What Portuguese consumers care about when buying wine. How important is the design of the bottle?

In recent years, the Portuguese market has seen the launch of many new wine brands with novel designs that differ from the traditional products. However, there is not enough information about how the design of the wine bottle influences the brand selection process, nor about which segment of consumers most values this design as a purchasing criterion. In order to enhance the knowledge on this subject, a survey has been conducted on a sample of 437 wine buyers. The results show that taste, aroma and price are the most important criteria, while aspects related to design are less valued. Even so, three different segments of consumers can be identified, with the segment seeking value for money placing the most importance on the design of the wine bottle.