wine marketing in 3 seconds (or less)

On May 3rd, writing in his blog Gaping Void , marketer and thinker Hugh MacLeod turned his attention on wine marketing. He sets out the major challenge facing wineries (and their marketing departments): the bottle and label have to tell a story in 3 seconds or less.

If the wine isn't saying anything, it won't get noticed.

Further on, in the comments section of the post, is the interesting statistic that if a customer picks up a bottle to read the backlabel, the bottle has a 50% chance of getting bought.

So how does a wine get noticed? Of course, shelf position, a shelf talker that reads "92 points!" or a strobe light might help, but its the bottle and the front label telling a story that gets it noticed in the first place.