By Hans Rolink, Commercial and Marketing Director at Nexo Wines, S.L.
Wine labels are an essential part of marketing and branding for wineries, as they play a crucial role in attracting customers and differentiating their products from those of competitors. Wine labels are not only important for conveying information about the wine’s origin, grape variety, vintage, and alcohol content, but also for communicating its character and quality through design and colour choices. In this article, we will focus on the best colours to be used for wine labels, with a specific emphasis on Generation Z, who are the youngest generation of legal drinking age.
Generation Z, also known as Gen Z, is the generation born between the mid-1990s and early 2010s. They are the first true digital natives, having grown up in a world where smartphones, social media, and the internet have always been ubiquitous. Gen Z is also the most diverse and socially conscious generation, with a keen interest in sustainability, authenticity, and ethical business practices. When it comes to wine, Gen Z is an exciting market for wineries to target, as they have a growing interest in wine and are open to experimenting with new flavours and styles.
When it comes to choosing the best colours for wine labels, there are several factors that wineries need to consider. Firstly, the label’s colour should be eye-catching and distinctive, as it will be competing with hundreds of other wine labels on the shelf. Secondly, the colour should be reflective of the wine’s character, whether it’s bold and full-bodied or light and crisp. Finally, the colour should appeal to the target audience, in this case, Gen Z.
One of the most popular colours for wine labels is green. Green is often associated with nature, freshness, and sustainability, making it an excellent choice for wineries that prioritize environmentally friendly practices. It is also a versatile colour that can work well with both red and white wines. For example, a green label on a white wine bottle could convey a sense of crispness and a green label on a red wine bottle could suggest a refreshing acidity.
Another popular colour for wine labels is blue. Blue is often associated with trust, confidence, and sophistication, making it an ideal choice for wineries that want to convey a sense of elegance and class. Blue also has a calming effect, which could appeal to Gen Z consumers who are looking for a relaxing wine-drinking experience. A blue label on a white wine bottle could suggest a crisp, refreshing taste, while a blue label on a red wine bottle could convey a sense of richness and depth.
Red is another popular colour for wine labels, especially for red wine. Red is often associated with passion, intensity, and boldness, making it an excellent choice for wineries that produce full-bodied, robust wines. Red is also a vibrant and eye-catching colour that can attract attention on the shelf. However, wineries should be careful not to use too much red, as it can be overwhelming and may suggest a wine that is too aggressive or heavy.
Pink is a colour that has grown in popularity in recent years, especially for rose wine. Pink is often associated with femininity, sweetness, and playfulness, making it an ideal choice for wineries that produce light, fruity wines that appeal to Gen Z’s taste for experimentation and fun. Pink labels can also suggest a sense of freshness and lightness, which is often associated with rose wines.
Finally, black is a colour that can work well for wine labels, especially for premium wines. Black is often associated with luxury, sophistication, and exclusivity, making it an excellent choice for wineries that produce high-end wines that are meant to be savoured and enjoyed on special occasions. A black label on a wine bottle can suggest a sense of elegance and mystery, which could appeal to Gen Z consumers who are looking for a unique and memorable wine.
