Wine Styles – Some Background

Wine style descriptors have been developed to help customers discover new products that have a similar taste profile to match their individual preference.  They come from a solid understanding of how consumers shop for wine. Consumers face three main factors when making their wine buying decisions:

  • Overwhelming choice, too much of a good thing?
  • The need for speed
  • Managing risk and uncertainty

This is how the Wine Styles address each of these.

Overwhelming choice - too much of a good thing?
As many as 2/3 of our customers may be overwhelmed by the number of choices presented in our retail environment

If information is confusing, customers may avoid making any purchases at all





Wine Styles break the portfolio down into smaller categories, based on the primary sensory characteristics of the wine
The store becomes easier to navigate, with simple and straightforward information about the products

The shopping experience is easier for those customers who feel challenged by the complexity of region of origin, varietal character, and wine label language

The need for speed
Customers want to make their buying decisions quickly

Research shows that wine buying decisions are made in 40 to 60 seconds spent in front of the shelf

Wine Styles get important style information to the customer right at the shelf, making the most of the critical 60 second window

Managing risk and uncertainty
A customer’s perception of risk can lead them to avoid buying, avoid new products, and avoid trading up to a premium price point

Wine Styles reduce the perceived risk and gives the customer greater comfort in their purchasing decision
Reducing the perception of risk can lead to trying new products and trading up

“If you like this, try that” is a great retail strategy

Next : Getting to Know the Wine Styles - Red Wines