Abstract

The wine industry’s competitive nature relies on visual marketing to shape consumer choices. This study examines how communication regarding selective breeding for disease resistant grapes on wine bottle labels influences consumer opinion. Via focus groups we explored consumer attitudes of both Emerging and Experienced Wine Enthusiasts. Experienced Wine Enthusiasts prefer detailed, transparent information about grape varietals and production methods, valuing authenticity and clarity. In contrast, Emerging Wine Enthusiasts, who are less familiar with wine, are more influenced by design and visual appeal. Sustainability, including eco-friendly practices and certifications, also impact evoke a positive attitude. While some consumers in both groups are enthusiastic about terms like “sustainable” and “chemical-free,” others are skeptical. To balance simplicity and detail, incorporating QR codes for additional information is recommended. The study highlights the need for high-quality, transparent labels that communicate both quality and sustainability. Future research should explore broader quantitative studies to gauge national and global opinions and the effects of information overload in bottle label communication. This study offers insights into optimizing wine bottle labels to enhance consumer engagement and support a more sustainable wine market.

Keywords: marketing, wine, ELM, TPB, labeling, selective breeding, public opinion

How to Cite:

Steede, G. M., Yue, C., Gallardo, R. K. & Parasuram, U., (2026) “Communicating Viticultural Innovation: How Wine Labels Influence Enthusiasts’ Views of Disease Resistance”, Journal of Applied Communications 110(1). doi: https://doi.org/10.4148/jac.20844