It is often said that more than anywhere else, labelling plays an essential role in the Chinese wine market. John Jewell of John Jewell Design has a finger on the pulse of the market, so we asked him what’s trending.
“Incredibly important for millennial buyers, the Crazy Craft designs are the leader in the UK, China and Australia at the moment. The key buyers are going to be females, 32-36 years old.
It’s very unusual here, the wine marketers, being traditional, often don’t understand this, but the buyers do. And people who have been here at the show for three days are starting to realise that this is what they want. The other trending style is just a flash of colour – an image on the front, with no text whatsoever. If you don’t have a label in that range, people think you’re old fashioned. Typographic labels and high finishes on good quality paper stock are also.