Labeling and packaging visually represent the brand experience for wine and spirits

Walk down any aisle in the liquor department at the grocer or a dedicated liquor store and it’S pretty clear that wine and spirits are among the most competitive categories in consumer markets. Every inch of shelf space is used. Brands stand shoulder-to-shoulder and compete for attention.

The right packaging delivers visual cues that stand as the first point of contact between brand to consumer. This is especially important for consumers who make their purchase decision at the shelf.

To help establish product differentiation and drive shelf appeal, brand owners should put a significant focus on their package, with visual signals that guide consumers along the path to purchase. Those cues afford the opportunity to evaluate product positioning and quality, essential qualifiers when choosing one brand over another.

A wine label works in concert with the bottle to foster a conversation with the consumer. It’s about creating shelf appeal and communicating product attributes in a way that engages and sparks affinity.

When it comes to making purchase decisions in-store, brands can leverage the opportunity in their favor by helping consumers decide what to buy. Consumers make purchase decisions from two separate perspectives—one rational, one emotional. On the rational side, the reason to buy is way less complex, such as product functionality and price, among others.

But on the emotional side, it’s about the experience they want from the product, the pleasure they’ll have consuming it, how it will make them feel, and how it validates their decision to buy it—as a reward, for taste, about who they are or who they want to be.

These are the factors package designers have to consider when creating a brand identity for a wine or spirit. Properly executed, the label defines both the brand and the consumer experience to create a moment of truth that establishes affinity. What brand wouldn’t shoot for that?