Young French consumers like wines with funny labels, but not for every occasion

odern, minimalist and offbeat labels work, but not for every drinking occasion or consumer audience. This is one of the key takeaways of a survey conducted by OpinionWay for French independent winegrowers among 1,007 people representative of the French population aged 18 and above. Between 18 and 35, 63% of those surveyed said they liked labels whose designs and play on words distanced themselves from the classic wine cues. However, the appeal of these imaginative labels is limited to festive occasions and wines for casual drinking.

“The survey debunks the myth that labels have to distance themselves from tradition to appeal to newbies and young consumers. It shows that, although younger generations accept the new cues – for one in two young people – they confine them to drinking occasions with friends (42%) and wines retailing for under €10”, stresses the independent winegrowers’ association. It also points out that “among the over 35s, only 9% would contemplate buying a wine retailing for over €20 with an unusual label” and “over 80% of the over 65s prefer tradition” on labels. Overall, 85% of those surveyed said that “understated labels offer a greater incentive to purchase, way ahead of unorthodox labels (12%)”.

Young and occasional consumers are receptive to iconoclastic labels – frequently found among craft beers – but adapt their purchases to the status requirements of a family meal or more formal occasions, compared with relaxed drinks with friends. Interestingly, every age group attaches importance to labels (64%) and uses them as a purchasing incentive (69%).