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Nine out of ten buyers prefer wine bottles with capsules and rate the wines as higher quality than others. This is shown by a neuromarketing study that examined the 'emotional influence' of bottle capsules on consumers' purchasing decisions, reports the industry magazine Drinks Business.
The study was commissioned by the company Crealis, which produces screw caps, sparkling corks, capsules, foils, and agraffes. 30 individuals aged 25 to 30, who identified themselves as decision-makers in their households when it comes to wine purchases, were equipped with technologies such as 'eye-tracking' and 'bio-tracking'. They viewed bottles of fictional brands with red wine, white wine, and sparkling wine in a simulated wine shelf (in the picture). Some bottles were equipped with capsules or foils, while others were not. In addition to technological monitoring, participants were surveyed and tasted some of the wines to determine the influence of the capsules.
It was found that 90 percent of participants preferred the bottles with capsules. They assumed these to be more expensive and of higher quality than the other test wines. The biometric measurements demonstrated how the texture, shine, color, or personalization of a capsule influences a consumer's emotional response to a wine. Colorful or metallic capsules acted like 'visual magnets' and significantly increased the recognition value of a wine. Capsules with elements of brand personalization enhanced the perception of 'premiumization, differentiation, and desirability'. The tastings also showed a tendency towards wines with capsules. They were described as more pleasant and consistent in taste than wines from bottles without capsules. Furthermore, there is a correlation between the design of the label and the capsule, according to the evaluation. If both are well coordinated, it strengthens the brand identity, the study authors write.
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