Italian Wine Podcast

Welcome to Ep. 1468, How to Understand Consumer Wine Buying Behaviour? Stop listening to pseudo-experts, Gurvinder Bhatia IWE, Marianna Velenosi (mod) This is the wine2wine Business Forum 2022 Series. About today’ session: In order to communicate effectively with wine consumers, one must first understand human behaviour and accept that before someone is a wine consumer, they are a consumer. The wine industry too often fails to understand that making wine accessible is not about stratifying wine based on quality, but instead about appealing to a consumer’s (ie. individual’s) need to feel that they are benefiting from their purchasing decisions. All wine apps and data relied on to analyze wine buying behaviour rely on past purchases and predominantly well known wine labels that have wide distribution. The result is a narrowing and homogenization of the types of wines in the pool either recommended to consumers or relied upon by the wine industry to make decisions about consumers. But if the actual intent (as th