Agribusiness Department

Degree Name

BS in Agricultural Business




Lindsey Higgins


When purchasing a bottle of wine, the first impression the consumer gets is from the wine label. In today’s competitive market, it is important that wineries understand consumer preferences and purchasing decisions when evaluating a wine bottle. This study was undertaken to determine the relationship between redesigned wine labels and consumer preferences. A survey was distributed to residents of San Luis Obispo and 194 people responded. It was found that consumers preferred the original label to the redesigned label. Respondents listed quality, good value, and varietal and the most important wine feature and unique, eye-catching, and colorful as the most desirable aesthetic features of a label. It was also determined that Wine Lovers believe region is important while Wine Connoisseurs think that a modern label feature is desirable.