Searching a specific bottle for Tannat wine using a check-all-that apply question and conjoint analysis

Abstract

An increasing share of fine wines is marketed through retail stores. In this context, packaging plays a major role in attracting consumers’ attention and influencing their purchase decisions. The aim of the present work was to identify a specific bottle for Tannat red wine, the typical Vitis vinifera grape of Uruguay, by studying the effect of bottle shape and colour on consumers’ sensory expectations and willingness to purchase. A consumer study was carried out with 64 fine wine consumers, who were first introduced a list of bottle colours and shapes and were asked to answer a check-all-that-apply question. Then, participants were asked to complete a conjoint analysis task about Tannat wine bottles. Results from the check-all-that-apply question showed that consumers associated the shape and colour of bottles with specific types and styles of wine. Conjoint analysis suggested that Bordeaux dark green or dark gray bottles might be the most appropriate for Tannat wine. Interestingly, results shown here may indicate the existence of risks if deep innovation is made in bottle shape designs, since consumers clearly preferred Bordeaux bottles for red wines.