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6150 Amberwoods Dr.
Boca Raton
FL, 33433
United States
John Lawlor

Label Analytics: Improving Your Wine Label Development, Evaluation, and Validation with Wine Shopper Research

At Label Analytics we measure five steps of the wine shopper purchase decision in hundreds of label tests each year. We take the guesswork out of what attracts shoppers.  

Based on a patented research approach and insights from testing over 600 wine packages, Label Analytics has developed a framework titled “B.E.S.T. Practices for Label Development” to support your package design process. It is designed to answer the important questions at each development stage (Benchmark, Explore, Substantiate, and Talk It Up). 

Label Analytics will help you do the hard work and will assist you in coming to market with a winning label and price point for a wine that sells.

contact for a free consultation.








“B is for Benchmark! B.E.S.T. Practices for Label Development” – a new framework from the researchers at Label

“B is for Benchmark!  B.E.S.T. Practices for Label Development” – a new framework from the researchers at Label

Label Analytics has developed a framework entitled “B.E.S.T. Practices for Label Development” to create a sustainable package design process. It is deliberately calculated to answer the important questions at each stage of development of your label, offering four logical steps: Benchmark, Explore, Substantiate, and Talk It Up. Taking the guesswork out of what attracts shoppers, with our patented research approach, Label Analytics offers you insights from testing over 600 wine packages.

The first step in our process is Benchmark. Benchmarking is a critically important marker for your decision-making process. Whether you are starting a new brand or revitalizing an existing label, you’ll need to know who your competitors are and how well your package performs, both for shelf attention and price impression.  In the follow scenarios, we offer two benchmarking options, which we call the Label Analytics Reality Check and the Label Analytics Opportunity Map. Let’s use the following scenarios to illustrate how they can help you.

Scenario #1: Your distributor or retailer thinks your brand is not standing out on the shelf, and suggests you should redesign the package.  Our Reality Check Report tests your current packaging. Using a national survey of 500 wine shoppers, we measure your current shelf attention and price impression compared to your three top competitors. Based on this quick, low priced test you get an answer from real wine shoppers. If it turns out your package could benefit from a redesign, then you can take appropriate action. If our testing finds your package does a good job of standing out on the shelf, then you have that insight. Either way, you can share the shopper findings with your team, your distributor, your retailer to demonstrate that you responded decisively to their concern.

Scenario #2: You’d like to introduce a new wine that expands into a new competitive arena for your brand. How will your brand compete, what style of package works best in this new set of competitors?

Our Opportunity Map Report provides a broad view of a competitive arena. It measures how well your brand package stands out on the shelf [shelf attention] and how its price impression stacks up to specific competitors. Further, since you will see the package performance of 20, 30, or 40 competitors, you can see what style of package and package graphics work best with shoppers in this new arena. For example, "If your new wine is a Riesling, should you package it in a blue bottle?" This is foundational information for expanding your brand into a new varietal or style of product.

Benchmarking is important. Whether you are responding to a concern about the performance of your package, like Scenario #1, or you are introducing a new product or package like Scenario #2, getting shopper- based answers for your package performance questions and discovering how your package stacks up to competitors is fundamental. Those insights can guide your packaging decisions and save money by helping you direct the process toward the right goal.

By using one of our Benchmark services, you can ascertain whether your current label is on the right competitive track or not.

In the next B.E.S.T Practices article we will cover the Explore step and how to maximize your designer’s output for greater marketplace success with your label.

News Archive

Label Analytics: Improving Your Wine Label Development, Evaluation, and Validation with Wine Shopper Research
20 February, 2019

Introducing: “B.E.S.T. Practices for Label Development” – a new framework from the researchers at Label

When creating a new brand, or refreshing an existing brand, determining what label design will best showcase and sell your distinctive wine is critical. You are sure that if you can just get it packaged, people will buy it. In bygone days, “make great wine and they will come” held true. But no longer. Undoubtedly the first thing you should be thinking about, and certainly what any wine marketer will be worried about, is what will sell this wine.

Distributors and retail buyers know the critical point for your new brand is on the retail shelf. Will wine shoppers notice your new brand? Will your brand spark their interest? Will they pick up the bottle and decide to buy it? AC Nielsen research found that the “look of the bottle” drives 80% of the purchase decision. So, before your customers have a chance to taste your wine, they must first be attracted to your brand through your label.

As a professional wine marketer investing the money it takes to launch a new brand or refresh an existing brand, you will undoubtedly want to base your branding choices and package design decisions on insightful wine shopper research. At Label Analytics we measure five steps of the wine shopper purchase decision in hundreds of label tests each year. We take the guesswork out of what attracts shoppers.

Based on a patented research approach and insights from testing over 600 wine packages, Label Analytics has developed a framework titled “B.E.S.T. Practices for Label Development” to support your package design process. It is designed to answer the important questions at each development stage (Benchmark, Explore, Substantiate, and Talk It Up). In this series of articles, we will step through the process of creating the perfect package for your target customer. Label Analytics will help you do the hard work and will assist you in coming to market with a winning label and price point for a wine that sells.


Upcoming articles will flesh out the stages of our B.E.S.T. Practices for Label Development.

March 6th Benchmark

March 20th Explore

April 6th Substantiate

April 20th Talk it up

Interested in a free consultation? 

Just email our CEO to schedule a private meeting.



New Year - New Labels - New Sales?
10 January, 2019

Is 2019 the year when your wine label redesign process conquers reality?

The grim reality is...

  50% of redesigns hurt/damage brand sales

  90% of redesigns fail to increase sales 

The obvious reality is that it is time for a re-evaluation of the traditional label development and selection process 

    Time to stop snubbing shoppers - Time to include consumers -- hundreds of consumers in the process

    Time to start employing bigger split tests

    Time to FREE The Designers -   Time to stop restricting designers and test more design options



<<Label Out Loud Webinars Series >>

BEST Practices for Designing and 

Redesigning Wine Labels that 

Sell More Wine

05 December, 2018

Label Analytics’ Approach to Overcoming the Seven Nemeses of Opinion Research

Don White – Chief Research Officer –

One reason CPG marketing is such a challenging profession is the most important marketing questions revolve around understanding what people want, what they think, how they react and what will excite them enough to choose your product from the retail shelf. The challenge is that people are very complex social animals whose brains operate at a rational level and at a subconscious level. The rational level is great for solving math problems but when it comes to navigating life, love and buying wine, our subconscious reactions guide us while the rational mind is largely left to “rationalizing” those decisions. Meanwhile, the individual involved in reacting, deciding and rationalizing is blissfully unaware of the process.

So, coming back up to the practical level, what does that mean for you as a wine marketer or wine salesperson? If you want information about what potential customers want and how they react to your product, you have to be very aware of social influences and the defaults of human nature in your process of gathering information. 

Even a  classic split test comparing two packages is a more complex question than may appear on the surface.  Getting good insight from a split test is not as easy as showing two packages and asking which they like best.

When I had about 20 years of new brand development and consumer research under my belt, the issues of social influences and the defaults of human nature were weighing heavy on my mind. I wondered if we were getting real insights or simply rationalized answers. I concluded that traditional focus groups were so fraught with social influence and rationalization, and were so open to interpretation that there had to be a better way. I put focus groups in the shelf and undertook an intellectual adventure to develop a better methodology. Jumping ahead 10 years, I patented a new consumer research methodology unlike anything in the academic literature. This patent is the foundation of Label Analytics’ bigger split testing methodology.

At the start of my intellectual adventure, I set out to evaluate the strengths and weaknesses of other methodologies used for concept evaluation. From this, I establish goals for problems the new methodology would solve and capabilities it would provide. The obvious first step was to shift from gathering “rationalized answers” to “emotional reactions.” In other words, discover an effective way to tap into the subconscious mind where decisions (including purchase decisions) are really made. Second, the methodology must remove respondents from social influence and social status influence which so clouded the results of focus groups. My goal was to elicit unbiased reactions that reveal true consumer insights.

Then, I proceeded to identify what I considered to be the seven most pervasive human nature pitfalls for survey designers. I call these the Seven Nemeses of Opinion Research. My goal was that the new methodology would solve these issues as well.

The Seven Nemeses are as follows.

1. Pleasing the Researcher

2. Intellectualizing Answers

3. Yea-sayers and Nay-sayers

4. Order Bias

5. Respondent Fatigue

6. Inattentive Respondents

7. Outliers

My next two articles will be published on the Wine Industry Network on Dec. 20th and Jan. 3rd. These articles will delve into each of these pitfalls and how label Analytics’ methodology solves each one.

If you want to learn more or discuss how Label Analytics bigger split testing services can help you develop and select highly-effective wine labels – please feel free to email me:

Avoiding Wine Label Redesign Failures -- How to Split Test Your Way to Highly-Effective Wine Labels
29 November, 2018

Announcing: "The Biggest Wine Label Split Testing Deal Ever Offered"

It is common knowledge that over half of wine label redesigns have historically proven to have a negative impact on the brand and only 10% of redesigns delivers a significant sales impact. **

For the past 3 1/2 years, Label Analytics has been providing comprehensive and customized split testing services that have helped our client wineries shopper-test their way to selecting labels that sell more wine.

For more information click here:



Smarter Store Visits - Sell More Wine with Shopper Sheets
27 June, 2018

Today's wine market has never been more competitive.

When your sales associate meets with an account, they have just a few moments to convince a trade buyer to bring in your product over thousands of others.

Learn how Label Analytics' Shopper Sheets deliver results by engaging trade buyers with shopper response data decks.


Selling wine is tough. Label Analytics is here to help.

Shopper Response Data Gives Wineries the Edge In an Often Cutthroat Business
19 June, 2018

BOCA RATON, Fla.June 19, 2018 /PRNewswire/ -- Label Analytics, a data company operating exclusively in the wine industry, is dramatically changing how wine producers sell to trade buyers by harnessing the power of feedback from real wine shoppers. In the cutthroat world of wine sales, sales associates have mere moments with trade buyers to convince them to place their brand over thousands of other available options.

Example of Label Analytics' Wine Shopper Response Deck (Sales Sheet)

Any winery or wine importer selling wine to the consuming public must overcome two formidable obstacles: trade buyers who only buy wines they believe they can successfully resell, and retail shoppers who frequently make purchasing decisions based primarily on their first-impression responses to the hundreds of available wine bottles displayed.

Label Analytics has developed a patented process to bridge the communication gap between wine producers and trade buyers. Knowing that U.S. wine trade buyers demand cold, hard data to back up their purchase decisions, the company created a series of comprehensive tests of shoppers' reactions to wine bottle labels in virtual shelf studies.

The company's proprietary system aggregates over five-hundred shopper responses regarding a product's memorability, price impression, likelihood to purchase, and other factors. This shopper response data is further segmented by gender, generation, and other wine purchaser classifications to compare the client's product to competitive brands in the specific varietal.

Label Analytics then creates customized, data-driven Wine Shopper Response Decks that the winery's sales associates can use to help trade buyers gauge how well their product will sell against established brands already displayed on the retailers' shelves.

"Based on our work with wine and grocery retailers we have learned that trade buyers love data that will help them make sales," commented John Lawlor, CEO of Label Analytics. "So, we empower wineries with real, digestible, relevant data about their packaging's effectiveness, and provide powerful information that can give them an edge over their competition. A single piece of shopper response information can be the difference between closing a sale or losing out to a competitor. Label Analytics' mission is to enable wineries to sell more wine at retail."

About Label Analytics LLC: Label Analytics is a performance-based sales and demand generation company for the U.S. wine trade. To learn how this unique, certified shopper response data turns sales presentations into retail success stories, visit or email to schedule a free consultation.

SOURCE Label Analytics LLC

Related Links

How to learn more about the Three Components of Wine Selling
14 June, 2018

The People Bringing Big Data to Wine
21 November, 2017

Label Analytics price sensitivity chart sample 

The People Bringing Big Data to Wine ||  November 17, 2017 / by Olivia Schonewise

The wine industry has an annual $220 billion economic impact in the United States. The Big Data Analytics Market is worth $203 billion.

Yet the terms "big data" and "wine industry" are rarely used in the same paragraphs, let alone the same sentences. Why is that?

This is the question that Don White and John Lawlor set out to answer when they founded Label Analytics. In just three short years they've done something seemingly impossible; brought big data to wine. 

Read more »

Is There a Bold, Bizarre, Daring, Macabre, Weird or Wacky Wine Label Design In Your Future?
02 May, 2016

In recent years, the wine business has seen an increasing number of unconventional label designs – bold, bizarre, daring, macabre, weird or wacky designs – that push the envelope. It seems some wineries have tried to out-do others to create even more daring labels. Wine authors and reporters seem impressed with the creativity.

“How do wine shoppers respond to unconventional labels? What are the patterns across demographic and wine practice segments?”

For one answer to that question, we worked with Katie Kelly Bell of to test labels she featured in her July 2015 article – Coolest Labels of 2015.



Five of Katie’s fifteen labels were judged to be unconventional by “push the envelope” standard.


Those five labels were tested in a Real Picture Research study among 400+ US wine drinkers and compared to a shelfscape (1) reference set of over 360 retail labels evaluated in earlier Real Picture Research studies.

The reference set labels were chosen as representative of the range of design styles in the market: traditional, contemporary and unconventional.


Consumers across all demographics, Millennials to Boomers, frequent to occasional wine drinkers are almost uniformly impressed with all five labels for grabbing shelf attention and memorability.

Shelf attention for all respondents is higher than 88 to 90 percent of reference set labels while memorability is higher than 77 to 88 percent of reference set labels.


The high sales indicator scores carried through to purchase interest (2). Across demographic groups, males show more interest than females in purchasing these unconventional labels – higher than 72 percent of reference labels for males vs 58 percent for females.

Older Millennials and GenXers showed the highest purchase interest, higher than 65 percent of reference set labels. Yet, Younger Millennials and Boomers still show purchase interest above 50 percent of reference set labels.


The greatest difference across groups was driven by usual purchase price.

Among consumers who usually buy bottles above $15, purchase interest was higher than 70 to 79 percent of reference labels. Even among consumers who usually purchase bottles under $15, purchase interest was higher than 35% of other labels. 35% is a high purchase interest when the retail price is more than twice the typical price range for the consumer.


Interestingly, neither under $15 nor over $15 purchasers have high price impressions (3) for these labels. Both groups think the price would be $10.00 to $15.00, yet they are sufficiently intrigued with the unconventional labels that many indicate purchase interest for $20, $25, $40, $60 brands.

Possible Action

How should wineries apply these insights? Is it time for more wineries to up the unconventional content of their labels? First, we should point out that this report covers just five labels judged by a wine writer as “cool”.  Also, it is important to note that “unconventional” is not a uniform group.  Authors often include – bold, bizarre, daring, macabre, unusual, weird or wacky designs – in this “push the envelope” group of labels.

Based on this small sample, scary and macabre appeal more to men while wacky appeals more to women. Yet, taken as a group these five labels from the Coolest 2015 Labels article all tested well above average for shelf attention, memorability and purchase interest.

As a closing point, these five labels strongly suggest this is not just a Millennial trend. GenXers and Boomers show strong interest in these labels as well, in some cases stronger than Young Millennials.

Our suggestion, from those of us at Real Picture Research, is if you are comfortable with an unconventional label as the face of your brand, you may strike gold by directing your label designer to develop some more bold, bizarre, daring, macabre, unusual, weird or wacky designs in your next label design program. We suggest you develop a range of designs from conventional to unconventional then test those design alternatives with wine buying consumers to see which labels fall flat and which strike gold. You might be surprised with which labels wine buyers respond to.

(1) shelfscape: the term we apply to the landscape of competitive brands on the retail shelf that compete for wine buyer attention.

(2) Purchase Interest: Real Picture Research Label studies measure wine buyer interest in purchasing a brand for “themselves and their friends” before the retail price is revealed and again with the retail price. Purchase interest reported here is the second measure when the respondent knows the retail price.

(3) Price Impression: The respondent’s first impression estimate of what they think the price will be at retail based on the look of the label before any retail prices are revealed.

Title Name Email Phone
CEO John 888-825-6953 Ext (700)
CRO Don 888-825-6953 Ext (710)
Label Analytics Product Lines 2019
Label Analytics has expanded its product lines for 2019 to cover all stages of wine label and packaging development. At Label Analytics we measure five steps of the wine shopper purchase decision in hundreds of label tests each year. We take the guesswork out of what attracts shoppers.