When you walk down the wine aisle, browsing the multitude of wineries, you see hundreds of brand stories shared through labels. However, what was once a predictable scene of traditional branding is now evolving. While some wineries use ornate historic crests with traditional cursive lettering, others have animals, and some use bold, modern and street art-inspired designs.
But what's driving this visual revolution? Younger, digitally native consumers are redefining what "premium" means to them. And the industry is discovering that reputation and tradition don't carry the same weight they used to. Instead, wineries need to double down on radical transparency and bold, authentic storytelling.
Redefining prestige
How to read a wine label is part of a wine lovers journey into wine - as illustrated so well here by Wine Folly to its readers - but what does it mean to potential younger drinkers used to instanteous connections with the brands they love
For generations, a wine bottle’s label was a signal of prestige. The old-world motifs, flowing script, and mentions of historic chateaux told a story of heritage and quality. To previous generations, this traditional aesthetic signified a premium product, a sign that you understood and appreciated the nuances of wine and could distinguish ‘good’ from ‘excellent.’
However, these qualities no longer resonate. In 2024, global wine sales fell 3.3% and production was at its lowest level in over 60 years. To guarantee its longevity, the wine industry’s future rests on winning over a new, powerful audience: Gen Z. These drinkers aren't impressed by old-world status symbols. Their definition of "premium" is built on authenticity and transparency, not inherited tradition.
This creates a serious problem for new producers. A historic châteaux in Bordeaux has long used a classic label, with its steeped history represented in this visual. But a new winery trying to imitate that style often comes across as inauthentic.
An old-fashioned label on a brand-new wine creates a feeling of dissonance for younger consumers. The promised history simply doesn’t exist, and the brand can feel disingenuous, even deceptive.
With thousands of wine brands vying for attention in a dwindling market, imitating the past is a flawed strategy. The shift in consumer values is forcing brands to rethink their visual identity.
Time to be radical
Wineries are waking up to the fact that younger generations are no longer enamored with noble insignia and old-fashioned script lettering designs. Many brands are completely rethinking their bottle design to match what today's consumers actually want. Now we're seeing striking designs, graffiti-style artwork, and labels that could hang in a contemporary gallery.
Using digital interaction tools such as QR codes can help bring wine labels to life and share information with potential drinkers
But it’s about more than just visuals; it’s about a deeper connection to the consumer. The rise of radical transparency, a trend that began in craft beer and olive oil, has now become popular in wine. This is where a digitally forward marketing strategy that connects with millennials and Gen Z comes in.
For instance, wine brands can incorporate QR codes, and a simple scan can offer a wealth of information. It can showcase a digital product passport and a verifiable history that proves a bottle’s legitimacy and helps to combat counterfeiting.
It’s also a method of interactive storytelling. Consumers can access interactive maps of the vineyard, ingredient lists, customer reviews, or even a ‘brand story’ video from the winemaker. This gives consumers a look behind the curtain that feels personal and authentic.
Radical transparency also extends to ethics and sustainability. This isn't just a preference - it’s a major driver of purchasing decisions. In fact, a First Insight report revealed that 62% of Gen Z consumers prioritise buying from sustainable brands, and the majority are willing to pay a premium for it.
Wineries are turning to digital tools to prove their sustainability efforts. A scan from a phone can show a brand's eco-friendly practices, labor ethics, or carbon footprint, offering verifiable proof that builds trust.
For younger customers, this information isn’t a luxury; it’s an expectation. Consumers who have grown up with infinite information at their fingertips expect to be able to easily and instantly access a brand’s information.
Yet, this drive for a new, distinctive look can be a double-edged sword. While it’s essential for standing out, a great idea can quickly lose its power. Just like the use of animals on labels, that was once a revolutionary branding move. But today, so many brands have copied this; it’s now a very mainstream design.
The first winery to use a stark, minimalist image for its label created a ‘wow’ effect. The hundredth to do so is a copycat.
Winemakers now face a balancing act. They need their bottles to catch the customer’s eye on the shelf, but that design needs to have some real substance backing it up. A bold, new label must be more than just a trend; it has to be a reflection of the wine producer’s values.
Competitive edge
When it comes to adapting to new consumer preferences, new and small producers actually have a distinct advantage. Legacy brands are often stuck. Changing their label is a massive undertaking; it risks alienating long-term customers and erasing a brand story built over decades. This is where small brands can pivot much more easily.
19 Crimes has done much to shake up wine bottle labels with
One example of this is the rise of the brand 19 Crimes. The brand’s label, plastered with faces of criminals from long ago, tells an intriguing story tied to its Australian heritage, but more importantly, it was built from the ground up to be engaging. Consumers can scan the face on their bottle to watch that person’s story come to life.
This type of interactiveness is key to a successful marketing strategy as a way to keep consumers truly engaged with the brand. The company has cleverly combined a new design with a powerful, compelling story from their country’s history.
To stand out, winemakers of all sizes should take a page from the playbook of the beauty and fashion industries. Wine producers have historically lagged behind in marketing, often relying on static images and simple descriptions. But today, when everyone has a phone and social media rules supreme, that’s not enough.
Wineries, especially small ones, need to invest in a stronger digital presence. This means more than just beautiful photographs of a glass of wine. They need to invest in creating short, interesting videos and commercials that capture a consumer’s attention. This way, a small producer can connect with consumers by sharing their story, turning a bottle of wine into an interactive and memorable experience.
The ancient culture of exclusivity and traditions has fallen out of favor in the wine industry. And the next generation of wine drinkers are looking for openness from the brands they support. Successful winemakers understand that heritage alone won't sustain their business anymore. By using striking visuals, increasing interactive online marketing, and being completely transparent about their processes, wineries can continue to prosper.
* You can follow Arsen Khachaturyants on Instagram at @arsenio.kh.
