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“Based on the 13 criteria, the #1 decision-making reason for selecting wine in a retail store was prior experience in tasting the wine at 54 points. This was followed by a recommendation from a friend or someone working in the store at 33 points. Next was varietal at 18 points, then origin and brand tying at 9 points. A medal on the wine was a reason for selection at 3 points, and having read about the wine scored at 1 point.”

Wine Business report on a very thorough global study, completed by Liz Thach  from Sonoma State, into how wine buyers, like you and me, make decisions when faced with a wall of wines.

I wonder if the decision profile changes with “wine education” and price of the bottle?

Updated: post on the same subject from The Kitchn

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