Why wine consumers still feel “lost in translation”
The power of visual storytelling in driving wine sales
In August 2025, the Wine Market Council (WMC) released new research on U.S. wine consumer behavior. One of the most striking findings: many new and occasional wine drinkers know what they want to buy, but they still feel “lost in translation” when shopping for wine.
According to the study, 42% of newer wine consumers report confusion when browsing wine online, even when they enter the search knowing the style, variety, or price point they want. The gap isn’t a lack of preference: it’s a lack of clarity and confidence in the way wine is presented.
The missing link: visual trust
When buying wine online, high-quality images are often the first (and sometimes only) way a consumer interacts with a bottle. But here’s the problem:
- Mockups and DIY photography often look generic or inconsistent.
- Professional photoshoots are expensive and time-consuming.
- Without trustworthy visuals, shoppers hesitate to click Add to Cart.
The WMC report also noted that 65% of wine buyers say bottle images are a “key factor” in deciding between similar wines. If those visuals are weak or inconsistent, the sale is lost before it begins.
Outshinery Studio: professional lifestyle imagery, made accessible
That’s where Outshinery Studio comes in. Traditionally, premium wine visuals required bespoke photoshoots, large budgets, and weeks of lead time. Outshinery has flipped that model by offering pre-designed imagery templates that are:
- Affordable: Eliminate the need for full-scale shoots without compromising on quality.
- Fast: Receive polished, photorealistic bottle shots in days... not weeks.
- Consistent: Every SKU in your portfolio looks cohesive and professional.
- Accessible: Designed so wineries of any size can elevate their brand without prohibitive costs.
Real-world results
- King Family Vineyards upgraded their holiday campaign with Outshinery Studio visuals and saw a 4× increase in online sales.
- José Pastor Selections refreshed 200+ SKUs with Outshinery imagery, reducing bounce rates and improving distributor engagement almost immediately.
These wineries didn’t need to reinvent their marketing. They simply swapped out outdated, inconsistent visuals for polished, trustworthy images, and consumers responded.
Don’t let confusion cost you sales
The Wine Market Council data makes it clear: consumers aren’t confused about wine itself: they’re confused by the way it’s presented. If your bottle shots don’t instill confidence, shoppers will move on.
With Outshinery Studio, you can close that gap with professional, pre-designed imagery that makes your wines clear, trustworthy, and irresistible.
Explore Outshinery Studio and see how fast, accessible visuals can transform your online presence.
Frequently Asked Questions
Why does the Wine Market Council say wine consumers feel “lost in translation”?
The Wine Market Council’s 2025 study found that 42% of newer wine consumers feel confused when shopping online, even if they already know the style, variety, or price they want. The issue isn’t the wine itself: it’s the way wine is presented online. Inconsistent, generic, or unclear visuals make it harder for shoppers to feel confident in their choices.
How do bottle shots impact online wine sales?
Bottle photography directly influences trust, click-through rates, and conversions. Without clear and professional visuals, even great wines risk being overlooked.
What’s the difference between Outshinery Studio and traditional product photography?
Traditional wine photoshoots can be expensive, slow, and difficult to scale. Outshinery Studio simplifies the process with a fully virtual solution: no physical bottles required.
It provides photorealistic Product Shots, as well as Pre-Designed Images where wineries can showcase their bottles. The service is fast, consistent, and provides affordable, professional visuals tailored for wineries of all sizes.
How fast can I get bottle shots from Outshinery Studio?
Most Outshinery Studio visuals are delivered in just a few business days, compared to the weeks it can take with traditional photography. This speed makes it easy for wineries to update portfolios, launch new vintages, and support marketing campaigns without delays.
A rush option is also available for an additional fee when time is critical!
Do Outshinery Studio images look realistic enough to replace photography?
Yes. Outshinery Studio uses advanced 3D rendering technology to create images that are virtually indistinguishable from traditional photography. Unlike mockups or stock templates, the visuals capture the exact glass shape, label details, and finishing effects: down to embossing, foils, and paper textures.
How affordable is Outshinery Studio compared to a photoshoot?
While traditional product shoots can cost thousands of dollars for a single session, Outshinery Studio’s provide professional results at a fraction of the cost. It’s an accessible option for both boutique wineries and larger producers needing consistent portfolios. Learn more about pricing.
Why should I upgrade from mockups or DIY photos?
Mockups and DIY photos often appear unpolished or inconsistent, with issues like poor lighting, awkward angles, and distracting reflections.
They rarely inspire trust or convey premium quality. Outshinery Studio ensures your wines are presented consistently, professionally, and with the nuance consumers expect, leading to higher engagement and sales.
Does Outshinery Studio work for importers and distributors, or just wineries?
Both. Importers and distributors managing hundreds of SKUs use Outshinery Studio to maintain a consistent, premium look across their entire portfolio. This makes trade catalogs, sales sheets, and online shops more reliable and easier to browse.
Note: To achieve the best results with Outshinery, wineries and distributors must have access to high-quality label artwork. This process can sometimes be more challenging for distributors.
