Marketing communication for organic wine: Semiotic guidelines for wine bottle front labels

Abstract

ABSTRACTSouth Africa's organic wine industry has yet to benefit from research on wine bottle labelling. The wine bottle front label has proven to be a forceful first point of contact with consumers, and has powerful implications and consequences – both negative and positive – for marketing communication. Women have grown to represent a niche market which has increased spending and decision-making power, they are drinking more wine than before and have a preference for organic produce. This consumer group regards wine bottle front labels as an important decision-making entity and employs affective factors when making purchasing decisions. This research encompasses an approach which considered all the semiotic elements of wine bottle front labels and their influence on women within a retail setting. Although a small group of research respondents took part in this study, rich data were generated and the results indicate how semiotics influences South African consumers’ perceptions and decision making. With the possibility that alcohol advertisements might soon be banned in South Africa, it would be in the interest of organic wine producers to inform themselves of relevant and effective wine bottle front label design, in order to capitalise on the touch points that consumers have with their product. This article provides guidelines for the design of organic wine bottle front labels which will enable organic wine producers to cut through the clutter on retail shelves and distinguish their products as unique, successful brands.