Auburn professor reveals what women want in wine packaging

If you’ve ever stood in front of a shelf packed with wine bottles, trying to decide which one to buy, you’re not alone.

And according to Demi Deng, an assistant professor in the Horst Schulze School of Hospitality Management in Auburn University’s College of Human Sciences, you’re probably doing what most people do first – looking at the labels.

Deng has spent years studying wine, from the vineyards of New Zealand to consumer behavior in the United States. Along the way, she uncovered something many wine lovers might find surprising: the label on a bottle can dramatically influence how you experience what’s inside.

As part of a study, published this year in the International Journal of Hospitality Management and conducted in collaboration with Washington State University, participants were asked to sample the contents of two bottles of wine.

The bottles were identical; the labels, designed by Deng and her colleagues, were not.

When a bottle featured flowers and a traditionally feminine aesthetic, people described the wine’s taste as more fruit-driven. When the label showed a bulldog, participants reported stronger, more oak-driven flavors.

The catch? The wine was the same.

“You see how people can be so easily manipulated just because of the images, even though it’s the same wine we provided for actual tasting,” Deng said.

For Deng, these findings go far beyond wine. They reveal something fascinating about human behavior: our expectations often shape our experiences more than we realize.

From Sichuan to Sauvignon Blanc

Deng’s path into wine research wasn’t exactly planned.

She grew up in China’s Sichuan Province, famous for spicy hot pot and giant pandas, and originally focused her studies on agricultural tourism. Wine entered her life unexpectedly.

While serving as a university ambassador, she attended an international agricultural forum where a visiting university president from California shared a bottle of wine with attendees.

After tasting it and offering her thoughts, she received some surprising advice.

“He said I probably have a very good palate and should choose wine for my future study,” Deng said.

What seemed like a casual comment ended up changing her entire career.

Deng soon pursued wine studies, eventually earning a master’s degree in New Zealand under Cameron Douglas, then the South Pacific’s only master sommelier. During her time, she even served as a sommelier for New Zealand’s prime minister. 

“I was quite fortunate to be involved in some events with the big guys around the world,” Deng said.

For nearly seven years, she immersed herself in every corner of the wine world – from growing grapes and producing wine to studying how consumers perceive and purchase it.

Tasting a different side of the industry

As Deng gained experience, she noticed a pattern. Many highly skilled women in the wine industry weren’t receiving the same recognition as men.

“I was aware of a lot of very talented women winemakers,” Deng said. “But they haven’t been recognized well.”

She also experienced some of those challenges firsthand.

“Whenever we [women] mention about wanting to work in the wine industry in New Zealand, we will primarily be offered a job working in the lab,” she said. “Whenever it comes to any decision-making or idea-sharing, our voices, at some degree, will always be overlooked.”

Deng eventually observed that same dismissiveness extending from the workplace to the marketplace.

Despite women purchasing roughly 60% of wine sold in the United States, Deng said wine marketing has traditionally been shaped through the male perspective. Premium wine labels often feature subdued colors and minimal design, while brighter or more decorative labels are frequently viewed as less sophisticated.

The irony piqued Deng’s professional palate, inspiring new research question: What do women actually want to see on a wine label? 

What women want (from wine packaging)

Her research revealed that women generally responded more positively to wine when the label subtly highlighted a female winemaker.

One result surprised her — adding an actual photo of the winemaker to those subtleties reduced the marketability. Deng believes this may happen because consumers often imagine themselves as part of a product’s story.

“When women view a product, it’s easy to attach their self-image,” Deng said. “They will see whether that product showcases part of themselves, either their current self or the ideal self they would like to be.”

The takeaway isn’t that every winery should start covering bottles with flowers.

Instead, Deng explained, the research helps shine a light on a consumer group that’s often overlooked despite its significant buying power.

“There are so many talented female winemakers,” she said. “I just want to showcase them.”

Virtual Vineyards

Deng’s research continues to grow in new directions. She is currently interviewing female winemakers across the United States to better understand their experiences, opportunities and challenges. Her goal is to help future generations of women navigate careers in the wine industry with greater confidence and support.

At the same time, she’s exploring how technology can transform wine education.

Using funding received during her time at Washington State University’s School of Hospitality Business Management, Deng developed a virtual reality platform that allows users to “tour” wineries and learn more about wine regions without leaving home. Now, at Auburn, she’s studying how virtual reality can serve as both an educational tool and a branding strategy.

Brut Force

Whether she’s researching wine labels, interviewing winemakers or experimenting with virtual reality, Deng remains fascinated by the people behind purchasing decisions.

And despite everything she knows about consumer psychology, she admits she’s still influenced by good packaging.

The last bottle of wine she bought?

A Rosé Brut with a pink label — and flowers.