Assessing the nexus of label content and consumer reviews: insights from premium wines on Vivino

Abstract

Purpose This study aims to explore the relationship between wine label content and consumer reviews on Vivino, focusing on how label information compares to consumer perceptions and purchase decisions. Design/methodology/approach The research uses text mining, image mining and topic modeling techniques to analyze a data set of 444 highly rated Portuguese wines and 993,945 consumer reviews from Vivino. It examines the overlap between topics discussed in consumer reviews and the information provided on wine labels. Findings The findings reveal that wine labels have a limited similarity with consumer reviews. While consumer reviews primarily emphasize sensory characteristics like fruitiness and tannins, wine labels focus more on descriptive and technical information. Originality/value This research provides new insights into the dynamic relationship between wine labeling and consumer behavior. By analyzing the alignment between traditional wine labels and online consumer reviews, the study offers valuable implications for wineries seeking to optimize label design to match consumer preferences, particularly sensory attributes better. This study extends existing research and highlights critical gaps in how wine labels convey essential sensory information to consumers.

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