People in the wine industry often overcomplicate their discussions about it, creating confusion due to poor segmentation of consumers. Instead of segmenting by age or other demographics, it would be more effective to categorize consumers by the sales channel, as this better correlates with the product’s price positioning.
To illustrate this point, let’s consider the coffee market, which many people engage with as consumers but not necessarily as experts. Most coffee drinkers are likely similar to me—not deeply involved in the nuances of coffee but enjoying it nonetheless.
In coffee, there is a greater number of casual consumers compared to enthusiasts. While wine might capture a larger share of high-involvement consumers, the majority of wine drinkers remain low-involvement and detached from wine literature or expert opinions. Unlike the coffee industry, where consumers typically don’t feel alienated by expert opinions—even regarding instant coffee—wine experts often overlook the needs of casual consumers, potentially alienating them with negative comments about their preferred options.
For example, if a wine connoisseur disparages inexpensive wines like YellowTail, those who drink it likely won’t even notice, as they are not engaged in the same discussions. There’s no need to vociferously defend lower-tier wines; they find their own audience and thrive in the market.
As a coffee drinker, I’m aware of quality differences between various brews, but I wouldn’t necessarily know how to explain why one coffee is superior to another. I often face subpar coffee selections in hotels, such as instant coffee or basic machine-brewed options. I prefer to frequent certain independent coffee shops that prioritize quality over chain establishments, where the standards vary widely.
One such coffee shop I frequent, WatchHouse, offers an exceptional experience. Along with their high-quality coffee, they provide detailed information about the coffee’s origins. This transparency fosters trust; even if I opt for a less expensive option, the integrity of the shop keeps me coming back.
Ultimately, coffee consumption is often more about the experience or routine than the flavor itself, which translates into a broader understanding of the wine market. Many wine consumers may also prioritize the environment and experience over a detailed knowledge of terroir or flavor profiles.
In summary, understanding the segmentation within coffee consumption can help clarify our approach to wine consumer behavior. Trust in retailers and restaurateurs is crucial for encouraging consumers to explore wine, just as it is in coffee.