The Value of Semantics in Food and Wine Labeling: Research on Italian Wine Consumers

Semantics studies have been experiencing an ever-growing utilization and application in packaging, product labeling and, more broadly, in marketing strategies. Considering the food and wine sector, existing research on semantics application in labeling confirms its worth in influencing consumers’ perception of products. In this sense, it is a fundamental tool for managers to communicate the value of their brands. Nevertheless, further studies are still needed to understand how the visual aspects of the packaging generate the desired meanings among consumers, especially in Italy. The paper intends to fill this gap by applying a semiotic approach to study Italian wine consumers. Specifically, a close-ended questionnaire, with a free word association segment focused on the values perceived by consumers when looking at four digitally crafted wine bottle front labels, was utilized. Although the results show some discrepancies from current studies, this paper points out that the existing literature on the topic seems comprehensively applicable to Italian consumers. However, given the exploratory nature of the study, it would be necessary to extend the number of respondents to further validate the results obtained.