A latent analysis of images and words in wine choice

Wine labels comprise images and words. Are there different image and word preference combinations for a wine cohort? Are images important and what are their nature? Do combinations of communications display metaphor or non-metaphor patterns? In this paper, we explore these questions via a discrete choice experiment incorporating different types of image and word expressions. Respondents were defined as 18–30 year old emerging wine drinkers and were prompted to think of the occasion of choosing a wine to have at home with friends. Firstly, we undertake a latent class analysis on the data to assess differences in the choices. The results show the latent class solution of three classes to improve significantly on the aggregated model – there are differences in the choice preferences for the cohort. Generally, we find that images and statements have higher importance amongst the three classes than the traditional cues of grape variety and region. However, we find a multivariate approach to choice. Further, we find that wine furnished with wine related images and words that describe the product perform better than metaphorical expressions.