Wine and Wildlife: An Exploratory Study of the Depiction of Animals on Wine Labels Available in the United States

Wine labels that depict animal imagery could draw on consumers’ interest in wildlife and biodiversity, but this topic has received little attention. We document the frequency of the depiction of animals on a sample of wine labels available in the United States. We found that Johnson et al. Journal of Food Distribution Research November 2022 41 Volume 53, Issue 3 animals were depicted on 16.7% of labels overall. Birds and mammals were the most commonly depicted animals, and certain types of birds, especially hawks, eagles, owls, ducks, and birds in the crow family, were especially common. We suggest that animal depictions on wine labels could communicate environmental values attractive to consumers

带有动物形象的葡萄酒酒标，可依托消费者对野生动物及生物多样性的关注偏好进行设计，但目前该领域的研究仍相对不足。本研究针对美国市场在售的葡萄酒酒标样本，统计了其上动物形象的出现频次。研究结果显示，总体而言有16.7%的酒标印有动物形象，该数据引自Johnson等人于2022年11月发表于《食品分销研究期刊》(Journal of Food Distribution Research)第53卷第3期第41页的研究成果。鸟类与哺乳类是最常被采用的动物形象类别，其中特定鸟类尤为常见，包括鹰、雕、猫头鹰、鸭类以及鸦科鸟类等。本研究认为，葡萄酒酒标上的动物形象，可传递出能够吸引消费者的环保价值理念。