06/09/2005 - 22:00

Labels line up to show their best qualities

06/09/2005 - 22:00

Bookmark

Save articles for future reference.

As the wine awards shows get closer, winemakers are increasingly reminded of the financial incentives involved with success.

Labels line up to show their best qualities

As the wine awards shows get closer, winemakers are increasingly reminded of the financial incentives involved with success.

The recently held Sheraton Awards may be one of the biggest but they are joined by a host of others, many scheduled for the next couple of weeks.

Judging for The Perth Royal Wine Show has just commenced with results expected soon. The Perth Swan Valley Wine Show is to be held from September 16 to 18 at The Vines Resort and is another show that commands significant clout in local wine circles.

And, on September 25, The West Australian Great Southern Wine Festival will be held at Plantagenet Wines in Mt Barker.

Success at events such as these carries with it more than just the respect and admiration of industry peers.

For winemakers competing in a competitive domestic market, the opportunity to display show success on labels is a significant advantage.

Research has shown wine consumers are increasingly more likely to purchase wine whose label bears medals or the indication of show success.

This marketing power of such labels prompted some consumers to fashion faux medals – either displaying a comical or fictitious award category – in an effort to capture consumers’ attention.

The tactics forced the industry’s hand and this year the Winemakers’ Federation of Australia released a code of practice for the display of awards.

The rules prohibit producers from using medals, stickers or symbols to mislead the public as to a wine’s success at a wine show or awards circuit.

In an effort to protect the integrity of individual results and winners, strict guidelines are further enforceable for the application of medals on labels.

STANDING BY BUSINESS. TRUSTED BY BUSINESS.

Subscription Options