Message on a bottle: The relative influence of wine back label information on wine choice

This study examines the importance consumers attach to wine back label statements when choosing wine and identifies the utility of these attributes relative to price. Ten different back label statements plus price were examined and tested through a discrete choice experiment. Three hundred thirty-one regular wine drinkers representative of frequent Australian wine consumers were asked to choose a wine they were most likely to purchase for a special occasion based on different sets of back label statements. The application of a latent class choice model allowed the analysis of how strongly individual consumers differed in their reaction to back label information. Five distinct segments emerged from the overall sample with significant differences found for the relative importance of back label statements along with price, price sensitivity, and the acceptance of an ingredient list on the back label. Overall winery history, elaborate taste descriptions and food pairing were found to be the most highly valued back label statements, while ingredient information had a large negative impact on one segment in particular.