Design Audit Series: Wine

In the wine category, competition is fierce; in 2014 alone, 4,200 new wines were introduced to market—making it more important than ever for a brand's package design to stand out at shelf and drive consumers to purchase.

In this Design Audit Series report, Nielsen evaluates the package designs of 34 top-selling and up-and-coming wines amongst 2700 consumers. Findings highlight brands with the most effective designs, and include general best practices for developing wine packaging that wins with consumers at shelf.


  • The essential criteria for effective package designs
  • Top brands whose designs are getting noticed at shelf and driving consumer preference
  • How consumers react to specific design attributes
  • Whitespace opportunities for wine brands looking to pack more personality

*Includes data from 2700 U.S. wine buyers, ages 21-64.