The Drinks Business – Capsules influence wine purchase decisions, shows ‘neuromarketing’ study
In The Drinks Business, Sarah Neish reports on a new neuromarketing study by SenseCatch (commissioned by capsule manufacturer Crealis) that reveals just how much a wine capsule can sway consumer perception. Using eye-tracking and biometric analysis, the study found that nine out of ten shoppers prefer bottles with capsules, perceiving them as higher-value and more flavorful. Texture, shine, and color all play measurable roles in emotional response—and when the capsule design harmonizes with the label, brand recall increases sharply.
I find this odd because I wish all capsules would be eliminated. And don’t get me started on wax capsules. But that’s just me.
From the Article:
Test subjects were 30 consumers aged 25 to 50, all of whom described themselves as “decision-makers” in their household when it comes to buying wine. A simulated wine aisle was set up for participants to peruse bottles of red, white and sparkling wine (all fictitious brands), with some of the bottles sporting capsules and foils, and some without. As well as the technological monitoring, participants also underwent interviews and tastings to glean their opinions about the importance of a capsule.
According to SenseCatch, 90% of the information transferred to the human brain is “visual”, and the biggest finding from the study is that nine in 10 participants preferred bottles fitted with a capsule.
Nikkei Asia – Japanese Wine — Not French — Is Latest Fashion For Japan Vintners
In Nikkei Asia, Yurika Yoneda reports that major beverage companies Suntory and Kirin Holdings are doubling down on Japanese wine made exclusively from domestic grapes, signaling a cultural shift away from imported French styles. Suntory has invested ¥700 million ($4.6 million) in a new three-story fermentation facility at its Tominooka Winery in Kofu, designed for small-batch vinification across 50 vineyard plots. The upgrade supports higher-end wines that express terroir, aiming to position “Japanese wine” as globally recognized—just as Japanese whisky once did. And maybe there is something to that, from the article:
In September, an award ceremony was held for the International Wine Challenge, an annual competition. There, the Japanese wine “Chateau Mercian Iwade Koshu Kiiroka Cuvee Ueno 2023” won a Gold Medal and a separate Trophy award, which marked the first time a Japanese Koshu wine earned that prize. Produced by Japan’s Mercian, a unit of Kirin Holdings, the wine is made from the Koshu grape, a variety native to Yamanashi.
The Drinks Business – Wine Takes A Bigger Slice Of Thailand’s Beverage Market
In The Drinks Business, Eloise Feilden reports that wine and white spirits are gaining share in Thailand’s beverage market as beer and whisky imports contract, according to new IWSR data. Thailand’s expanding tourism industry and a thriving on-trade have created opportunities for global drinks brands. Total beverage alcohol volumes grew 2% in 2024, but category dynamics are shifting: wine is maturing, white spirits are booming in cocktail bars, and whisky is losing favor. From the Article:
Past free trade agreements have given Chilean and Australian wine a leg up in Thailand. But the new tax cut has particularly benefitted US and Italian wines. Consumption of Italian wine grew by 9% during 2024, ahead of New Zealand (+7%), Australia (+3%) and Chile (+1%).
“Thai consumers are increasingly favouring wine over spirits – especially over brown spirits – for its perceived health benefits and lower intoxication levels,” said Teng. “Wine is seen as ‘age-defying’ and healthier, especially among women and urban professionals.
VinePair – Pink Chardonnay Added as Eighth Official Champagne Grape
In VinePair, Olivia White reports that the Comité Champagne — the joint trade organization representing growers and producers in the Champagne region — officially approved the use of Pink Chardonnay in Champagne production. This makes it the eighth approved variety under the Champagne appellation specifications. From the Article:
“Historically, the Champagne appellation has been based on three main grape varieties: Chardonnay, Pinot Noir, and Pinot Meunier,” the organization remarked in the release. “The inclusion of Chardonnay Rose in the specifications underscores Champagne’s commitment to genetic diversity, its plant heritage, and its ability to adapt to climate challenges.”
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