Animal Wine Labels
Posted by Jennifer Cheng on October 7th, 2009If you think you’ve been noticing more and more animals on wine labels over the past several years, it’s not just your imagination. According to a study by market research firm ACNielsen, approximately one out of every five table wine brands introduced features an animal on the label. Traditionally, a logo or label with direct relevance to the product it represents has been emphasized as a key to success. For wineries, this would generally be grapes or a vineyard. In spite of this established practice, wine labels with animals have been warmly received, and even demonstrate an increase in sales. Danny Brager, VP of ACNielsen’s Beverage Alcohol Team, states that the sales generated by new brands featuring a ‘critter’ outperform other new table wines by more than double.
One theory suggests that an animal label has a unique presentation that differentiates it from more traditional label styles. This may help to distinguish it on retail shelves drawing the attention of new consumers.
A second theory of this trend explains that consumers have an easier time relating to images which they have already been primed to. The imagery is already familiar to the consumer and may have other meaning in their personal lives as well.
Earlier this year Peter Renton, founder of Lightning Labels, further explored this idea noting a study by Professor Aparna Labro (University of Chicago Booth School of Business), Ravi Dhar (Yale University) and Norbert Schwartz (University of Michigan). According to their research, consumers tend to purchase products which reflect themselves rather than the product.
Below are a few examples showcasing labels which have interesting and unique animal designs.
Nebraska Table Wine
A partnership between Lincoln Children’s Zoo and James Arthur Vineyard, these clever labels highlight animals within the zoo and include catchy names such as Pokey Red and Snappy White (shown above). Nebraska Table Wine was awarded in Commart’s 2008 Design Annual for its crisp packaging design.
www.jamesarthurvineyards.com
www.commarts.com
Mutt Lynch Winery
Supporting a long list of nonprofit animal rescue shelters and organizations, Mutt Lynch Winery stands out for both its community leadership and award winning wines. Each bottle design has its own unique, individual flair. Featured above are Merlot Over and Play Dead, Unleashed Chardonnay and Portrait of a Mutt Zinfandel.
PengWine
Offering delectable wines sourced from Chile’s Maipo Valley, PengWine dedicates its brand and label designs to Chile’s regional bird - the penguin. Each bottle illustrates a specific type of of penguin and is even tied to a PengWine persona which provides a brief summary of the bird and wine characteristics. Shown above are Humboldt, Royal and Rockhopper.
www.pengwine.com
October 10th, 2009 at 10:59 am
I have tasted all of Mutt Lynch wines…they are fantastic. Also, Brenda and Chris the owners are VERY involved with animal rescue and helped us raise money for a needy little dog here in So Cal.
October 15th, 2009 at 2:03 pm
I think this is a fading concept. Yellowtail is the prime example of using animals for the marketing in wine. Little Penguin also hasn’t done to bad… but the market is becoming flooded with animal images. While there has been a steady trend that “animal” wines do well… this may also be in part because they are generally inexpensive. The market now be reaching the point where there too many animal wines and thus, recognition of the animal logo will be blurred.
October 21st, 2009 at 9:45 am
One of my favorite Zins (Haraszthy Family Cellars Zinfandel) has a unique label with a big bear on it holding a tiny fruit. Great wine and definitely unique label. http://haraszthyfamilycellars.com/the-bear-label/
November 10th, 2009 at 6:11 pm
I don’t think we’re going to be able to truly appreciate the marketing that goes into wine bottles with critters for some time(until the market is fairly saturated, not sure I’ve seen one in a store yet) but the first ones on the market are going to be effective.
Not only can someone recommend the bottle by name, but in the case of the Penguin it is going to be easy to pick it out. Honestly, I’d pick up the bottle and have a look.