A good wine is first and foremost a good grape. But to sell it and sell it well, there’s nothing like an eye-catching wine label. And there, the winemaker, however talented he may be, often feels lost. Because he loves his vines above all else and he’s not really good at commercial activities. Have you recognized yourself? Do you also wonder what an effective wine label looks like? The one that will convince customers to take an interest in your production without even having tasted it? Follow me, I’ll give you here three tried and tested tips.
Tired of uninspiring labels?
You’ve been questioning yourself about these labels for months. And you’ve been procrastinating.
You may have some kind of template that you change regularly without ever being really satisfied with it. The Internet is full of empty promises: “personalized wine labels”, “labels to be printed free of charge”, and so on. It scares you away.
So you’ve hired a graphic designer. In spite of endless e-mail exchanges, he misunderstands you or offers you labels without any originality. Above all, those don’t translate any of the message conveyed by your production. They do not resonate with the soul of your wine.
You’ve had enough of bottles with a common look that are indistinguishable from the masses. You finally want to design a DEFINITIVE packaging that you don’t have to modify but simply fine-tune from time to time. A remarkable case for your wine, like the one of the Grands Crus, such as Château PETRUS or La Romanée Conti.
Good news, it’s possible and it’s easy… if you have the right tool and the right attitude.
3 tips for designing a wine label that sells well
Here’s the theory. It works. I’ve tested it many times.
1. Your label must be consistent
It seems obvious, but many winegrowers do not respect this elementary principle.
Of course, your label must match your wine style. It is the outward image of your production. It gives the first impression. Think of your clothes, a suit, a dress… They reflect your personality. They match your complexion, the colour of your eyes. Otherwise you look sick.
It’s the same with your wine. If you use a label with a traditional look while your production is modern, tasty, crispy… it won’t work!
2. Your label must be sincere
Avoid lies, they don’t do any good.
Even if they have become commonplace! Just think of all those industrial or commercial wines that abound on the shelves… Little by little, to do like everyone else, many winegrowers are adopting such vain practices.
Don’t fall into this trap. You produce a Premium Wine. Be sincere.
3. Your label must be understandable
It must offer a clear and precise reading grid. The design and colours used must match the words explaining your wine. From these few square centimetres of paper must emanate an atmosphere, a taste, a 03…
Here’s a very simple way to check if your label is clear enough: show it to a 12-year-old child and ask him what it says. 3 simple pieces of information that might come out of it. If the child doesn’t say anything, then you have a problem!
You can even repeat the exercise with your whole range! Let the child express himself in his own words. Be patient and don’t get angry. Even if he admits to not understanding your wine story…
Does that seem excessive to you? Perhaps unnecessary?
And yet… Imagine an adult between 30 and 50 years old wandering around a shop or a trade fair. According to our estimates, his or her ability to understand a wine offer in such an environment is identical to that of a 12-year-old child. Congratulate your little accomplice: he has just told you what you need to correct in order to increase your turnover significantly in the years to come.
Are you interested? Do you want something more than poor results?
One solution: take action. Join us in the club of talented winemakers. There I describe a simple and effective tool to design an incredibly eye-catching wine label!