In addition to being a foundational element of society, “Family” also turns out to be an iconic marketing theme. This is perhaps no more so than in the wine industry where the “family winery” or “family estate” seems so omnipresent among wine brands. In fact, a quick Google search for “family winery” yields 1.7M results — Clif Family, Benziger Family, Mayo Family…
We decided to look at this theme using LabelVision, ShipCompliant’s online tool that allows searches and monitoring of label approvals going back to 1995.
Since 1995, 5.8% of all wine labels approved have had the word “family” associated with it, whether as part of the brand name or located somewhere on the back label. That’s over 74,000 approved labels with “family” located on it somewhere.
But then we started wondering about the WHOLE FAMILY. Of the 1.2 million wine labels approved since 1995 we found that some members of the family are more popular with wine brand owners than others.
It’s pretty clear that at least where wine labels are concerned, Dad, Mom and Grandfather are getting lots more love than the cousins.
One thing we should point out about the 73,000 wine labels approved since 1995 with the word “family” included in the label is that this only includes a search for the English spelling of family and does not include use of the word family written in another language. Were we to look for the words “Famille”, “Familia” or “Famiglia” and other common translations we found over 77,000 approved labels.
ShipCompliant’s LabelVision Tool allows user to identify keywords and receive an email alert whenever that keyword shows up on a new label approval, making this addition to our product line up critical for those looking to protect trademarks. However, as you can see from our investigation of the family, LabelVision is also capable of helping researchers delve into numerous marketing trends.