A common pitfall in wine marketing is the confusion between choice and preference. Consumers often opt for a product not because it is their favored option but due to external factors, primarily price.
For instance, consider someone who enjoys guitars. Upon visiting a store, they may find a guitar that perfectly suits their taste, boasting exceptional sound and playability, but the price tag of £7999 forces them to settle for a more affordable alternative that comes in at a third of the cost. This scenario is mirrored in the world of wine: while someone may relish a premium Champagne, they might frequently purchase a more reasonably priced option such as Pierre Gimonnet’s Cuis.
When shopping for wine, many consumers operate within tight budgets. Wine often represents one of the pricier items in a shopping cart. Supermarkets frequently push lower-priced wines, and it’s tempting for analysts reviewing sales figures to mistakenly think that the bestsellers are customers’ top choices. Instead, they merely reflect the wines chosen within a budget framework.
Availability adds another layer to this dynamic. Consumers can only purchase what is on display, meaning their preferred wines might not even be options. The method of decision-making plays a crucial role as well; consumers evaluate their choices based on available information. While opinions on wine can be strong, decisions on everyday items like toothpaste are less passionate.
Thus, it’s essential for marketers to discern the difference between what consumers choose and what they genuinely prefer.