What's in a name when you buy wine?

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Go to buy wine from your local wine merchants and, unless you know what you're looking for, it can be a daunting prospect.

Most wine merchants arrange their stores by region first - and the same is often true when you buy wine online - so your first decision is whether to buy from France, Europe, South America, Oceania, North America, Africa or elsewhere.

Then you have to choose a grape or blend, and this is assuming you're already shopping for a specific colour...

All of this makes the labels on the bottles important, and while they should all offer certain fundamental information like how many units of alcohol are in the bottle, its strength as a percentage, and so on, there is also a marketing message to be conveyed.

For example, a sleek and elegant label with imagery of vineyards is a good option as an all-rounder, for formal and informal occasions alike - but industry analysts Wine Intelligence warn that this is the most common type of label design, meaning wines can get lost in the crowd.

Meanwhile, for younger buyers, stand-out labels typically combine quirkier graphics, such as animals, with witty or pun-based brand names, helping to cater for the less formal events many customers in this age group are shopping for.

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