Findings

Perceptions differed significantly from the blind tasting to the second tasting after evaluating the product packaging and label information. When the producer provided specific fruit characteristics, the informant perceived they tasted those fruits much more than without this information in the blind tasting.

Research limitations/implications

The generalizability of this study was limited by the small population size (97 informants), the subject recruitment site, lack of ethnic diversity, and the high‐educational level of the respondents.

Practical implications

The informants in this study indicated several factors such as closure, font style, eye‐catching front label, color of the bottle, food pairings, and wine producer information, as affecting their purchase intention.

Originality/value

There have been previous studies involving wine tourism and segmentation of wine consumers but a sensory label study on millennials presents a different approach.

Citation

Henley, C.D., Fowler, D.C., Yuan, J.(J)., Stout, B.L. and Goh, B.K. (2011), "Label design: impact on millennials' perceptions of wine", International Journal of Wine Business Research, Vol. 23 No. 1, pp. 7-20. https://doi.org/10.1108/17511061111121371