Nine in Ten Wine Shoppers Choose Bottles With Capsules, Neuromarketing Study Finds

A recent study using neuromarketing techniques has found that wine capsules play a significant role in influencing consumer purchase decisions. The research, conducted by the firm SenseCatch for closures company Crealis, involved 30 participants between the ages of 25 and 50. All participants identified themselves as the primary decision-makers for wine purchases in their households. The study took place in a simulated wine aisle, where participants browsed bottles of red, white, and sparkling wine from fictitious brands. Some bottles featured capsules and foils, while others did not.

Researchers used advanced technology, including eye-tracking and biometric sensors, to monitor participants’ reactions as they selected bottles. The study also included interviews and tastings to gather more detailed feedback on the importance of capsules. According to SenseCatch, visual information accounts for 90% of the data processed by the human brain. The results showed that nine out of ten participants preferred bottles with capsules. The presence of a capsule influenced their perception of the wine’s value and price, with many assuming that bottles with capsules were more expensive.

During tastings, participants also showed a subconscious preference for wines sealed with capsules. They described these wines as having a more pleasant and persistent flavor compared to those without capsules. Biometric data revealed that factors such as the texture, shine, color, and personalization of the capsule affected consumers’ emotional responses. Handling a bottle with a capsule further increased this emotional attachment.

The study highlighted the importance of cohesion between the capsule and the front label. When the design of the capsule matched the label, participants were more likely to recognize and remember the brand. Colored or metallic capsules acted as visual magnets, drawing more attention from shoppers. Capsules with personalized branding increased perceptions of premium quality, differentiation, and desirability.

SenseCatch concluded that capsules are more than just decorative elements. They serve as tools for selectivity, perceived value, and emotional engagement. Isabelle Gruard, group marketing and communications director at Crealis, said the findings show that every detail matters in wine marketing, and the capsule is a key element in shaping consumer choices. The study suggests that wineries looking to stand out on crowded shelves should pay close attention to the design and integration of their bottle capsules.