Wines with animal labels offer better value for money than those without, new study finds

A recent study has analyzed the value for money of wines based on the animal featured on their label, offering new insight into how consumers might choose a bottle. The research, conducted by journalists Fox Meyer and Jan Diehm for The Pudding, used artificial intelligence to determine whether the presence of animals on wine labels can help buyers identify better deals. Their investigation focused not only on finding good or affordable wines but also on identifying those that stand out for offering above-average ratings at average or below-average prices.

The study began by collecting data from Vivino, a popular wine rating platform, and using ChatGPT Vision to categorize nearly 1,500 wines with animal imagery on their labels. The wines were sorted into 16 groups based on the type of animal depicted, including categories such as amphibians and reptiles, bears, birds, insects, canines, felines, livestock, deer, fish, horses, and even mythical creatures.

The researchers first calculated the average price for each animal group. Wines featuring amphibians and reptiles had the highest average price at $39.97 per bottle. Other expensive categories included felines at $38.43, mythical creatures at $34.99, and bears at $31.55. Despite these high-priced examples, wines with animals on their labels were generally slightly cheaper than those without—averaging $26.99 compared to nearly $30 for all wines in the database.

Quality was also assessed using Vivino’s five-star rating system. Amphibian and reptile wines scored an average of 3.95 out of 5, below the overall average of 4.0. In contrast, bottles featuring bears, felines, and mythical creatures all achieved an average score of 4.1.

One key finding from Meyer and Diehm’s analysis is that animal-labeled bottles tend to offer better value for money than those without animals. On average, they cost less while maintaining similar quality ratings. The authors suggest that choosing a wine with any animal on the label is statistically a better bet than picking one without.

However, not all animals are equal when it comes to value. Wines with farm animals or livestock tended to have lower prices and ratings compared to those featuring animals commonly found in heraldic crests—such as lions or eagles—which were among the most expensive and highly rated.

To pinpoint which animal offers the best value for money, the researchers focused on bottles priced under $150. Fish emerged as the clear winner: 24.2% of fish-labeled wines fell into what the study called “magic deals”—wines with both good prices and strong ratings relative to their peers. These bottles averaged $24.99 in price and a rating of 3.9 out of 5, with many reaching four stars or higher.

The report notes that many fish-labeled wines are white varieties often paired with seafood dishes and typically priced lower than reds. This may contribute to their favorable value profile.

Other animal categories showed varying percentages of “good deals.” For example, insect-labeled wines had a 21.4% rate of strong value offerings; birds came in at 16.5%; marine invertebrates at 18.2%; sheep at 19.3%; while reptiles lagged behind at just 5.3%. Bears (13%), felines (9.6%), canines (10%), livestock (13%), deer (6%), horses (13.9%), mythical creatures (15.4%), elephants (8.7%), pigs (10.7%), and rabbits (12%) filled out the rest of the list.

The trend toward animal-themed wine labels is not new but has become more prominent in recent years as producers seek ways to stand out in a crowded market. According to previous academic studies cited by Science Daily in 2008, nearly one in five table wine brands launched over a three-year period featured an animal on the label.

While choosing wine based solely on label art may seem unorthodox, this study suggests there is some logic behind it—at least when it comes to finding good value for money. For now, consumers looking for a reliable deal might do well to keep an eye out for bottles featuring fish or other animals known for delivering both quality and affordability.

The research was published online earlier this year and has sparked discussion among wine enthusiasts about how much label design influences purchasing decisions—and whether it can be used as a practical guide for everyday buyers navigating store shelves across the United States and beyond.