LIONS AND TIGERS AND BEARS, OH MY

As winemakers around the world struggle to make their brand noticeable on shelves, more and more are using “critter labels” to grab consumers’ attention, following in the footsteps of Yellow Tail. Kangaroos, penguins and crocodiles are just a few of the cuddly creatures adorning the hundreds of modern wine labels. According to ACNielsen, 77 – or 18% - of the 438 new Table Wine brands with sustained consumer sales introduced in the past three years have “critter labels.” In combination with existing critter labels, sales of critter-branded wine have reached over $600 million while new critter brands alone accumulated $74 million. The new and existing critter labeled brands already among the Top 125 Table Wines accounts for almost 15% of Table Wine Category Sales in Food Stores and outsell non-critter brands more than 2.5 to 1. Critter wine has greatly helped the already thriving Table Wine industry by accounting for more than 1/3 or $139 million of the $400 million increase in 2005 as compared to 2004. However, the report points out that animal labels are only one aspect of the brand’s image. Critter labels tend to be priced at a slight premium – about 5% - as compared to traditional table wine, but are sold more on promotion and in particular displays than the rest of the category. Danny Brager, vice president of ACNielsen’s Beverage Alcohol Team, said, “While placing a critter on a label doesn’t guarantee success, it is important that wine makers realize that there is a segment of consumer who don’t want to have to take wine too seriously.”