Wine labels: a real marketing weapon – le journal du week-end

The bottles of wine with the sacrosanct castle seem to be the same all the time. But little by little, the good old castle tends to give way to sometimes borderline colors and designs. “To Bu Or not to Bu”, “Test Covid”, “Skin-Contact” … Even names are free from codes. Often this risk-taking is the work of young winegrowers like Fabien Jouves, “Mas Del Périé” – Trespoux-Rassiels (Lot). Originality cannot be seen in its vines or in its cellar. On its bottles, however, we find “You wine more at the evenings”, “You F & @ K MY WINE?!”. It produces around 20,000 bottles of each at twelve euros each. With these bottles, this natural winegrower targets a young audience. It is what he calls a “wine of thirst”, that is to say convivial, friendly. And somewhere in Bordeaux, Pauline Lenain, graphic designer – “La Lettre M”, points the vineyards in search of originality. For her, these modern labels make it possible to stand out on the shelves. “The old ones have had their day. And today, they no longer have an impact. We have millions of consumers with different personalities and profiles. And we want to see that in fact, in the rays. And to say to yourself, this one, she looks like me (…), I’m going to take her with me “. So, are these bottles low end? For an expert, the label does not presume the quality of the wine, but rather its origin. “There are regions like Provence or Languedoc which are really capable of being original, of having more freedom because they respond to less code and less history than other regions. like Bourgonne or Bordeaux “, explains Marie Mascre, director – Agence” Sowine “. An atypical label also makes it possible to mark the spirits, to remember a wine appreciated to find it easily on the shelves.

– .