Choosing Wine is an Emotional Decision
Red, white, or sparkling – when reaching for a bottle on the wine shelf, it’s not just about the grape, origin or vintage. The chosen wine stands out from the crowd and makes an impression visually and to the touch. Labels make all the difference. They highlight the quality of the fine drop, tell stories, and reflect character. On just a few square centimetres, they give a brand a distinctive face in a world of standard bottles. Whether and how this is perceived can significantly influence the product’s success. If the packaging doesn’t appeal, even the best wine inside won’t help.
First Impressions Count
Let’s be honest. First: the initial impression – the “moment of truth” – is crucial. Second: even well-known brands need to prove themselves on the shelf. Third: the traditional wet-glue label is no longer the benchmark. Pressure Sensitive Labels (PSL) demonstrate that an attractive appearance and cost-effective production are not mutually exclusive – whether for large volumes or limited editions.
CCL Label is a global leader in Pressure Sensitive Labels and enhances them using the latest print technologies and finishing techniques. These innovative alternatives offer boundless design freedom and adhere securely to the bottles. “Unlike traditional wet-glue labels, Pressure Sensitive Labels come with pre-applied adhesive, eliminating the need for glue handling during application – which saves time and money. Cleaner machines require less maintenance,” explains Richard Gilliatt, Technical & Innovation Business Development Director at CCL. “If the functional benefits aren’t convincing enough, perhaps up to 15 per cent more production efficiency will catch your attention. Whether it’s the front, back, or neck label – all are applied in a single pass,” he adds.
15 Seconds of Visibility
Back to the wine shelf. The label has about 15 seconds as a “silent salesperson” to catch the buyer’s attention. Those who strike the right chord with colours, shapes, fonts, graphics and images have a clear advantage. Gloss effects, visible embossing, and textured materials appeal to the sense of touch. Here, appearance triumphs over content – in vino veritas comes later. According to studies, the vast majority of people choose based on visual preferences – and these are anything but rational.
After Sight Comes Touch
Once interest is sparked, the hand reaches for the bottle. Now it’s make-or-break. Haptic qualities come into play. How does the wine feel as a whole, and does the presentation meet expectations? Chardonnay, Barolo, Pinot Noir, Zweigelt and Veltliner differ even on paper. In addition to finishing techniques like embossing, die-cutting, varnishing or lamination, the material and its weight matter. Matte cotton paper feels different to transparent plastic. And yet, sometimes that’s exactly what’s desired – keyword: No-Label Look. Young, modern creations often embrace unconventional styles.
Real-World Testing
UPM Raflatac conducted a neuroscience-based test, using eye tracking, EEG, and sweat analysis to observe shelf behaviour. For white wine, gold-embellished and glossy labels made from opaque, light-blocking paper performed best. Visible and tactile embossing and high contrast enhanced appeal. For red wine, the first glance tends to fall on dark, matte materials with bright, shiny gold accents. This combination withstands longer scrutiny – especially when paired with three-dimensional relief effects. When physically touched, textured materials increase purchase intent. Second place goes to rough cotton paper, which feels especially natural and premium when handled. This sensory perception is then transferred to the wine itself.
The studies highlight the interaction between sight and touch, confirming the label’s decisive role in sales – or, as the saying goes: “The label sells the first bottle of wine; the producer sells the rest.”
A fascinating side note: the label’s visual and tactile impression can even influence how the wine tastes, according to the study. Well-designed, premium labels enhance the enjoyment. A fine reason to raise a glass – and start the presses. No matter the material, design, colour, shape, or finish: CCL creates the perfect label for every fine vintage. By the way, CCL also offers more sustainable options:
Sustainable Shine mimics classic foil finishes with a printed metallic effect – with zero foil waste. And for those fully committed to recycling, wine labels can also be produced using recycled materials.
June 2025
