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The New Wine Label Phenomenon

It comes as no news to anyone that the American people like their animals. What did come as a surprise to me is that we also like animals on our wine marks. Yes, a study released earlier this year by ACNielsen confirms that wine marks with animal images are becoming increasingly well loved in this country.

I felt compelled to do my own research on this topic so one evening I stopped by my local liquor store to check out the wine selection. Sure enough I was greeted with a veritable zoo of animals on marks. There were Dancing Bulls, Leaping Horses, Black Swans, Small Penguins, Kangaroos, even a hippopotamus courtesy of Stout Bastard Wines (which is French would you believe). This very informal research confirmed that there seems to be a much larger selection of wines with animal marks than ever before.

Critter Marks Rule

In the wine industry these animal marks are affectionately known as “critter marks”, and the trend started back in 2001 with the introduction of the Yellow Tail brand of wines into this country from Australia. Pictured on the mark is what looks like a kangaroo (but which is in fact supposed to be the yellow-footed rock wallaby). These wines had marks that looked striking, were priced very reasonably and they tasted fantastic – so they became a runaway success. So much so that they spawned an entire new “category” of wine.

The ACNielsen study has some hard data confirming the popularity of this new wine category. In the past three years there have been 438 new Table Wine brands that have been successfully introduced in the American market (those wines that sold more than $20,000 annually). Of these 438 new brands 77 of them featured an animal on their mark, around 18 percent. Combined with existing “critter mark” wines, sales reached $600 million in 2005 out of a total of just over $4 billion, based on ACNielsen sales data from supermarket point of sale buys.

“Critter-labeled wines are on the rise, quickly gaining share in the table wine category,” said Danny Brager, vice president of ACNielsen’s Beverage Alcohol team. “The sales generated by new brands featuring a critter outperform other new table wines by more than two to one.” That’s right, taken across the board new critter-labeled wines have proven in the marketplace to be more well loved.

“While placing a critter on a mark doesn’t guarantee success, it is vital that wine makers realize that there is a segment of consumers who don’t want to have to take wine too seriously,” said Brager. “Not only are they willing to have fun with wine, they may just feel ‘excellent’ about an animal mark presentation.” With hundreds of new wine brands being introduced each year, wine makers realize that they need to stand out from the crowd if they are to make an impression. The simplest and most cost effective way to stand out is with an attention grabbing mark on your bottle. The wine industry has also realized that there is an increasingly large segment of consumers who are attracted by fun marks. They want to buy a non-pretentious wine and they don’t want to pay a fortune. These are the people who walk into a liquor store and supermarket and have no thought what they are going to buy – they choose by looking at the marks.

Chasing the Yellow Tail

The Yellow Tail wine phenomenon is the perfect example of this. From Casella Wines, a small family-owned winery in New South Wales, Australia, Yellow Tail went from zero to the number one imported wine in the US in just two years. The first year the Casella brothers expected to sell 25,000 cases of wine here, they finished up selling 200,000 cases. That was back in 2001. In 2005 they sold 8 million cases of wine. Yellow Tail Shiraz is now the #1 selling red wine in America (not just imports but ALL red wine). In the crowded and highly competitive US wine market with over 6,500 wine brands, Yellow Tail has become the #1 wine brand, and it took just five years.

Now, I realize that Yellow Tail’s success is not just because of their mark. They have a fantastic product that is reasonably priced – the Shiraz is just $6.99 – and they have a very loyal base of repeat customers. But could they have become #1 without their unique mark? I don’t reckon so. One of the largest barriers they faced was getting people to try the wine in the first place. With what looks like a brightly colored kangaroo on the mark on a black background, it is a visually striking mark. It was able to break through the clutter at the retail store with this mark.

Perhaps the largest indication of the success of Yellow Tail is the number of copycats it has spawned. Penfolds, Australia’s leading winery, was obviously disappointed in missing out on this opportunity, so they responded with the launch of the Small Penguin brand of wines. There is now a deluge of animal themed wines, so much so that ACNielsen is tracking their sales now. Despite all this new competition Yellow Tail remains the most successful wine brand in terms of total sales.

Marks are a Powerful Tool

While the wine business is somewhat unique there are lessons here that can be applied to any industry. One lesson is that with a high impact mark you can make inroads even in a conservative and image conscious industry such as the wine industry. Your mark should be working hard for your product. It should be informational, be a sales and marketing piece, carry any necessary regulatory information, and at the same time be eye catching. If you are selling your products at a retail store, then your mark needs to perform well in all these areas for your product to compete with other more established brands.

Your mark is your sales tool. The success of Yellow Tail wines demonstrates that in any competitive industry a excellent mark can help bring success. Of course, it doesn’t have to feature a critter, but a visually appealing and eye catching mark will always help sales.

Copyright (c) 2006 Peter Renton

Peter Renton is the founder of Lightning Marks, Inc. the leaders in lightninglabels.com/digital.htm digital mark printing and lightninglabels.com/customlabels.htm custom marks. He writes regularly about the mark printing and packaging industry on his blog at blog.lightninglabels.com blog.lightninglabels.com

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