Let’s Play the (Wine Buying) Feud!

True confession time. I haven’t actually poured in the tasting room for the last month or so. Instead, I’ve been working on a few marketing related issues for the winery. As summer heats up and in preparation for the Harvest, we’ve been busy redesigning the winery’s Web site and editing the copy for the bi-annual newsletter, among other things.

During this process (and particularly as the IntoWine.com deadline was looming), I started thinking about the influencers that lead us to our wine buying decisions. And, then I had my “Family Feud” moment:

One hundred people surveyed, top-five answers on the board. Here’s the question: Name the top five things people consider when buying wine. (Fortunately, we’re not actually playing “Family Feud,” so I won’t be slobbering over any female contestants – a job requirement for the show’s host.)

Back to the question. I think we all know the number one answer: Taste. (Which, as we also all know is a personal preference.) Other answers might include:

• Price
• Personal Recommendation
• Critical Praise
• Label & Web Site/Brand Appeal
• Advertising

Answers like price, recommendation, critical praise, etc., are easily understood. In fact, nothing beats great word of mouth from a friend and/or a fantastic review from a respected critic (and even that can be a slippery slope if your palate doesn’t necessarily match up with the given critic’s). Most wineries strive to make great wines and turn every customer into a sales rep, “We had the BEST Pinot last night. You must try this wine.”