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Neuromarketing insights for wine and spirits label design

Brand owners ask what will make their label stand out. Neuromarketing research gives a concrete, evidence-based answer. These studies examine how paper choice, texture and embellishments influence consumer perception, taste expectation and purchase behavior – at the shelf, in the hand and at the moment of tasting. Download the research and bring data to conversations that used to rely on instinct.

Four studies, four categories

Paper choice and embellishments do not just affect how a label looks – they shape how the product inside is perceived. These studies apply neuroscience methods to the real decisions wine and spirits buyers make, giving printers and their customers a research foundation for label material choices. Shape

Tequila: The art of persuasion in tequila labeling – How label design, materials and embellishments shape consumer perception

This study takes a structured, scientific look at how the brain turns label design into experience – exploring how colors, textures, printing techniques and finishes communicate meaning and shape perception from the first moment of contact. The research follows the design decisions made for Cielo Roto tequila, showing how sensory cues influence expectations, emotions and associations, and how the label moves beyond decoration to become an interface that connects a product's story with the consumer's sensory memory.

In collaboration with: Eurostampa, Kurz, SenseCatch, Hinderer + Mühlich, Amorim, Saverglass

Download the tequila neuromarketing study

Gin: Ginnasium - The first neuromarketing case study of gin label design

Ginnasium brings together design experts, bottle and label manufacturers, embellishment specialists, printing professionals and neuromarketing pioneers to disentangle what drives consumer preference in gin – one of the most crowded and visually competitive spirits categories. The study treats the gin bottle and its label not as a container but as the initial interface between producer and consumer, examining how materials, tactile sensations and embellishments work together to create a multisensory experience that shapes purchasing decisions at the shelf.

Conducted in: Italian market, gin
In collaboration with: Sovemec, VETROelite, Luxoro, SenseCatch, Vinolok, T&K Technology and Kindness

Download the gin neuromarketing study

White wine: how the label shapes taste perception

Does label quality change how a wine tastes? This study set out to answer that question, tracking consumer responses at each stage of the buying journey – from first glance on the shelf through to the tasting experience. The research examines the role of paper and embellishments in shaping perception, simplifying choice and influencing purchase decisions in the Chardonnay category.

Conducted in: German market, Chardonnay
In collaboration with: Argea, SenseCatch, Kurz and Krämer Druck

Download the white wine neuromarketing study

Red wine: what neuroscience reveals about the buying decision

Wine purchase is a complex, experience-linked decision. This study applies neuromarketing techniques to map the subconscious processes that shape consumer choice in the red wine category, providing a level of detail and objectivity that conventional research methods cannot reach. The findings show how label design elements influence perception at each decision point.

Conducted in: Italian market, Bordeaux-type wine
In collaboration with: SenseCatch, Rotas, Luxoro and O,nice! Design Studio

Download the red wine neuromarketing study

Ready to explore the UPM Raflatac label materials behind the research?

Browse the wine, spirits and craft beer range or access the digital swatchbook to visualize designs on actual materials.