‘Tis the season for gift giving, and if you’re looking to impress someone on your list, you may want to take a closer look at the label.

Brock University research has shown that choosing a wine with a picture on the bottle or one with a difficult-to-pronounce name will likely make the recipient believe you spent more money.

Antonia Mantonakis, an Associate Professor of Marketing in Brock University’s Goodman School of Business, studies how consumers perceive wines. She says wine labels can have a big impact on consumer choices.

According to her research, consumers believe a wine is more expensive and better tasting when the winery has a complicated name. If the wine label has a picture on it, people are more likely to think the wine is award-winning.

“It’s interesting how consumers perceive things,” Mantonakis said. “Something like the sound of a name can elicit a thought, and that thought can influence the perception of how something tastes.”