WINE LABELLING

Presented by: Amber Blakesley,

Diploma in Wine Marketing

Wine Business

• When , where and why did labelling begin?

• Labelling changing through the ages

• Why is labelling wine important?

• Wine labelling today

• Where to for labelling of the future?

Beginnings of wine & it’s labelsEarliest wine production - sites in Georgia and Iran, dating from 6000 to 5000 BC.

Pottery was an important part of being identified through labelling.

Ancient Egyptians = labelled vintages, vineyard & winemakers. Wine jars etched with wine details found in King Tut’s tomb. = 1352 BC.

Civilised wine drinking. . . . . . . . Often wine was for religious purpose , royalty and the elite

Egyptians labelled wine by parchment by a piece of string or inscribed onto the clay pot itself. Jars have been found in garbage dumps used by the masses of ‘commoners’. Soldiers and workers rewards or payment perhaps?

Better storage & modes of transport meant wine went further and increased the importance of labelling to identify it.

The basic requirement of vintage, vineyard and winemaker on a label was sufficient for hundreds of centuries or not at all.

The 18th Century and the increased use of bottles and arrival of French monk Dom Pierre Perignon.

For Arts Sake

1800’s, glass bottles were more popular

1796 = Lithography was invented, allowing printing in mass quantity.

1900’s Paper labels were made and able to stick to the bottle (after they found the right glue of course)

Wineries started using their own unique features (coat of arms or landscape art)

Labels expressing much more =1920’s Phillipe Rothschild commissioned famous artists to create original designs for the labels of the Chateau Mouton de Rothschild.

Controversial Labels1993 French painter Belthus

Klossowski – US rejected the wine for the art on the bottle, a blank

label went out as a snub to the US and created a collectors item.

Cycles Gladiator wines had this wine banned in 2009 in US,

Alabama for the controversial label

Is this artistic expression or offensive material?

Labels today & the regulations . . . . . .

Different Countries label laws can make labelling export wine difficult

Often front main labels are kept consistent and back labels are changed for different export markets.

NZ wine industry has an advantage to create the “New Zealand wine” brand.Rule of 85% - if it states it on the label it must contain at least 85%.

NZ & Oz major label requirements:

Name/varietyNet content/amountAlcohol percentageProducer /importer detailsBrand name

SulphitesAllergensStandard drinksGeographical location

Laws that apply to labelling in NZ

Food Act 1981Food (safety) Regulations 2002Weight Measures Regulations 1999Wine Act 2003Wine Regulations 2006Wine (Specifications) Notice 2006Fair Trading Act 1986

Do you judge a wine by it’s cover?

Oggau Estate

Oggau Winery designed labels with faces that carry similarities of the characters/personality their wine displays.

Can you figure out and imagine what to expect from some of these wines?

Perhaps a young sophisticated red or a developed red with lots of character?

Labels & Wine FraudWine fraud and labels = Duplication of a well known labels of wine.

It’s no different to fake Gucci handbags, fake Rolex watches & counterfeiters can make thousands in percent in returns.

It’s something the wine industry avoids at all costs in both the trade itself but also admitting it happens more than we realise.

With printing resources available today, almost anyone can copy a label and slap it on some bottles.

In 2000 Italian police confiscated 16,000 bottles of fake Sassicaia wine worth NZ$200-250 each.

Message on a bottle…....Left: This bottle has been made for the consumer to personalise the message on the bottle

Right: This wine by Lazarus WInes has come from a vineyard grown, cultivated and produced by blind employees – it only makes sense to have the label in braille. There is a n English description at the bottom.

These wines have been marketed in a specific way due to the wine being produced in a former tractor shop. It could be a plus or a minus depending on the consumers opinion. Would you like to drink from a turpentine tin or do you think it’s inventive ?

The future of labellingCurrent world affairs and changing times are excellent indicators of where wine labelling is heading

Environmental issues

Sustainable winegrowing

Organic winegrowing

More advance labelling with UV inks, holograms, embossed labels & microscopic markers that discourages fraud

Wineries need to keep up & convey the message the consumer responds to best to survive in todays wine market.

Branding, packaging of the future. . . . . . . .New designs & uses for

packaging & labelling are being sought to set businesses and their wines apart from each other and catch the consumers interest.

This lamp is a prime example of sellers identifying the consumers growing concerns for consumption meeting environmental needs and style.

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