PM Adhesive Materials, Kurz, and Eurostampa have released a neuromarketing study that reveals how tequila label design significantly shapes consumer perception and purchase behavior.
Conducted by SenseCatch in Texas—one of the world’s largest tequila-consuming regions—the research evaluated 27 unique packaging concepts for a fictional tequila brand. Using real-world shopping simulations, the study tracked visual attention, emotional responses, and implicit perceptions to understand how consumers interact with different label materials and finishes.
The findings highlight that label substrates, textures, and embellishments play a pivotal role in influencing shelf impact, perceived product quality, and overall brand value. Rather than being viewed as a technical component, the label emerges as a strategic brand asset.
‘This study confirms that the material on which a label is printed is far more than a technical choice—it is a sensory and strategic decision,’ said Florencia Daroni, Packaging Solutions Manager at UPM Adhesive Materials. ‘From texture to finish, the label’s appearance meaningfully shapes how consumers perceive tequila and assign value to the brand.’
Priscilla Montilla, Marketing Manager at Eurostampa, noted that the research underscores the label’s role as a brand’s first point of contact. ‘A label isn’t just a finishing touch; it’s a brand’s first handshake with the consumer. Material, texture, and embellishment act as powerful triggers of perception and emotion that directly influence purchase decisions.’
Allan Quimby, Head of Marketing at KURZ, added that materials and finishes serve as emotional cues and storytelling elements. ‘The weight and texture of the substrate, the shimmer of metallics, the depth of print effects, and the tactile pull of haptic finishes collectively shape perceptions of quality and authenticity.’
The study aims to equip spirits producers and packaging professionals with actionable insights to optimize label material choices, strengthen shelf presence, and build lasting brand loyalty.