Wine is a fragmented category where many decisions are made at shelf, making it more important than ever for brands to put their best bottle forward. In fact, 64% of consumers try a new product simply because the package catches their eye. Which U.S. wines are winning the war at shelf—and what lessons can they teach us about creating powerful package designs? A recent Nielsen study has the answers.
Media spend in wine is low, so wine brands rely heavily on the "advertising" that happens at shelf. Thinking about how much beer brands spent on marketing in 2014, what percentage of this amount do you think wine brands spent? Select your answer below.
With so many consumers making at-shelf decisions, it's essential to steal the spotlight as quickly as possible. Which top-selling design for wines under $10 do you think stood out most to consumers within the first few seconds of looking? Select a package below.
Some designs pack a lot of personality. Which design for wines priced $10 to $20 do you think seemed most sexy to consumers?