How Do YOU Choose Wine?
I’m in the middle of prepping for the next stage of my wine diploma, a case study exam on March 10. We have to answer a question on how consumers choose wine. (That’s not too broad or anything.) I think we’re supposed to talk about different marketing channels, PR, social media, and the like, but what I’m really interested in is: how do YOU choose wine? What are the factors that make you decide to pick up a certain bottle? From my years working in wine retail and my experience with this blog and my classes, I’ve seen a few types emerge. These are pretty tongue-in-cheek, but I am serious about this — I would love to hear from you about how you choose wine. Leave some comments, people!
1. The Fine Arts major. She (and yes, it’s always a she) buys wine based on how pretty the label is. As I’ve mentioned before, I have zero problem with this. Personally, I have a penchant for dog labels. On the one hand, it’s a little silly and superficial, plus it’s no guarantee you’re going to get a good bottle of wine. On the other hand, we make decisions based on appearances all the time, so why should wine be any different?
2. Daddy Warbucks. He (and yes, it’s always a he) is looking for the most expensive bottle he can possibly afford, usually to impress his girlfriend or his boss. He judges success by how much he spends rather than how much he enjoys the bottle. If you’ve got the cash, more power to you. My only gripe with these folks is that they help keep a lot of bad wineries making incredibly overpriced wines in business.
3. The tongue-tied taster. If she can’t pronounce it, she won’t buy it. I totally get this one — frankly, I think it’s one of the reasons I don’t buy German or Austrian wines as often as I should. If you don’t speak the language, it’s harder to ask for, and connect with, the wine.
4. The loyalist. He chooses by…not choosing. He has his go-to white, his go-to red, and never veers from them. With all the wines in the world (250,000 US wines alone, according to some of the research I’ve been doing) this is the hardest one for me to understand.
5. The sentimental favorite. She loves California Cabernet because she went to Napa for her honeymoon. He fell in love with Argentine Malbec after he spent that semester in Buenos Aires. This type chooses a wine based on all the personal associations that come with it. This one describes me, particularly when I’m picking a wine for a special occasion. I love choosing bottles from places I’ve been — or places I want to go.
But that’s just me. What about you?
If I’m picking wine to bring to a party, I fall into the pretty, quirky label camp. But if I’m buying it for myself, I am totally swayed by the little descriptions under the bottle. I pretty much skip over any bottles that don’t have words underneath them on a little label telling me what they should taste like. (Unless it’s one of few types I’m already familiar with and know I like.)
I am in the middle of the Advanced study so it’s nice to see a fellow wino going through the education process (although you are clearly more advanced.)
As for the wines, and I find it of particular interest that you mentioned Austria because I work with them : ), I actually gravitate toward things I haven’t had. I have proudly tasted over 100 grapes but I’m always looking for something new! Which is great with Austria (Even though by now they are all familiar to me.)
If I am gravitating toward a grape I’m very familiar with I generally look at what I know about the characteristics of the grape and pair it with the type of evening/day/experience I want to have with it. For example, if I’m choosing a Pinot Noir, I expect to have a sophisticated evening, nothing too crazy and am sharing the bottle with an intimate friend. If I’m choosing Sauvignon Blanc, I expect there to be sunshine and warmth and a bubbly girlfriend. If I’m choosing bubbly… anything can happen
Of course, I’ve been a conned into buying things based on their marketing before. Spellbound on Halloween and Little Black Dress on a girl’s night in… sometimes the packaging adds to the experience!
I feel like marketers don’t do a good enough job of writing smart, engaging, truly descriptive label copy. Your comment is a great reminder of why it’s so important!
I love that you match the wine to the kind of evening you’re going to have! That’s the first time I’ve ever heard someone describe their preferences that way, and it makes total sense. (Feel the same way about bubbly myself.) Nice record on the 100+ varieties tasted — hope you’ve registered with the Century Club folks!
I’m *almost* ashamed to admit this… but… I never drink American wine. I prefer French wines – possibly because my parents drank only French wines when I was a kid and I spent a year abroad in Paris. At the wine shop, I gravitate to the French regions only and then I stick to my tried and true areas (e.g., Bordeaux). Then I pick a pretty label.
I’m a numero 5 kinda gal. Went to Mendoz, Argentina, can’t get over the Malbec.
Love that — fortunately there are lots of nice Malbecs here at home for you to choose from!