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April 2012
Don't Try to be Funny But Consider Being French
Research from Wine Intelligence shows that label design has an impact on the way different consumers respond to wine, before they even open the bottle.
by Graham Holter
Take a bottle of Cabernet Sauvignon from California and offer it to a typical bunch of American wine consumers. Then, in a parallel universe—or a separate room, if one is not available—present an identical bottle to a similar group, except this time it’s labelled as French. There are three observations to make about what happens next. First, the two groups will find the French and Californian bottles equally attractive. This seems logical as there’s only one word that&...
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