I find this topic very interesting, when the discussion includes someone from the supply side of the wine biz… I think there is a heavy dose of cynicism that the industry tends to develop regarding the consumer’s view of value. I work in only a part-time ancillary role to the industry and perhaps because of this, I see the irony… In my experience, the people truly passionate about wine are usually the consumers!
Wine and Brand Loyalty
Perhaps my view has been colored by 20 years of wine travel, meeting small winery owners and hearing their stories. I feel very connected to their life’s mission and can relate to their journey in some small way. Maybe, it is even envy for that kind of passion… to produce something exceptional. I can justify premium wine costs in my mind, based on the additional steps to quality many smaller wineries employ. I am also willing to spend my wine dollars based on a sliding scale associated with my enjoyment of the product.
I know bulk wine and mass distribution can introduce you to the least appealing side of the industry. This post is the direct result of a conversation regarding a vehement inability to find the value in wine over $40/btl. I have had a different experience, with winery visits, wine dinners, wine collectors groups, education programs and interaction with wine enthusiasts that have all been fun, built friendships and perhaps even romanticized the industry a bit for me. Perhaps, THAT is where the real value in wine lies. Early in my wine years, I would derive great pride in finding the lowest priced wine of the best quality to fill my cellar. Today, I think more about the wine I can enjoy best with my friends. Heck, I buy wine for my wife that I would never drink by myself, let alone pay top dollar for. I admit it, sometimes I buy wine just because I am fascinated by the winemaker’s passion for the trade.
Today, so much premium wine is sold without an understanding of who and why the consumer buys the product. Building brand loyalty at the upper end of the market demands an understanding of your customers and why they buy…