UPM Adhesive Materials, KURZ, and Eurostampa have unveiled a new neuromarketing study exploring how tequila label design influences consumer perception and purchase behavior. The study reframes the label as a strategic brand asset, moving beyond its technical role to become a key driver of consumer engagement and brand value.

Conducted by SenseCatch in collaboration with UPM, Kurz, and Eurostampa, the study examines how label materials, finishes, and embellishments shape consumer behavior — from shelf impact to perceived product quality.

This joint effort reflects a shared commitment to innovation in spirits packaging. It also delivers actionable insights for producers, designers, and stakeholders across the value chain.

The study was conducted in Texas, one of the largest tequila consumption regions globally, to ensure authentic consumer reactions and behavioral data. Using a fictional tequila brand and 27 unique packaging designs, the research simulates real-world buying conditions and tracks visual attention, emotional engagement, and implicit perceptions.

This study marks a significant step forward in understanding the emotional and sensory power of packaging and how the label, once a technical detail, is now a central driver of consumer connection and brand success.

Study reaction

“This study confirms that the material on which a label is printed is much more than a technical choice, it is a sensory and strategic decision. From texture to finish, the label’s appearance plays a vital role in how consumers perceive tequila and assign value to the brand. This study offers spirits producers and packaging professionals valuable insights to guide label material selection, helping them create stronger shelf presence, emotional resonance, and lasting brand loyalty,” says Florencia Daroni, Packaging Solutions manager, UPM Adhesive Materials.

“The study reinforces a core belief at Eurostampa: a label isn’t just a finishing touch; it’s a brand’s first handshake with the consumer. Material, texture, and embellishment aren’t merely design choices; they’re powerful triggers of perception, emotion, and value that directly influence the consumer’s final purchase decision. In the world of spirits, like tequila, the label can turn a product into a story, and a shelf into a stage. Packaging becomes storytelling. Backed by neuromarketing data, this research confirms what we stand for: labels become emotions,” says Priscilla Montilla, marketing manager, Eurostampa.

“Our tequila study shows that materials and finishes are far more than aesthetic choices, they’re emotional triggers and storytellers. The weight and texture of the substrate, the shimmer of metallics, the depth of print effects, and the tactile pull of haptic finishes together shape how consumers perceive quality and authenticity. These elements engage sight and touch to make a brand feel more premium, memorable, and desirable, transforming packaging into a powerful sensory brand experience,” adds Allan Quimby, head of marketing, Kurz.