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Tag Archives: decision making

Borrowed from I8myflight on Flickr

The number one decision-making criteria for consumers to purchase wine in retail settings is having tasted the wine before. It is therefore very important for wineries to create more opportunities for consumers to experience their wine.

Here’s the summary table from the full Wine Business article, which is here <link>.

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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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