All aspects of the beverage industry are working so hard to leverage technology, online social media and media access… the efforts are humorous at times. Often I feel bombarded by recommendations from the wine industry: in person, in writing, by software, on websites.
How Do They Know What I Will Enjoy?
We now have apps for retailers, apps for consumers, apps for wineries, apps for restaurants, etc… all designed to help either respond to demand, create demand, or convince me which wines to buy. I am so tired of this deluge of software telling me what I should know about the beverage market/industry, or what I should be buying. If this software can attract enough participation, a database can be developed to identify popular flavor profiles, but how does this really help me? Do I really need to know what the other guy is buying?
I get so frustrated with wine stewards, tasting room attendants, retail clerks AND apps wanting to tell me what beverage is popular, because I am sure to enjoy it. Since when am I sure to appreciate a beverage, because it appeals to the next guy? I don’t need more sources telling me what other people prefer, I need more direct assistance leveraging my preferences to select beverages I KNOW I will enjoy.
The wine industry makes the wrong assumption. I don’t need to be told what to buy, I need an understanding of the actual tasting experience with the product. I need an app that I can input my data: likes wine with high acidity, texture, complex flavors, fruit forward… and it pops out matching wines. It could be for Bourbon too: caramel, butterscotch, vanilla, a little spicy, not too sweet and not too hot… and I get a list. This is where technology could actually pair demand with production and offer both buyer assistance AND seller demand creation.
Why Isn’t Anyone Working on This?
I have been asked to look at/test run several wine apps. Most all depend on sharing consumption trends. The ones that try to do it the right way, all get it wrong, i.e. just because I enjoy black coffee, doesn’t mean I will appreciate savory flavors in wine. I am going to put it out there in the public domain, the questions needed to structure a questionnaire that captures real wine preferences:
- Prefer wine with/without food?
- Drinking the wine now, or holding in your cellar?
- Easy drinking, slightly sweet wines?
- Wines that clear your palate and are crisp?
- Textured wines with good mouthfeel?
- Can you appreciate savory flavors in wine (complexity)? Must a wine be very fruity to appreciate?
- Do you prefer reds with red, or black fruit flavors? Whites with citrus, tropical, or stone fruit flavors?
- How much dry/cottony feeling in the mouth can you appreciate?
- What is your budget?
Let me ask these questions of a wine enthusiast and I can pick out a wine they will enjoy 9 out of 10 times. I have done this with friends so many times… So why is that so hard to design software around? Picture a wine app that is loaded on a tablet that could assist an attendant to make a recommendation based on these simple questions?
If you have simple questions that can provide insight into wine preferences, please share.
***** I will put the challenge out there. If there is a wine app that handles wine evaluation in this fashion, please contact me. I will promote your solution anywhere I can. *****