Tequila packaging study published

UPM Adhesive Materials, Kurz and Eurostampa have published a neuromarketing study examining how tequila label design influences consumer perception and purchase behavior.

Conducted by SenseCatch in Texas, the research used 27 unique packaging designs for a fictional tequila brand to track visual attention, emotional engagement and implicit perceptions under real-world buying conditions. Texas was selected as one of the largest tequila consumption regions globally.

The study explores how label materials, finishes and embellishments shape consumer behavior, from shelf impact to perceived product quality, reframing the label as a strategic brand asset rather than purely a technical component.

'This study confirms that the material on which a label is printed is much more than a technical choice, it is a sensory and strategic decision,' noted Florencia Daroni, packaging solutions manager at UPM Adhesive Materials. 'From texture to finish, the label's appearance plays a vital role in how consumers perceive tequila and assign value to the brand.'

Priscilla Montilla, marketing manager at Eurostampa, added that the research reinforces that 'a label isn't just a finishing touch; it's a brand's first handshake with the consumer. Material, texture and embellishment aren't merely design choices; they're powerful triggers of perception, emotion and value that directly influence the consumer's final purchase decision.'

According to Allan Quimby, head of marketing at KURZ, the study demonstrates that materials and finishes function as emotional triggers and storytellers. 'The weight and texture of the substrate, the shimmer of metallics, the depth of print effects and the tactile pull of haptic finishes together shape how consumers perceive quality and authenticity,' Quimby explained.

The research aims to provide spirits producers and packaging professionals with insights to guide label material selection and create stronger shelf presence and brand loyalty.