Label Design: Impact on Millennial’s Perceptions of Wine

Purpose - The purpose of this study was to determine specific label attributes impacting both the taste and quality perceptions of Millennial wine consumers. Design/methodology/approach - A single-blind study was developed to evaluate the direct implications labels have on Millennial informants’ taste and quality perceptions. four-stage research study tested the informants’ reactions to the products both before and after evaluating the label and product packaging. Findings - Perceptions differed significantly from the blind tasting to the second tasting after evaluating the product packaging and label information. When the producer provided specific fruit characteristics, the informant perceived they tasted those fruits much more than without this information in the blind tasting. Research limitations/implications - The generalizability of this study to was limited by the small population size (97 informants), the subject recruitment site, lack of ethnic diversity, and the high edu