Chinese consumers prefer contemporary labels

Chinese consumers prefer contemporary labels

Brands should be more bold when designing wine labels for China, according to a new report from Wine Intelligence.

In the latest China Label Design 2015 report, Wine Intelligence tested eight styles of labels, designed in conjunction with designer Amphora.

The report suggests traditional labels dominate the wine aisles in Chinese retailers, featuring elements such as gold, red and pictures of castles and chateaux.

However, the report found that consumers are becoming more inclined towards original, contemporary labels for both formal and informal occasions.

The eight tested labels were rated by 1,000 'urban upper middle class drinkers' of imported wine, from Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chongqing, Shenyang and Wuhan and also discussed in focus groups with 36 imported-wine drinkers in Beijing and Shanghai.

The key findings from the study show that Chinese consumers may still revere traditional labels as a safe choice. However, they do not associate these traditional design approaches with either higher price or higher quality. "This could be because most wines in the Chinese market, whether prestige or bargain basement tend to use the same traditional design cues, nullifying the impact of this design approach on consumer perceptions," according to the report.

The Wine Intelligence study shows that more contemporary, bold, and idiosyncratic designs could work better, so long as they remained elegant and pay some homage to classic cues.

Richard Halstead, COO of Wine Intelligence, said: "It is important to note that no matter what designs to adopt, all wines should still have clear quality cues and product information at the front to reinforce trust and authenticity. However we have to recognise that the wine market in China is evolving, and new consumer groups are coming into the category with different needs."