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Wine Packaging and the Impact on Sales

Dec 06, 2022

Our panel discussed the various ways in which packaging can affect customer choice and, more specifically, how labelling can influence a consumer’s perception of the brands they encounter in a retail scenario. The conversation included everything from the hard market data on how certain words affect the perception of value, through to the more subjective study of some of South Africa’s wine branding successes over the years. Finally, we tackled the cutthroat world of in-store merchandising, and how the constraints of retail environments should affect design considerations.


  • Dr Jonathan Steyn - Researcher and Convenor of Wine Business at the University of Cape Town's Graduate School of Business

  • Rob Gower - Woolworths Senior Wine Buyer and WineMag Label Awards Judge

  • Brad Gold - Branding Specialist and Founder of Golden Ratio Marketing Solutions

  • Ankia Niemann - Head of Marketing and Sales at Robertson Winery


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