None more so than the wine label. Take a classic wine label that are full of clues to the discerning eye that tell you what sort of wine it is and the special qualities of where it comes from. Arsen Khachaturyants, chief executive of Tuscan winery, Arsenio, says if wine is truly to appeal to younger drinkers, it needs to start with the label and completely rethink how it is using wine labels to appeal to them.
When you walk down the wine aisle, browsing the multitude of wineries, you see hundreds of brand stories shared through labels. However, what was once a predictable scene of traditional branding is now evolving. While some wineries use ornate historic crests with traditional cursive lettering, others have animals, and some use bold, modern and street art-inspired designs.
But what's driving this visual revolution? Younger, digitally native consumers are redefining what "premium" means to them. And the industry is discovering that reputation and tradition don't carry the same weight they used to. Instead, wineries need to double down on radical transparency and bold, authentic storytelling.
Redefining prestige
For generations, a wine bottle’s label was a signal of prestige. The old-world motifs, flowing script, and mentions of historic chateaux told a story of heritage and quality. To previous generations, this traditional aesthetic signified a premium product, a sign that you understood and appreciated the nuances of wine and could distinguish ‘good’ from ‘excellent.’
However, these qualities no longer resonate. In 2024, global wine sales fell 3.3% and production was at its lowest level in over 60 years. To guarantee its longevity, the wine industry’s future rests on winning over a new, powerful audience: Gen Z. These drinkers aren't impressed by old-world status symbols. Their definition of "premium" is built on authenticity and transparency, not inherited tradition.
This creates a serious problem for new producers. A historic châteaux in Bordeaux has long used a classic label, with its steeped history represented in this visual. But a new winery trying to imitate that style often comes across as inauthentic.
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