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Download the white wine label consumer perception study
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More about Aqua Opaque technology

White wine labels make consumers think ‘elegance’ and ‘perfection’

Avery Dennison recently launched its innovative Aqua Opaque™ technology, which prevents uncoated paper wine labels from becoming grey and mottled in the ice-bucket. But how important is label whiteness for consumers?

A recent study investigated the impact on consumers – looking at both spontaneous emotions generated and the resulting product beliefs and value perceptions. An independent study by Prof. Gordy Pleyers, from Mind Insights, has shown just how important ‘stay white’ wine label performance is for consumers, and highlights the benefits of using Aqua Opaque. 

Statistically significant results

During the study, consumer perceptions were compared for Aqua Opaque labels versus conventional labels that had gone grey in the ice bucket. A fictional bottle of ‘Chateau Mercier’ was used, and the criteria assessed included emotional impact, perceived quality, perfection, prestige and elegance. 

All of these criteria showed a statistically significant enhancement in consumer reaction, with the strongest effect for ‘perfection’ and ‘elegance’. 

The study concluded that Aqua Opaque had generated significant results in both cognitive and affective dimensions – the white label made consumers rate the wine more favourably, and feel better about it. For all results, please click here.

More design choices

As an uncoated wine paper that stays white in the ice bucket, Avery Dennison Aqua Opaque™ gives brand owners and label converters important new design options. It allows a lasting premium bottle image to be created, without impacting productivity – the material uses standard facestock thickness and stiffness and an emulsion adhesive for fast and easy conversion.