How Effective Is Your Redesign?

The Nielsen Co. offers wineries professional label critique

by Kate Lavin
wine redesign packaging
Steve Lamoureux of The Nielsen. Co presents consumer research at the Wines & Vines Packaging Conference.

Yountville, Calif.—Readers of Wines & Vines have an opportunity to have their winery’s packaging critiqued for free as part of a consumer-research study organized by the Nielsen Innovation Practice.

Steve Lamoureux, senior vice president of product innovation for globally recognized consumer-insights firm The Nielsen Co., will reveal the results of the study Aug. 16 at the Wines & Vines Packaging Conference at the Lincoln Theater in Yountville.

The study will examine consumer reactions to wine packaging that underwent a redesign. The presentation will include the most well-received redesigns in order to gauge best practices for other conference attendees to consider when embarking on their own packaging redesigns. Lamoureux intends to show the most well-received examples of packaging redesign, not to highlight brands that did not perform well.

Interested wineries are asked to fill out a brief survey that asks questions such as when the redesigned occurred, what packaging formats are used, price point and how the winery views its brand. 

In turn, members of a consumer research panel will be asked for their impressions of the products before and after the redesign, including what they would expect to pay for the products both before and after redesign. After collecting consumer data, researchers will evaluate whether the redesigns achieved their specific intents and goals (such as improving shelf image relative to competition, appealing to a younger demographic, boosting premium perceptions to justify a price increase, etc.) in the eyes of consumers.

Now in its fourth year, the Wines & Vines Packaging Conference is a full day of educational sessions and networking located in the Napa Valley. Attendees will have the chance to meet with graphic designers and get feedback about their existing packaging as well as visit with wine industry vendors to learn about the latest offerings in glass, closures, alternative packaging and more.

Winners of the Packaging Design Awards will be revealed, and attendees are invited to cast a vote for their favorite competition finalist for the People’s Choice Award.

Other sessions include a talk from Corey Beck of Francis Ford Coppola Winery about the brand’s diverse and ambitious packaging, retail and restaurant wine buyers discussing their packaging preferences, and much more. Sign up to have your packaging redesign evaluated here, and register for the conference here.


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