Image and identification is a major factor in product enjoyment and loyalty. Even more so when talking about alcoholic beverages. There is a mystique surroundi

Image and identification is a major factor in product enjoyment and loyalty. Even more so when talking about alcoholic beverages. There is a mystique surrounding wine, as if it is a pure product shaped only by nature and the skill of the winemaker. The reality is that it's an engineered product full of adulterants(many natural and historical, but adulterants nevertheless. Think fining agents, acids, etc). Same with spirits. It's an industry that must produce a consistent product from highly variable inputs. Your impression of the bottle and the label also contribute to the brand/image. People often choose the beverage that helps them identify with a story or project a certain image, not necessarily something that tastes good. Then again that's part of why their doing it. They want to signal. They need a vehicle for it.