What are you doing without a crest? The family coat of arms helps sell wine and business possibilities increase if there is a picture of the place of origin
Thoes who haven’t got a blazon might run to an expert and get one created for their name or their winery. In fact the charm that binds nobility and history, that mixture of mystery and richness that a coat of arms signifies, is still very strong and so a crest helps sell wine. So this has its effect and not only on the simplest of people who think of the Prince Charming who lives in a castle with its drawbridge, but also on those with a degree and great salary. The noble coat of arms gives a bottle great prestige.
This is the surprising revelation of the second survey Spot & Web carried out with the WOA method (Web Opinion Analysis) through monitoring the most important social media networks and on a sample of 500 people between 25 and 60 years of age, analyzed by a pool of psychologists coordinated by the psychologist Serenella Salomoni.
So here is what influences the consumer: the blazon (26%), the name (22%), the image of the place of origin (17%), the label (14%) and the bottle (11%).
Without of course diminishing the value of the quality of the wine, of the appellation or of the brand, this survey has evidenced how important it is to show off the aristocracy of the producer and of the castle, villa or monumental building where the wine is produced. Here in fact is a list of the favourite labels: first of all Barolo Francia di Giacomo Conterno , in this label the blazon is on the background, in second place Ornellaia by Tenuta dell’Ornellaia with an image of the original building and the noble crown ( respectively with 21 and 19% of votes). Follows Amarone Classico Calcarole di Guerrieri Rizzardi, and in this case too there is the coat of arms and the drawing of the estate (17% of preferences). Barolo Monprivato di Mascarello Giuseppe e Figlio with a very large coloured crest. In the Sassicaia from Tenuta San Guido there is the Marchesi Incisa della Rocchetta compass rose.
- BAROLO FRANCIA GIACOMO CONTERNO
- AMARONE CLASSICO CALCAROLE DI GUERRIERI RIZZARDI
- BAROLO MONPRIVATO DI MASCARELLO
- BAROLO RISERVA COLLINA RIONDA DI BRUNO GIACOSA
- SEREGO ALIGHIERI VAIO ARMARON AMARONE CLASSICO
- BRUNELLO DI MONTALCINO DI POGGIO DI SOTTO
- FRANCIACORTA PAS OPERÈ DI BELLAVISTA
- ROSSO DEL CONTE-CONTEA DI SCLAFANI DI TASCA D’ALMERITA
It is evident that a noble blazon jumps to the eye of those looking at a shelf full of bottles, and so increases the possibility of sales.
However there are also other factors that influence the consumer, the same survey in supplies a list of what the wine lovers eye keeps a lookout for: guides and ratings (online and printed), the opinion of the local wine store; advice from competent friends, consulting specialized webs sites or blogs and finally there are those who choose according to their own personal taste preferring what they have already drunk before and with pleasure.