A label can elevate all perceptions of a bottle of wine. Packaging influences both the value equation and product experience. Luxury brands understand this well.
Cr Gold 5 is all about impression. The beautifully coloured and textured gold label presents as premium. The word “gold” is naturally appointed in gold foil. The “o” is solid, allowing for the number 5 to be placed in its centre. The black capsule shows further attention to detail with a golden yellow linear illustration. The same artwork repeats on the label in a clear gloss application. The back label uses the same background as the front but with a black silhouette of a wine bottle creating a window for information. Not a lot of information mind you. There are no tasting notes or references to the winemaking process.
When I first saw the label for this wine I wondered about the “Cr” branding. What does it stand for? Is it the symbol for gold from the periodic table? No. That would be “Au”. This also makes little sense to me but chemistry class was a long ago.
The answer, I assume is on the back label. There, the wine is identified as Crápula gold 5. Crápula is a name that might not translate well in English-speaking markets. I doubt that requires explanation. The literal translation of crápula is intoxication or hangover. Abbreviating to Cr is understandable.
“All that glitters is not gold.” That appears to be the case with the wine itself here. The score ceiling among critics seems to be 88 points. That isn’t terrible but isn’t exceptional either. However, critics don’t give a damn about packaging. They rarely mention it, even when outstanding, and certainly aren’t influenced by it in their appraisal of wine. I had not read any reviews when I tasted this wine and my impression was considerably better. I believe the package design affected that. The wine was also priced slightly higher than similar Jumilla red blends which may also have been a factor in my enjoyment. Price is another known influence on perception.
This packaging achieves what it was designed to do. It creates a premium experience for the consumer of the wine. Even if it isn’t gold medal-worthy.
Does loving a label influence your enjoyment of a wine? Let me know in the comments below.
