You're probably judging the contents of your bottles by the way they look... but should you be? A look at the science behind the label, and tricks for buying wine blind.
In addition to the label I eventually chose, I am also trying to differentiate my wine by using 500 ml bottles. I find it to be a unique solution to address the data that points to the fact that people want to have a few glasses of wine with dinner, without getting tipsy -- and they don't want to dump it down the drain or spend the cash on Coravin. So far I have received positive feedback. Let's see if it continues with my 2024 vintage.
Oh cool! Just scaled down, or are you toying with bottle shape as well? I've definitely found myself drawn to more interesting bottle shapes, I think my inner geek likes the idea that it looks like it could be some kind of potion or something. The studies we looked at suggest that the intrigue offered by unique shapes don't necessarily translate to purchase intent, but I don't see how drawing eyes to a bottle that might otherwise get overlooked would be a net negative. Interested to hear how it goes!
Yeah, they are stubby. The Italian producer actually sells them as olive oil bottles, but they perfectly fit DIEM corks. But 500 ml isn't common so I had to search quite a bit to find them in stock since I don't require 100,000 bottles. You can see photos here: https://www.kapitelzwei.wine/the-vineyards
Ah that's a great look! And I am intrigued by the blend, haven't seen many gruner chenin blends before (possibly none). Whenever we finally get a chance to plan a trip out to Austria we'll have to come by and try it!
I like that glass! I've tried to do something similar, but the cost for that glass was always more per case than a standard 750ml, therefore, I rejected it based upon the total package cost (and I don't do the wax thing except for magnums). Also, my label cost would increase as I've optimized all my labels (included nearly all of my custom crush clients) to conform to a single label size, therefore decreasing the cost per unit. Still like the glass though
Yes, for custom crush your model is optimized for good reason. Indeed, the 500 ml bottles are more pricey, but at my scale and to try something different, I put it into a marketing/branding cost. But you can make up some of those costs in other areas, for example, in shipping, which is lighter and requires smaller boxes and less safety packaging. When I am producing 10,000 bottles a year I may have to change tactics, but that will take some time : )
The people behind Lapis Luna used to work with Rabble Wine, you might notice a similarity in the labels. They've been around for awhile in the business.
Oh wow, very similar aesthetic! Seems to be a highly effective way of boosting interest, I'd love to see the sales data from before and after the rebrand.
I figured you'd like that brand history. Lapis is part of War Room Wines, which have been growing their brand assets these last several years. https://warroomcellars.com/our-brands/
They reposition/rebrand legacy assets for distribution
Not gonna lie, as an artist, I definitely will try a new wine if the label appeals to me, especially if I know nothing about the producer etc. Also, I sell so much of that Lapis Cab on a weekly basis. It flies off our shelves, and their red blend.
Nice! I mean, what we didn't really touch on here is that randomly picking new bottles by the label is a great way to discover new wines, as long as you're okay with a little risk. Honestly the high sales volume on the Lapis doesn't surprise me, it's an incredibly beautiful and eyecatching bottle and the imagery on the back label checks all the boxes for quickly telling people what to expect. Definitely wasn't a style I am drawn towards, but there were mixed reviews from the people I tasted with. I didn't see the blend at the store I got it from though, will have to keep an eye out!
I actually prefer their blend, but that is just my palate. I love their labels, especially the back, it has just so much information which people actually want to know!
Speaking from the perspective of a consumer, as far as I’m concerned the juice should do the talking whether or not the label is well designed (be it artistic, story oriented, traditional, etc). A good story might be intriguing to learn about or even make the experience a better one all around but if the product is subpar, a pretty label won’t make a repeat buyer of me. Might make a one time buyer of me though!
In addition to the label I eventually chose, I am also trying to differentiate my wine by using 500 ml bottles. I find it to be a unique solution to address the data that points to the fact that people want to have a few glasses of wine with dinner, without getting tipsy -- and they don't want to dump it down the drain or spend the cash on Coravin. So far I have received positive feedback. Let's see if it continues with my 2024 vintage.
Oh cool! Just scaled down, or are you toying with bottle shape as well? I've definitely found myself drawn to more interesting bottle shapes, I think my inner geek likes the idea that it looks like it could be some kind of potion or something. The studies we looked at suggest that the intrigue offered by unique shapes don't necessarily translate to purchase intent, but I don't see how drawing eyes to a bottle that might otherwise get overlooked would be a net negative. Interested to hear how it goes!
Yeah, they are stubby. The Italian producer actually sells them as olive oil bottles, but they perfectly fit DIEM corks. But 500 ml isn't common so I had to search quite a bit to find them in stock since I don't require 100,000 bottles. You can see photos here: https://www.kapitelzwei.wine/the-vineyards
Ah that's a great look! And I am intrigued by the blend, haven't seen many gruner chenin blends before (possibly none). Whenever we finally get a chance to plan a trip out to Austria we'll have to come by and try it!
Super. Happy to give you a tour and tasting, but if you can't wait I do have a retailer shipping my wines from New York. You can get on the allocation list here: https://kapitelzweiwine.myshopify.com/products/2024-gruner-veltliner-chenin-assemblage-pre-allocation-list
Awesome, thanks Chris!
I like that glass! I've tried to do something similar, but the cost for that glass was always more per case than a standard 750ml, therefore, I rejected it based upon the total package cost (and I don't do the wax thing except for magnums). Also, my label cost would increase as I've optimized all my labels (included nearly all of my custom crush clients) to conform to a single label size, therefore decreasing the cost per unit. Still like the glass though
Yes, for custom crush your model is optimized for good reason. Indeed, the 500 ml bottles are more pricey, but at my scale and to try something different, I put it into a marketing/branding cost. But you can make up some of those costs in other areas, for example, in shipping, which is lighter and requires smaller boxes and less safety packaging. When I am producing 10,000 bottles a year I may have to change tactics, but that will take some time : )
The people behind Lapis Luna used to work with Rabble Wine, you might notice a similarity in the labels. They've been around for awhile in the business.
https://www.winebusiness.com/news/article/203530
The currently colorful label wasn't always that way.
Oh wow, very similar aesthetic! Seems to be a highly effective way of boosting interest, I'd love to see the sales data from before and after the rebrand.
I figured you'd like that brand history. Lapis is part of War Room Wines, which have been growing their brand assets these last several years. https://warroomcellars.com/our-brands/
They reposition/rebrand legacy assets for distribution
Not gonna lie, as an artist, I definitely will try a new wine if the label appeals to me, especially if I know nothing about the producer etc. Also, I sell so much of that Lapis Cab on a weekly basis. It flies off our shelves, and their red blend.
Nice! I mean, what we didn't really touch on here is that randomly picking new bottles by the label is a great way to discover new wines, as long as you're okay with a little risk. Honestly the high sales volume on the Lapis doesn't surprise me, it's an incredibly beautiful and eyecatching bottle and the imagery on the back label checks all the boxes for quickly telling people what to expect. Definitely wasn't a style I am drawn towards, but there were mixed reviews from the people I tasted with. I didn't see the blend at the store I got it from though, will have to keep an eye out!
I actually prefer their blend, but that is just my palate. I love their labels, especially the back, it has just so much information which people actually want to know!
Do you think labels should lean more toward storytelling and design, or should they stick to tradition and let the juice do all the talking?
Speaking from the perspective of a consumer, as far as I’m concerned the juice should do the talking whether or not the label is well designed (be it artistic, story oriented, traditional, etc). A good story might be intriguing to learn about or even make the experience a better one all around but if the product is subpar, a pretty label won’t make a repeat buyer of me. Might make a one time buyer of me though!