I would never buy a wine based on the label. My superior wine palate and knowledge means I don't need to resort to such trickery as a front label.
Wrong!
I'm a sucker for a wine label as much as any punter who goes into a bottle shop.
Exhibit A = Woods Crampton "The Big Show".
And fortunately for me, I'm not the only one who is susceptible to lures of wine marketers and their wily ways.
This Instagram post from Master of Wine Peter Scudamore-Smith, is acutely aware of the need for engaging labels.
For those interested in the psychology of wine labels and the ability of wine marketers to guide a customer in their purchasing behaviors. you can't go past this excellent article by News' Tony Love.
The story draws on insights from Professor Frank Lockshin from the University of Adelaide. Lockshin, a wine marketing expert and points out that on average a consumer takes 40 seconds to make a purchasing decision.
No pressure to get that label right.
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