Wine Appearance & Consumer Alignment Project (WACAP)

WACAP is a multi-phase research and innovation project designed to explore the interface between consumer perceptions (C) and producer intentions (B) in the wine sector. It focuses on how packaging elements — including bottle shape, color, label materials, and closure types — influence quality expectations, price perceptions, and buying decisions. By systematically mapping these perceptual patterns, the project serves as a knowledge HUB that enhances mutual understanding. It supports B2C alignment by providing feedback loops: analyzing C’s perceptual data and translating B’s strategic signals back to C. The first phase builds empirical datasets and AI-driven consumer avatars, which will later simulate real C-segments to help B-side packaging and positioning decisions. Ultimately, WACAP aims to foster a more informed, trust-based, and culturally rich wine market.