Branching Out for Wine Buyers

Wine brings out some interesting qualities in people. It’s a fascinating study in human nature. Thinking about it brought to mind a revised 2014 study about the type of wine buyers.

The research grouped individuals into six primary categories based on how they approached buying wine. Perhaps you recognize a few of them or maybe you see yourself as one.

The Types of Wine Buyers

I have an acquaintance who purchases only one kind of wine from one brand. She never ventures outside of her choice. And it’s not even really good wine either. It’s plonk at best. Definitely a satisfied sipper or everyday loyal.

Another friend swears by ratings whether they’re from wine critics or others who enjoy the grape. He inevitably gravitates toward the higher priced bottles because, of course, they’re better. Duh! That’s an image seeker.

And someone else I know doesn’t drink wine usually. She likes it, but she isn’t a fan. When she has to buy a bottle, it’s panic time. Sounds overwhelmed to me.

I would consider myself more of an enthusiast among wine buyers. I’m the one you have to walk around because I’m reading labels. I don’t buy a bottle with a clever name or a pretty picture unless it’s a château, that is.

Price doesn’t sway me either. I know enough about wines to realize that some excellent values exist with obscure varieties. Besides, I like the surprises that finding a new one to adore bring to us.

Here’s a rundown of the types of wine buyers from the original 2008 study:

• Overwhelmed
• Image seeker
• Traditionalist
• Savvy shopper
• Satisfied sipper
• Enthusiast

Observations from the Results

There are several compelling conclusions from the research. First, the largest segment, the overwhelmed, purchases about just over a half of the wine that the enthusiasts do. The latter, by the way, buy the most wine. The image seekers come in second place.

As you may expect, the satisfied sippers spend the least amount of money. They have their favorite. What else do they need? The other intriguing detail is that enthusiasts are willing to spend the cash to get something decent.

Knowledge of wine is a key factor. The overwhelmed, traditionalist, and satisfied sipper don’t seek out information. If it’s too complicated, they will move onto something else. Other times, they don’t want to be bothered with it.

The others respect it and will broaden their horizons with the enthusiast being most focused on the task.

As I continued studying for my CSW credential, I understand firsthand how it can intimidate people. There is a lot to know even if you pick one area or country as your favorite.

But, I think that is the fun part. I like the challenge and welcome it. I think Eleanor Roosevelt said it best when she said,

“No one can make you feel inferior without your consent.”

Photo by Mike Benna on Unsplash