DESIGN AUDIT SERIES

WINE WINNERS

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.

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DESIGN AUDIT SERIES

WINE WINNERS

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.

In the past year, 3600 new wines have been introduced, representing 8% of category items.
New Items In Category

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.

8%

8%

14%

14%

31%

31%

52%

52%

That's Correct!

That's Incorrect!

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.

Beringer
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Fetzer
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Mirassou
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Cavit
That's Right!

Some designs pack a lot of personality. Which design for wines priced $10 to $20 do you think seemed most sexy to consumers?

Bonterra
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Josh
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Cameron Hughes
That's Right
SIMI
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Which design for wines over $20 struck consumers as particularly traditional?
Stag's Leap
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Robert Mondavi
That's Right
Prisoner
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Sterling
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It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?
Beringer
Thats Right
Columbia Crest
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Bogie
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It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?
Beringer
Thats Right
Columbia Crest
Try Again
Bogie
Try Again
WINE Audit Report Cover
Want to learn more about current trends and best practices for creating package designs that win with consumers in the wine aisle?