Study finds that you are more likely to purchase wines with descriptive labels

Thinking about purchasing your next bottle of wine?

Well, according to Australian researchers, a detailed description on the bottle that features a wine’s history and positive quality characteristics were ranked higher by participants than those with no description.

The study, conducted by wine researchers at the University of Adelaide, found that labels can induce positive emotions, determine how much consumers enjoy the wine, and influence how much consumers pay for a bottle.

“We do know consumer choice is strongly influenced by extrinsic factors such as price and brand, but also by packaging including labels and information therein,” study lead author Dr. Sue Bastian told The Daily Mail.

“Our study extends these findings, showing that wine descriptions also influence our whole wine consumption experience.”

According to the research, detailed descriptions on wine bottles act as a placebo that alter our brain’s perception of a wine’s quality.

The study was done on 126 regular wine consumers, who tasted a selection of Chardonnay, Riesling, and Sauvignon blanc wines, three of the most popular white wines in Australia.