Wine and Wildlife: An Exploratory Study of the Depiction of Animals on Wine Labels Available in the United States

Wine labels that depict animal imagery could draw on consumers’ interest in wildlife and biodiversity, but this topic has received little attention. We document the frequency of the depiction of animals on a sample of wine labels available in the United States. We found that Johnson et al. Journal of Food Distribution Research November 2022 41 Volume 53, Issue 3 animals were depicted on 16.7% of labels overall. Birds and mammals were the most commonly depicted animals, and certain types of birds, especially hawks, eagles, owls, ducks, and birds in the crow family, were especially common. We suggest that animal depictions on wine labels could communicate environmental values attractive to consumers