The importance of a name

Since the dawn of time, language has been the human tool for communicating ideas, emotions, and concepts. A single word can convey one or more messages, naturally filtered by its historical and cultural context. A word can evoke opposing emotions in different interlocutors, thrilling or horrifying. When we talk about the world of wine, we immediately realize how brands have a tremendous opportunity through the choice of names for their companies, wines, and product lines. A name is an indispensable element for conveying values, evoking emotions, and reaching a specific consumer target. A name is a crucial aspect, similar to a logo, that can change the fate of a brand and should not be underestimated.

Naming: a strategy that connects the brand to the consumer

"When choosing a name, companies should consider their strategy and how they want to be perceived. For example, a longer name can make a brand seem more established, while a shorter, catchier name can make it seem more contemporary," explained Reilly Newman, founder and brand strategist at Motif Brands, in a recent article on Wine-Searcher. Added to this is the fact that the wine market is increasingly competitive today, and choosing creative and—why not?—playful names can help a bottle stand out from the competition.

"When we name a wine, we have to think about how we want people to feel and what sets us apart in the market," says Laura Huebner, founder, brand strategist, and creative director of Dotted Design. "Words that evoke the connection between our values ​​and customer needs are the most effective. If we try to speak to everyone, we speak to no one, so be careful not to become too generic."

Examples of success

Let's now look at some successful examples from the world of wine, of companies that have made an unconventional, yet very careful and by no means predictable, choice of name for a product or wine line. Sunny With a Chance of Flowers is a line of wines from the Californian company, Scheid Family Wines, based in the Salinas Valley. Scheid Family Wines has attempted to shift the focus from classic Cabernet and Chardonnay, formulating a range of wines that appeal to a different consumer base. To do so, it has certainly chosen a totally unconventional name. Sunny With a Chance of Flowers is a zero-sugar, low-alcohol product, with vibrant packaging and a positive message. It conveys a message of optimism, balance, and well-being. "The name seems to be a huge success factor; we constantly hear from consumers who bought their first bottle precisely because of the name," Heidi Scheid explains to Wine-Searcher.

Still in America, Sparkling Pointe Vineyards on Long Island released a highly successful wine called Topaz Impérial, which perfectly reflects the style of wine: a dry sparkling rosé named after a very rare gemstone that shares a similar color. A name that seems to evoke glamour, elegance, and rarity.

Arriving in Italy, there are several examples of companies that have focused on the evocative power of a name. Ludovica Mazzanti, marketing manager for Bibi Graetz, explains that their best-selling book, Testamatta, is a playful and loving tribute to Bibi Graetz. "Testamatta means 'crazy head,' and it's the best word to describe Bibi," says Mazzanti. "She's a positive, creative, and passionate person, and the term refers to the kind of unconventional personality she is." "People identify with the meaning of the name; at the same time, the name is strong and immediate, easy and exotic all at once."

The Verona-based Pasqua Wines has also created highly creative labels over the past decade. The two best-selling wines in the selection are 11 Minutes Rosé—which references the length of maceration on the skins—and Hey French You Could Have Made This But You Didn't—a nod to French white wines: names that grab customers' attention and make them approach them with a soothing smile.