The Art of Marketing Wine

Noted evangelist, venture capitalist, and general smart person Guy Kawasaki points to an interview entitled This Is Your Brain On Wine, which points out that perception (who we drink with, the 100-point scale, and the cost of a wine) influences what we think about a wine.  Call it "neuromarketing":

As with most decisions we make, buying decisions are a mix of emotions and rationality.  This will vary greatly by product category.  Some commodities, like salt or batteries, involve little emotion for most consumers.  Other products, like autos, fragrances, Scotch, and wine, may incorporate significant emotional components.

Wine marketing is not about features and benefits - it's about emotion.

Comments

[Arthur]

"Wine marketing is not about features and benefits - it's about emotion."

What an indictment of the level of sophistication in our country's wine culture.

I suppose this tendency is in part responsible for the mortgage crunch and the coming credit card crisis.

[Richard Shaffer]

I don't think anyone anywhere anymore thinks we don't approach everything in the world with both our minds and our hearts.

Different people respond to different aspects of a thing - in wine, some people want to know pH and brix, others couldn't care about technical aspects of a wine.

We need a wine world where people can comfortably and without intimidation access wine for various reasons and to different ends.

Thanks for talking about the interview!

Richard Shaffer
Israeli Wine Direct