Label as a Buying Strategy. Winning Wines of International Contest

Abstract

A relevant factor when choosing a wine is that the label is as accurate and complete as possible to form an idea of the characteristics offered by the product. Hence the importance of developing labels that stand out and influence the consumer’s purchase decision. Another element that helps producers to distinguish their products is the obtaining of medals through international contests, since this stands out and attracts the consumer’s attention. For this reason, this article analyzes the labels of the winning wines of the 2009 Ensenada, Tierra del Vino international wine contest, held in Baja California (Mexico), in such a way as to allow considerations related to the elements that may influence in the purchase decision of the Mexican wine consumer, which leads to an increase in the consumption of national wine. As a result, it was found that these bottles have unique tangible and intangible elements characteristics and typical of the main wine-growing area of Mexico: The Valle de Guadalupe Wine Route.