On the basis of these results, five universal brand personality dimensions were used to describe the impression variables. Down-to-earth, honest, wholesome and cheerful comprised the sincerity dimension. Daring, spirited, imaginative and up-to-date comprised the excitement dimension. Competence was comprised of reliable, intelligent and successful. Sophistication of upper class and charming; and ruggedness was comprised of outdoorsy and tough. Mean scores across items were used to capture each dimension. For example, Temptress, a small Oregon brand prominently displaying a scantily-clad young female on its label, exhibited the least sincere score while Sawtooth, an Idaho wine scored highest on this dimension. Similarly, the Spanish brand Bierzo generated the lowest and Siskiyou’s Sideways Merlot (in a sideways- leaning bottle) evoked the highest excitement.