In May 2016 we presented a webinar for Wine Communicators of Australia called Wine Labels: How to sell from the shelf. We talked about why your wine label is so important, and how to approach the label design process in order to sell more from the shelf.

1. Wine Labels:
How to sell from the shelf.

2. There are 3,500+ brands of
Australian wine on the market.
WHY SHOULD SOMEONE
BUY YOURS?

3. THE PROBLEM:
EVERYONE IS SAYING THE SAME THING,
BUT VERY LITTLE IS CUTTING THROUGH.
“Simply putting high-quality, affordable wine
onto retail shelves does not guarantee sales.
Consumers must choose to take it off the shelves,
and keep choosing it in the face of an increasing
number of enticing, well-marketed options.”
WINE AUSTRALIA: DIRECTIONS TO 2025

4. THE HARSH REALITY IS:
If you don't have something unique
and compelling to say to the consumer
YOU’RE JUST ANOTHER COMMODITY.

5. CONSUMERS JUDGE
A WINE BY ITS LABEL
Your wine label is your
‘silent salesman’

6. If you want to sell more wine,
you need more than just a pretty label.
YOU NEED TO BUILD A BRAND WITH
A RADICAL POINT OF DIFFERENCE

7. YOUR BRAND IS NOT YOUR LOGO
OR YOUR WINE LABEL
BRAND = PERCEPTION
It’s what a person thinks about
a product, service, or company.
PERCEPTION = REALITY
Your brand isn’t what you say it is.
It’s what other people say it is.

8. WHAT IS RADICAL
DIFFERENTIATION?
Owning a UNIQUE PERCEPTION
in the mind of the consumer.

9. WHY IS THIS SO IMPORTANT?
Because our brains are hard-wired
to notice things that are different.

10. WHAT ARE THE BENEFITS?
Why build a strong brand with a
radical point of difference?

11. BENEFIT NO. 1
Strong brands
have a natural ‘pull’
with consumers.
They require less
‘push’ in the form of
sales and marketing.

12. BENEFIT NO. 2
Strong brands are
a store of trust.
They act as a shortcut
to a purchase decision
and inspire loyalty.

13. BENEFIT NO. 3
Radically
differentiated
brands rescue
consumers from:
‘the tyranny of choice’.

14. YOUR WINE LABEL IS OFTEN THE FIRST
TOUCH POINT THAT CONSUMERS
WILL INTERACT WITH.
It must send the right messages
to the right target customers.
And this is how design can help.

15. DESIGN = PROBLEM SOLVING
(NOT JUST PRETTY PICTURES)
A good design process
involves four key stages:
1. Research
2. Strategy
3. Design
4. Production

16. STAGE 1: RESEARCH
A good doctor won’t prescribe treatment
without first understanding the problem.
The same goes for a good designer.

17. THE PURPOSE OF THE
RESEARCH STAGE IS TO:
Find out what consumers
really think about your brand.
Identify any issues or challenges
that your brand may be facing.
Uncover opportunities for
radical differentiation.

18. Don't be afraid of
MARKET RESEARCH

19. STAGE 2: STRATEGY
If you fail to plan,
you’re planning to fail.

20. THE PURPOSE OF THE STRATEGY
STAGE IS TO DEVELOP A PLAN
THAT WILL ENABLE YOU TO:
Solve any issues or challenges that were
identified during the Research stage, and;
Communicate clear and compelling
answers to four key questions:
Who are you? What do you do?
How are you different? Why does it matter?

21. THERE ARE SOME
COMMON PROBLEMS
THAT WE SEE IN THE
WINE INDUSTRY...

22. COMMON
PROBLEM
NO. 1
Target customer profiles
that are way too broad.
e.g. “Anyone over 18”

23. COMMON
PROBLEM
NO. 2
Brand portfolios
that are cluttered
and confusing.

24. COMMON
PROBLEM
NO. 3
Labels that fail to
reflect the price point
or positioning strategy.

25. COMMON
PROBLEM
NO. 4
Brands that
lack a compelling
point of difference.

26. COMMON
PROBLEM
NO.5
Brands that lack
personality
or worse...
Brands that suffer from
‘split personality’

27. SKIP STAGES 1 AND 2
(RESEARCH AND STRATEGY)
AT YOUR OWN RISK

28. STAGE 3: CREATIVE
The creative execution is where
the rubber meets the road.

29. THE PURPOSE OF THE
CREATIVE STAGE IS TO EXECUTE
THE APPROVED STRATEGY BY:
Implementing solutions
to identified problems.
‘Dressing’ your brand in
appropriate clothing, and;
Communicating the right messages
to the right target customers.

30. SEMIOTICS:
The study of signs and symbols,
and how they are used to create meaning.
Every little detail has the
potential to influence perception.

33. STAGE 4: PRODUCTION
Bringing the strategy and creative to life.

34. THE PURPOSE OF THE
PRODUCTION STAGE IS TO:
Achieve the OPTIMUM balance between
brand communication and cost.

35. PROJECT EXAMPLE 1
Chalice Bridge Estate

36. BEFORE

37. AFTER

40. PROJECT EXAMPLE 2
Torrent Wines

41. BEFORE

42. AFTER

46. PROJECT EXAMPLE 3
Miles From Nowhere

47. BEFORE

48. AFTER

49. PROJECT EXAMPLE 4
The Roller Derby Collection

54. FINAL PARTING WORDS:
Your wine labels are just as important as
the quality of your wine. If not more so.
We recommend investing equally in
both, or you risk being left behind.

55. LET US HELP YOU SELL MORE
WINE FROM THE SHELF
w studiolostandfound.com
e dan@studiolostandfound.com
t +61 (8) 9388 1827