When Art Inspires Wine Label Strategy: An Exploration of French Winemakers’ Perceptions

The use of a strategy involving original or atypical labels for prestige wines has shown its relevance in numerous studies. However, the implementation of an artification strategy in particular has rarely been addressed for wines, particularly those with an entry and mid-range positioning. Moreover, few studies have questioned professionals in the sector about the use of such a strategy. Consequently, the authors carried-out an exploratory study with 13 winemakers in order to gain a better understanding of the effects of this strategy on their entry and mid-range wines. This research reveals the winemakers' perception of the multiple benefits and risks inherent in the use of artification for wine labels . The study provides managerial recommendations for these professionals and suggests avenues for future research.