As consumer habits change, so do products. In this sense, consumers are paying more and more attention to labels, since the modern consumer is more concerned with understanding what they are consuming, which is why wineries have been able to adapt by dressing their bottles so that they show all the necessary information.
The best wines are distinguished by the quality and care that winemakers pay to every detail, from the day the grapes are picked, to the type of cork used for bottling, but also in the quality and design of wine labels, which have become the best hallmark of wineries.
In this sense, wine marketing experts point out that labels are like a cover letter for wineries, as well as a guarantee for the quality of the wine they sell. In this sense, this element is the first that consumers notice and, on many occasions, it is the only source of information they have when choosing between one of the many bottles that populate the wine shelves of supermarkets.
The wineries know that this element is their best weapon to attract the attention of the consumer and to make their product known. Thus, designers must take care of every last detail, creating an appearance in accordance with what the brand seeks to convey. For this reason, it is possible to find labels in a single color, with a minimalist background, which shows a young and creative brand, but also others with the appearance of aged paper, which convey experience and a certain sense of elegance.
How should wine bottle labels be?
First of all, the size for the wine label must be the most suitable for the size of the bottle, but also so that it contains all the basic information of the product, such as the name of the winery and the wine, the brand logo, the type of wine and the variety of grape, its graduation and the content.
The back label, which is the one on the opposite side, is used by wineries to expand the information, as well as to offer details that attract the attention of the consumer. In this part it is usual to find a short summary with the wine tasting data, the winemaker’s data, the pairing and, on some occasions, a brief history about the reserve and the brand, as well as the identification and characteristics of the variety. of selected grape.
All this information is necessary for consumers, since, unless they are experienced winemakers, it will be the only one they will use to choose a wine. In this sense, users with less knowledge about wine will search these labels for elements that may be familiar to them, with which to have a reference on the quality of the product. For example, a buyer may look for Ribera del Duero wines because he has read that it is a DO of great quality.
On the other hand, oenology enthusiasts will use the information on the labels to make decisions, looking for wines from a certain year, from a specific grape variety, from a specific Denomination of Origin or that have been produced by a specific oenologist.
wine label design
Be that as it may, all users will be attracted by original and colorful wine labels. In this sense, the aesthetics of the bottle goes beyond the label, since all its “dress” must also be taken into account, of which the back label, the collar and, in some cases, also the boxes in which they are part. the product is presented.
The labels are the evolution of the old seals, ribbons and sealing wax with which the barrels and wine amphorae were identified. The first labels were made with small pieces of parchment, leather or skin called “marbetes” that were hung on the neck of the bottle and showed, in the handwriting of the winemaker, the year of harvest and the name of the owner of the bottle. the warehouse.
The first modern labels appeared in 1796 and were the work of Aloys Senefelder, who began using pieces of paper glued to the bottle. From then on, color and screen printing techniques began to be introduced for its production.
Thanks to the introduction of paper labels, these tend to show the graphic tastes of each era, so it is possible to find labels with a striking, minimalist and even modernist background, it being customary in the mid-20th century to create impressive labels, which seemed more works of art than simple labels. With the evolution of lithographic techniques, it is also possible to find personalized wine labels on which messages for the consumer can be written.
After the Second World War, with the appearance of various regulatory bodies, protectors of image rights and regulators of the Denomination of Origin, the labels must also comply with legal standards in order to be marketed. These standards serve to guide producers on the minimum information that labels must contain and that varies depending on the country in which they are produced.
In this sense, each country also maintains its own design line according to the tastes of its consumers. In France, for example, labels maintain elegant designs and fonts, while in Italy they tend to have light backgrounds and clear, smooth fonts. Spain, on the other hand, does not have a design line, but rather each winery follows a graphic trend in accordance with the values transmitted by its brand.
Currently, designers use the most advanced graphic design programs, thanks to the best gaming computers, with very powerful processors, with which they create labels with their own personality, which allow consumers to distinguish wines and find all the information they need.