Wine exporters wanting to break into the Chinese market should provide labelling that helps give consumer "reassurance",  according to research by Wine Intelligence.

According to its inaugural China Label Report, the more funky, modern wine labelling tended to be treated with caution by respondents, as many consumers still struggle to interpret some of the wine terms written on the labels.

The research was conducted in conjunction with wine label designers Amphora, and tested eight styles of label, as well as conducting in-depth interviews with a sample of 40 upper-middle class Chinese consumers from Beijing and Shanghai who drink imported wine regularly.

It found the overriding need among consumers was for reassurance, which correlated with consumers’ perceptions of how sophisticated and traditional the label looked.

It showed that while Chinese wine consumers may still revere traditional labels on the wines they buy, they are also open to more contemporary interpretations.

Elegant contemporary designs that incorporate some of the traditional cues of simple line drawings and landscapes, with more white space and modern typefaces, proved popular with respondents.

Jenny Li, author of the report, said: “The key thing to understand about wine labelling in China is the importance of the initial visual impression. This is a culture that is closely tuned to visual symbols and, in any case, the wording on the front label is often unintelligible to all but the most sophisticated wine consumer.

"To succeed in China, brand owners will need to understand very clearly the visual impression their wine gives through its label design and use that information to build their brand story more effectively.”