In recent years, the landscape of single malts has undergone a significant transformation, with American single malt whiskeys emerging as a burgeoning category. Traditionally dominated by Scottish distilleries, the single malt scene is now witnessing a spirited competition from innovative American producers who are bringing unique flavors and craftsmanship to the table. This exciting development raises intriguing questions such as how label design can impact consumer perceptions of single malt’s flavor and price, and how it may impact their willingness to purchase a spirit in this new category.
My company, SIP Spirits Consulting, recently conducted an online survey of more than 500 whiskey drinkers to better understand the intersection of aesthetic design and consumer psychology, exploring how elements such as typography, design layout, imagery, and overall label aesthetic influence perceptions. Can a well-designed label enhance the perceived quality and flavor of the whiskey inside? Does it affect the perceived value and justify a higher price point? Most importantly, does it sway the consumer’s decision to purchase?
By examining these aspects, the recent study we conducted aims to provide valuable insights for distilleries, marketers, and designers looking to understand and leverage the power of label design in the growing market of single malt whiskeys.We found that, as American single malt whiskeys carve out their niche in a competitive market, the visual appeal of their labels plays a crucial role in attracting and retaining consumers.
Study Overview and Participant Demographics
An online survey was conducted by SIP Spirits Consulting from June 14 to June 28, 2024, entitled the “Whisky Label Survey,” which asked respondents to answer a series of qualitative and quantitative questions based on their visual perceptions of a series of four whiskey bottle labels. The designs were created based on a fictional distillery called “Hill & Valley Distillery.” The intention was to showcase a nod to Scotch producers, as many Scottish distilleries incorporate the Gaelic terms for hill (“ben”) or valley (“glen”) into their names, but without sounding overtly Scottish so as to be clear that the fictional brand was not a Scottish-based distillery.
A total of 563 respondents’ submissions were validated and used in the analysis and results of the label design perception section of the survey, with results being cross-sectioned based on gender, age, self-appointed experience level with whiskey, and frequency of consumption of whiskey.
The total breakdown of respondents can be seen in Figure 1.
Bottle Design Archetypes
All four bottle labels were created using just black, white, and grayscale palettes with gold accents, and the labels were mocked-up on bottles of the same shape and size. While the information presented to respondents on the labels was largely the same, what differed were the fonts, layouts, and label aesthetics as can be seen in Figure 2.
The hypothesis that we sought to substantiate was that whiskey bottle labels, when presenting the same information, will significantly affect consumers’ perceptions of the whiskey’s flavor profile, price point perception, willingness to purchase, and occasion for consumption depending on the design style of the label.
It is evident that whiskey label designs come in a vast array of styles; however, for the purposes of our study, the labels were based on four common categories of design aesthetic:
Label 1: Classic/Traditional – A whiskey label that evokes
a sense of history, tradition, and prestige
Label 2: Bold Minimalist – A label with clean lines, simple
typography, and a sleek, uncluttered design, emph
sizing elegance and sophistication with minimal
visual elements
Label 3: Artists Range – A label that uses abstract art and
design to evoke creativity and a sense of place
Label 4: Modern Victorian – A label that blends ornate,
vintage-inspired typography and intricate design
elements with contemporary touches, creating a
sophisticated and nostalgic aesthetic
To validate that the designs matched these descriptions, we asked respondents to qualitatively describe their first impressions of each of the mocked-up bottles. The bottle label design intentions and descriptions (as noted previously) were not provided to respondents, as we did not want to influence their perceptions. However, the resulting responses in the survey were largely aligned with our label design intentions. (See figure 3).
Occasion for Purchase Insights
Whiskey bottle labels act as the first point of contact between the product and potential buyers, conveying essential information about the whiskey’s character, quality, and intended experience. Through strategic use of design elements, the visual storytelling not only attracts attention but also suggests suitable occasions for consumption, such as celebrations, relaxing evenings, or sophisticated gatherings.
In the study, we sought to understand if whiskey label perceptions impact the occasion for purchase. We asked respondents what the occasion would be to purchase each bottle of single malt whiskey, and they were able to select all options that applied from the following eight:
To drink with dinner (or a meal)
- To drink while unwinding
- To drink while watching TV (movie, sports, etc.)
- To give as a gift
- To bring to a social occasion
- To pair with a cigar
- To open for a celebratory occasion
- I wouldn’t buy it
To reiterate, there were no tasting notes or price points provided for these mocked-up bottles, and yet the resulting selections for each bottle were different. For instance, Label 1: Classic/Traditional had the highest proportion of respondents select it to give as a gift, for social occasions/while hosting, to pair with a cigar, and to open for a celebratory occasion. Label 2: Bold Minimalist had the highest proportion of respondents select it to drink with dinner, to drink while unwinding (tied with Label 3), and to drink while watching TV (movie, sports etc.).
In addition, when looking at respondents that selected “I wouldn’t buy it,” there was a significant discrepancy amongst the four labels. Only 6.0% selected this option for Label 1, 17.8% selected this option for Label 2, 16.5% selected this option for Label 3, and 22.6% of respondents selected this option for Label 4.
Figure 4 breaks down the specific preferences. Ultimately, this tells us that by strategizing about occasion for use first, distilleries can effectively shape consumer perceptions, enhancing the appeal and perceived value of their whiskey, ultimately driving purchase decisions and brand loyalty.
Single Malt Flavor Perception Results
Whiskey bottle labels play a crucial role in shaping consumer expectations and minimizing cognitive dissonance, which in turn reduces the likelihood of buyer’s remorse. By subconsciously conveying the taste of the whiskey through visual cues, such as typography and imagery, labels help align the product’s presentation with the consumer’s anticipated experience.
This alignment ensures that the sensory expectations set by the label match the actual taste of the whiskey, creating a harmonious and satisfying experience. When expectations are met, it minimizes the mental discomfort associated with cognitive dissonance, where the consumer’s beliefs and reality clash. Thus, effective label design not only attracts buyers but also reinforces their satisfaction and confidence in their purchase, leading to a positive and cohesive brand experience.
To effectively assess participants’ flavor perceptions, we utilized revised categories from the Flavor Camp Tasting System: Whisk(e) y Edition. Respondents were asked “based on the label, choose the flavor camp(s) that you believe this whisky would possess (choose a maximum of three)” with the following nine groupings as well as an option to input additional flavor perceptions not included in figure 5.
As formerly discussed, all four of the label designs presented the same information to participants: the whiskey was labeled as a single malt (origin not disclosed), made from 6-row (malted) barley and pure limestone mineral water, aged 10 years (in undisclosed barrels), and bottled at 46.3% ABV.
Despite having the same information on the labels, the perceived flavor profiles were all different based on the total results. What’s most interesting, though, is that a deeper analysis into the individual market segments further revealed that these perceptions were fairly universal. In other words, regardless of gender, age, level of whiskey knowledge, or frequency of consumption, all respondents across all demographic, behavioral, and psychographic market segments were aligned with these results. (See figure 6).
Willingness to Purchase Results
The question, “based on the label, would you consider purchasing this bottle (assuming it’s in your price range)?” reveals intriguing insights into consumer behavior and the significant influence of product presentation. Examining responses to this query highlights how visual elements and design cues on a whiskey label can shape purchase intentions, even before price considerations come into play. The findings underscore the critical role that packaging aesthetics play in creating first impressions, setting expectations, and ultimately driving purchasing decisions. By analyzing these responses, brands can better understand the elements that resonate with consumers, enhancing their ability to craft labels that not only attract attention but also compel action.
As is evident in Figure 7, there is a large differential on the willingness to purchase based simply on the bottle’s label. For the highest likelihood of willingness to purchase, over 80% of respondents said they would purchase a bottle with a classic/traditional design, whereas only 54% said they would be willing to purchase the bottle with the modern Victorian design.
Price Perceptions
When pricing a whiskey, it is essential to consider the costs of production and the duration of maturation, as these factors significantly influence the final price. However, beyond these tangible aspects, the design of the whiskey label also plays a crucial role in conveying the expected price point to consumers.
A well-crafted label can suggest luxury, exclusivity, or craftsmanship, subtly communicating the product’s value and justifying its cost — or, contrastingly, can convey approachability and value. Thus, understanding what types of labels subconsciously align with different price thresholds is vital.
I should note that the majority of respondents were based in Canada, and therefore the absolute perception of price may not be accurate to the average pricing of single malt whiskeys in the U.S.; however, the results still demonstrate that, with all production information the same across the four labels, the designs have impacted the perceptions of price by respondents.
Remember that these pricing results are based on a mocked-up 10-year-old single malt from an undisclosed country. What this demonstrates is that, if a distillery is looking to price their product at a premium, a classic/traditional label design aligns best with this pricing strategy. For value brands (i.e., charging under $50 per bottle), the bold minimalist or modern Victorian designs were perceived to be the lowest-priced bottles overall. Finally the artist range was perceived as mid-tier to premium in price. (See figure 8).
Conclusion and Recommendations
Before a consumer becomes acquainted with a distillery’s brand story, production methods, or the actual taste of their single malt, their initial judgment of the whiskey is heavily influenced by the design of the label. This first impression sets the stage for their expectations, shaping their subconscious perspectives on the anticipated taste, price point, and suitable occasions for purchase. Most notably, this survey demonstrated that there is a way to design labels to communicate the flavor profile of the single malt universally across gender, age, knowledge, and frequency of consumption.
For new single malt producers, establishing a target market based on demographic no longer seems to be the most effective strategy. Instead, there are three questions to ask before designing the product label:
What flavor profile are you trying to achieve?
What price point are you targeting for this product?
What are the main occasions of which your consumers would be purchasing this product and does that align with your pricing strategy?
Based on your answers, you can utilize the best-suited category of label aesthetic — classic/traditional, bold minimalist, artists range, or modern Victorian — to ensure that the labels are thoughtfully aligned with the whiskey’s defining elements to minimize cognitive dissonance. This will create a seamless and satisfying consumer experience from the first glance to the final sip.
