The Art of Design


Lanchester Wines

Emma Campbell, Marketing Manager at Lanchester Wines, reveals the relationship between design, quality and physical appeal of wine offerings, sharing insight to consider when choosing the best selection of reds, white and sparkling’s at your venue.

The most important thing to remember designing a wine brand is that everyone wants a bottle of wine that looks more expensive than it is. 

People tend to buy with their eyes so if we can create a bottle that bars are proud to display and that catches a customer’s eye, then that’s our initial opening to a purchase. Of course, the wine has to be great quality and at an attractive price point, which our purchasing team works incredibly hard to achieve. So, creating a brand that does credit to the months or years of hard work that goes into every bottle of wine before it even reaches the customer, is paramount.

There are some design techniques used to create the impression of a high quality, expensive bottle of wine, such as an expensive label or a heavy glass bottle with a deep punt – depression in the bottom. But it’s important to remember that these are aesthetics; it does not necessarily guarantee quality. 

Heavier bottles were traditionally used to signal quality; however, many producers are switching to lighter bottles to reduce the carbon footprint of the wine as it travels. This statement doesn’t include bottles for sparkling wines, such as Champagne, which are made with thicker and heavier glass to withstand the pressure created by the wine as it carbonates during the second fermentation process.

One of the more useful design techniques used by brands is to incorporate images of the wine’s perfect food pairing on the bottle. For example, our The Brand Malbec pairs perfectly with a steak, so we’ve shown a picture of a bull on the front, whereas Sauvignon Blancs often depicts fish or the ocean as this is also a perfect food match. 

If you were to remove the label, effectively every bottle of wine looks the same and there’s no way of knowing the quality of wine inside – which is why it’s crucially important to develop a strong relationship with your wine supplier. Trusting your wine supplier and working together to taste the wines and develop a strong wine list is the only way you can guarantee a quality wine. 

Ultimately, it’s important to remember your customers will only buy a bad bottle of wine once, no matter how amazing the design or heavy the bottle.

www.lanchesterwines.co.uk 

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