Sainsbury’s launches style guide for wine

Sainsbury’s are introducing a style guide and new labelling across its entire own-label wine range. The new packaging is designed to encourage customers to try something new and will be on shelves from August.

Following customer research Sainsbury’s found that shoppers look at the style of wine first before the grape variety or country of origin.  As a result, the supermarket has created a colour coded style guide with three styles for red – Light & elegant; Smooth & mellow; Rich & complex – and three for white – Crisp & delicate; Soft & fruity; Complex & elegant.

The supermarket has also redesigned all its own-brand wine labels. The new look will incorporate the style guide on the front label and on the top of the capsule.  

Warren Anderson, Sainsbury’s BWS category manager said; “Sainsbury’s constantly aims to find new ways to excite and help its shoppers. This inventive new approach to wine labelling will broaden our customers’ knowledge, help them become a little more experimental and give them the confidence to try something new.”

Patrick Schmitt, 14/05/08