Even in purchasing wine appearances count!
According to Scott Lawless, Sales Director of Studio Labels and Cork Supplies in Adelaide, the design of the bottle is fundamental because for the most wine consumers the choice is rather instinctive.
The bottle style (Bordeaux or Burgundy) can even influence the perception of taste.
Lawless tells about a curious experiment that showed how the same wine, bottled in two different bottle formats, affected the consumers’ judgments.
The sharper shoulder bottle (Bordeaux style) reported an intense, rich, full-bodied wine with good tannins. On the contrary, the bottle with a rounder shoulder (Burgundy style) was evocative of a soft, round, smooth wine, with gentle tannins.