Findings:
Visual sweetness scales on wine labels increase purchase intent among novice wine consumers compared to text descriptions.
Novice consumers are unwilling to pay a premium for wines with sweetness scales due to perceived lower quality.
Key Takeaway:
Sweetness scales on wine labels can attract novice consumers but may not lead to higher prices due to perceived value.
Trend:
The wine industry is increasingly competitive, and wine sellers are exploring new ways to communicate product attributes and attract consumers.
Conclusions:
Sweetness scales can be an effective tool for attracting novice wine consumers.
However, wineries targeting high-priced wines may want to avoid using them due to potential negative perception of quality.
Restaurants can use this information to curate wine lists that appeal to different consumer segments.
Implications for Brands:
Wine producers targeting novice consumers can benefit from using visual sweetness scales on labels to increase purchase intent.
High-end wine producers should consider using text descriptions instead of visual scales to avoid devaluing their product.
Both wine producers and restaurants can leverage this research to tailor their marketing and product offerings to specific consumer preferences.
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