Wine labels as confusing as Chinese, says Robert Joseph
Wine labels and brands are as confusing to consumers as a menu written in Chinese, according to the writer and producer Robert Joseph.
Wine labels and brands are as confusing to consumers as a menu written in Chinese, according to the writer and producer Robert Joseph.
Consumers are as likely to think grapes are brands, regions are producers and wineries are regions, he told today´s Wine Future 09 in Rioja. He said the big issue facing the wine industry was that it had "no idea of brand identity", values or features that consumers could relate to.
The wine label was a producer´s advertising billboard but they waste it. A cover of a book is designed to tell you what it is about, a wine label is not, he said. Ones that do, like Yellowtail, succeed.
Consumers want simplicity and standardisation and are poorly served by the wine industry. He challenged producers to re-think the customers they want to reach and how they are selling to them.
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