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We all know that wine is usually a shade of red or white, but what about the colours that go into the label? How are these chosen and what’s their relevance?

Well usually they’re picked because the winemaker or owner likes those colours, without much thought to customers and human behaviour. However, in Margaret River a small family owned boutique winery has used colour theory to redesign its labels to appeal to customers buying behaviour.

Olsen Wines has rebranded its wines, choosing a striking orange and yellow swirl pattern, with a strong gold foil to stand out amongst other wines.

We wanted to get the bottle of wine to jump off the shelf. Research has shown that if you can get the bottle in someone’s hand, then invariably it will end up being purchased.

We used orange which is an extremely vibrant and energetic colour for the main logo; to catch peoples eye, to say, oh what’s that?

This was a key strategy in differentiating the wine from others.The product is a premium Margaret River wine, so the label was completed with a strong white background with gold foiling above and below the Olsen name to denote sophistication and elegance.

Believe in what you are doing and saying: Telling a story, lifestyle and experience… you can do it.

How do you differentiate your winery and wine from all the other small to medium wineries out there?

Why does that one winery always get coverage in the media? I know their wine’s good but is that enough? They must have a huge team of marketers pushing it. Well no. Not really, however they usually have a plan, and following that is essential.

idea 1: Stick with a Simple, Focused Message.
Free the Wine! The name says it all. Getting wine out into the marketplace using a variety of means and getting consumers excited! The name has emotional appeal. Someone recently said to us about freeing the wine; I didnt know it was trapped!” Simplicity is key.

Help your marketing by simplifying the message. Are you ANOTHER Family name/hill/estate? What are you doing to be different from the winery down the road?

Consumers see hundreds of marketing messages every day. Do you really expect them to remember all the nuances of your winery? Stick to a focused, simple message and you improve your odds of standing apart.

Idea 2: Be Strategic
marketing needs to be an integral part of a winery’s business and sales plan, not some afterthought. (of course we’re going to say that, we’re marketers!) Story telling (PR) and news coverage assists in marketing brands successfully.

How? For example, if you get a good review, or are mentioned in the media, you/we/they could post the review in a shelf talker template, then send an email to your trade list indicating that the shelf talker can be downloaded from your website, so enhancing the brand and providing a reason at POS to pick you up. Read the rest of this entry »

Kokopelli Wines wanted a re think of their label to reflect the quality of their wine. We think the result speaks for itself.

The old & the new: