Case 04/Yellow Label Study
Maison 1772 / Reims cellar notes
Maison 1772 / first-purchase behavior

The yellow label closes the sale.

When buyers remember the bottle first, the house wins the opening decision before vintage language or promotion enters the room.

First-time order conversion by cue

Label recognition outranks every other entry point.

Internal cellar survey shows the yellow label as the strongest trigger for initial purchase intent.

0 20 40 60 12% Promotion 27% Vintage note 38% Gift occasion 49% Heritage story 64% Label recall highest first-order conversion