The importance of the desing of a bottle of wine in the wine market

The design of a bottle of wine in the purchasing process.

It is now known that the design of a bottle of wine is increasingly decisive in wine marketing. The packaging or design of wine is now recognized as an essential element in influencing which winery wine-lovers decide to buy from.

The design of a wine bottle in the modern wine market

There are so many wine producers in the world that it’s essential to be able to differentiate yourself from your competition and have your unique brand identity clearly communicated in the design of your bottle.

To start, try to visualize a single shelf in a physical wine shop displaying lots of bottles of wine from many different wineries.

Which bottle of wine first grabs your attention? Which bottle will you reach toward to pull out from the shelf to read the label to find out more about the particular wine? For an even greater challenge, try to imagine what an online wine-store would look like, with so much greater variety than a physical shop!


How do people choose the wine they are looking for?

Obviously, there are many factors that come into play with the choice of wine, such as previous knowledge of the brand, the type of wine, the product, and so on. However, many wineries don’t realise that the design of the bottle plays an essential factor in the customer’s final choice.

University research (South Australian University) has shown that, in purchasing a bottle of wine, design plays an essential role, reaching a rate of 50% of influence on the final decision, and, in some cases even more.



What does the design of a bottle of wine really mean?

Wine bottle design plays an essential role both in packaging and presenting your wine. Your design gives the first impression of your wine to your client.

The design of a bottle of wine is extremely important because it “speaks” to the psychology of the person, helping them to choose between different bottles. It is also the first point of contact with your customers.

Through the careful design of both your bottle and its label, you are able to communicate the important values of your company and influence what your customers can expect from that specific wine.



The types of wine bottle design

The design of a bottle of wine can be divided into several general stylistic categories:

⦁ essential style: represents classicism and tradition
⦁ minimalist style: everything is carefully designed within a simple and functional style
⦁ eccentric style: designed to amaze and grab the attention, including both the label and the shape of the bottle
⦁ limited edition: representing a particular vintage or a particular corporate event for a limited period of time


Types of customers

There are two types of customers that currently dominate the market.

⦁ those that consider brand and price important: these people choose their wine based on the brand’s name or in accord with the denomination (DOC, AOC etc), and by price
⦁ those that give more importance to the style of the bottle and the label than to the wine itself


The main objective of the wine packaging

Your ultimate goal is to stand out from your competition. A careful and thoughtful design of your bottle and label will ensure you are able to achieve this.

You can stand out in various ways: by being original, elegant or eccentric. This depends on the message you want to communicate to your consumer.

Whatever message you choose, the design of a bottle of wine plays the role of a vehicle transporting the meaning of your product.

According to research (Font University of South Australia), the decision to like a particular wine or not depends largely on the expectations of the consumer. Surprisingly, 50 – 70% of the expectation is generated only by the design of the bottle and label, regardless of the objective quality of the wine itself.

If we reflect for a moment, we can all admit that this principle rings true in our own experience. A bottle of wine from a prestigious winery normally has a particular identifiable label, a greater weight and often a unique style.

These seemingly small elements are all subliminal messages that serve to amplify our expectations of that wine, thereby leading to greater satisfaction.



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Aspects to consider when designing a bottle of wine

What are the details to pay attention to when designing a bottle of wine?

In principle, we must ask ourselves a few essential questions. First: what is the message we want to communicate? If we have created an expensive, elegant, refined light wine, does the bottle represent this?

Once you have correctly understood the message you want to communicate, you must view yourself through the customer’s eyes by asking some questions.

Is the bottle attractive? Is it creative? Is it interesting? Is it unique? Does it catch the customer’s attention? Does it send a clear message?

If this work is done thoroughly, the bottle’s design will be a winner.

It’s also essential to keep in mind the practical functionality of the bottle. Here I mean that while you are in the planning phase of the bottle design, you should carefully consider the storage aspects of the bottle, especially in accordance with the type of wine to be contained. Design refers not only to aesthetic aspects but also to practical ones.



Family design

With a family design, a guiding element is chosen that defines a type of wine. It can be a specific Cru or a specific production style.

Thanks to a family design, the customer will be able to recognize that specific family immediately.

Family design can be used on all bottles that are produced by that family winery, or on a specific line of wines.



Thanks to a family design, all the lines of your wines will be immediately recognizable and can be divided into categories or can be adopted as the general design for all your ranges of wine.


The label of a wine bottle

When I speak of the design of a bottle of wine I don’t only mean the shape: the label is also an integral part of the design.

The label of a bottle of wine represents your voice in so many ways. Through the label, you inform the audience of your values and inspire them to share them.

You can use your label to inform your audience about your native vines and recommend unique pairings with food, thereby better representing your brand.



Distinctive elements of the design are played by the style of the characters, colours, relief element, and originality. All these communicate subliminally to your audience.


The design of a bottle of wine and its label must be a good match

As you have seen, you really can have fun with the design of a bottle of wine and its label. I believe that having the right balance between the different elements is the key to success.

Obviously, everyone has their own taste, but while trying to gain attention is important, if your bottle is too eccentric, then people may think it is just ridiculous rather than amazing. This is always a difficult line to walk when in the design process.

Therefore, balancing an original design with an original label is the key to standing out in a very crowded market. The colour and shape are visually fundamental to customers and being consistent with the message you want to communicate is essential.



In the end, focus on the action. Be original and unique, even in the design of the bottle of wine. Once you have identified your unique style and message, share it with us by leaving a comment and sending us a picture.

What do you think about the design of a bottle and its label? How important is it to your winery? Do you think it’s important in today’s wine market?


Wine & More works with you to develop the design of your wine bottles, creating an authentic and genuine connection with wine lovers from all over the world.


Here at Wine & More, our mission is:

To enhance the individual uniqueness of wines and territories by partnering with producers to define, grow, and develop your story, your land, and your passion. We will clarify what distinguishes you from others by growing your brand through effective wine marketing strategies and putting you in authentic contact with a wider audience.

If you are interested in developing the wine online sales and reaching new markets and audiences, contact us.

Author Michele Orbolato.

I’m a passionate person. I’m especially passionate about wine and marketing. I’m so happy to have managed to combine my two passions and put them both into practice. I’m a Sommelier and have also always worked in the world of sales and marketing. I do have some favorites in these fields. If we talk about wine, it’s Sangiovese and Gewurztraminer. If we talk about marketing, it’s Content Marketing and Brand Identity.

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