Improving Wine Industry Customer Experience

We've talked wine problems - now let's talk ideas. In my recent posts, I've talked about the issues plaguing the wine industry—from fragmentation to outdated packaging, thin margins, and a disconnect with consumers. Today, I want to explore some solutions. I don’t have all the answers, but it’s clear we need fresh thinking and some boldness to turn this ship around. Even if this turns out to be a cyclical downturn only, these steps are still what we need more of. 1. Streamline and Simplify - fewer Labels, stronger brands The sheer number of wine "brands" on the shelf is overwhelming. This is probably consumers' biggest issue with the category. What if we focused on building fewer, but stronger, brands that stand for something? This could mean consolidating lines or being more selective about launches, but it would also mean more marketing muscle and clearer communication. 2. Rethink Packaging for Modern Lifestyles. - The traditional glass bottle isn’t going anywhere, but that doesn’t mean it should be the only option. Alternative formats like cans, pouches, and smaller single-serve bottles can lower the barrier to trial and fit better with today’s on-the-go lifestyle. Wine does not need to be sold a certain way. 3. Make Wine a Safer Bet - for most people, buying wine can feel like a gamble. How can we make it less risky? Perhaps offering smaller tasting sizes, trial packs, or even robust, understandable (no cassis) product descriptions can go a long way in helping consumers feel confident about their choice. We can take cues from online beauty brands using samples to turn curiosity into loyalty. 4. Innovate Beyond the Bottle - while spirits, beer, and definitely seltzers have embraced creativity, wine has mostly stayed the same. We need to experiment—flavor infusions, collaborations, new formats. Let’s stop thinking about what’s always been done and start asking, “Why not?” When Apothic introduced blends that were QUITE different, it found an audience. There is room to break from the norm. 5. Shift from Education to Engagement - Consumers want to enjoy their drink, not sit through a lecture. Tell stories that make people feel included, excited, and empowered. Instead of focusing solely on heritage, why not highlight what it feels like to drink your wine? Or the kind of experience it brings? (this is about the CONSUMER, not YOU) 6. Go Where the Consumer Is - Consumers today engage with brands online, through DTC channels, subscriptions, and social platforms. We need to stop relying solely on traditional distribution and start building direct relationships. Let’s use data, invest in digital marketing, and make it easier for consumers to find and buy brands they love without leaving their couch. I hope this sparks some ideas, but it's not rocket science. At The Outlier Initiative, I'm working with brands that want to challenge category conventions and create deep connections with consumers. Let’s talk. #rethinkingthewineindustry

Bottled, But Not Bottled Up. For years, wine kept the velvet rope drawn. The jargon, the tasting notes that read like poetry homework, the idea that you had to "understand" wine before you could enjoy it. That doesn't land with younger drinkers. They want flavour without the lecture, discovery without the intimidation. Subscriptions have become wine's way of pouring the welcome. The new wave loosens the cork. Bold, illustrated labels instead of dusty crests. Boxes that arrive looking more like art school than old estate. Typography that pops, illustrations you'd frame, messaging that talks like a friend, not a sommelier. It's no longer just about bottles, but about experiences. Monthly drops tailored to your taste. Playlists to match. Food pairings that work with pizza, not foie gras. A box of wine now comes with a brand world you actually want to step into. The best subscriptions treat wine less like a subject and more like an invitation. You're not told what to drink. You're given tools to find what you love. That shift changes everything. Stompy is a good example. A subscription that tailors each delivery to your palate, dressed in bright colours, bold type and tongue-in-cheek graphics. Wine for the curious, not the condescending. Sip more, snob less. If the industry wants to grow, it has to stop defending tradition like a fortress and start opening the gates. Growth will come not from selling more bottles, but from making more people feel welcome to open them. Will the next wine boom be subscription-led? 📷&Walsh

Sales is a connection, not a lesson—it’s about building trust, not teaching facts. In the wine industry, we can create a million new products, but without someone who can sell them, it’s all wasted effort. The REAL issue isn’t the product—it’s our obsession with it. We’re so focused on perfecting wines or creating something new that we miss the true problem: it’s not the wine, it’s us. "Success in business is all about people, people, people. Whatever industry a company is in, its employees are its biggest competitive advantage." – Richard Branson We’ve created a culture where we only "educate" about facts, and rarely connect with consumers. We engage the rational brain—offering tasting notes and technical details —but the truth is, the rational brain doesn’t make the buying decision. Neuromarketing reveals that purchases are driven by the primal brain - the emotional brain - not by logic. Studies show that consumers buy when they feel an emotional connection, not when they understand every detail. This is why brands like Coca-Cola and Nike tap into emotion in their marketing. They know the real buying trigger is when people feel something deeply—not when they know every technical fact. In the wine world, we need to stop "educating" and start engaging. We must speak to people’s emotions and senses, not just their intellect. By connecting with the primal brain, we build trust—and trust leads to SALES. My journey in sales began at 14 when I wanted a phone but couldn’t afford it. I built a relationship with the lady who sold me dog food for my dog, chatting and laughing every time I saw her. One day, I asked if she wanted to buy puppies, and that connection led her to buy from me. I bought my phone because I built relationships. Years later, in Argentina, I barely spoke Spanish, and it was my first job in wine. But I leaned on humour, friendliness, and a smile. My wine tours became the most fun around, leading to a surge in tourist visits and wine sales. Tourists were laughing, buying wines, and spreading the word. Even tourism agencies specifically requested my tours. Why? Because I connected with people emotionally. In Australia, my English was even worse! I didn’t have the words to "educate," so I used passion, laughter, and Brazilian joy. I made people feel the wine with phrases like, "This wine feels like dancing tango in a vineyard," or "This wine has a classic Brazilian feel—like Rio Carnival!" My sales soared, and I earned bonuses in my first year. People don’t buy because of education—they buy when they feel connected. This culture of endless education in the wine world is killing our industry. We need more WINE ENTERTAINERS who build relationships and make SALES—and fewer educators. "Great salespeople are relationship builders who provide value and help their customers win." – Jeffrey Gitomer #rethinkingthewineindustry #winecommunication #winebusiness

If your wine brand still talks like it's selling to Baby Boomers, you're already irrelevant. Millennials and Gen Z now represent the majority of U.S. wine drinkers—and they’re not buying what the old wine industry is selling. They’re not looking for 100-point scores or romantic vineyard stories written in cursive script. They want fun, not formality. Inclusion, not intimidation. Transparency, not tradition. If your marketing still leans on jargon and prestige, you’re speaking a language they don’t even care to decode. These younger buyers drink canned wine at concerts, buy wine from a text message, and post bottle pics on Instagram based on label design, not your tasting notes. They crave wine brands that align with their values—sustainability, diversity, authenticity—and they’ll pay more for brands that reflect those things. And here’s the kicker: they're not loyal to legacy—they’re loyal to relevance. So stop obsessing over what made your brand successful 20 years ago. Start designing packaging that pops, messaging that connects, and experiences that build community. 📉 Wine sales are flatlining among legacy buyers. 📈 The future belongs to those who adapt now. #WineMarketing #GenZ #MillennialMarketing #WineIndustry #DTC #BrandStrategy #ModernSales

Value Means More Than Price The wine industry has spent a lot of time talking about premiumisation. Rob McMillan’s latest report shows it has delivered stronger margins for producers, but it has also left wine more exposed to shifting cultural currents. At the same time, the New York Times highlights how Gen Z are redefining the way they spend. They are willing to invest in small indulgences that deliver emotional lift and shared connection. The Wall Street Journal describes how casual dining chains like Chili’s are thriving by leaning into that same instinct: reliable, affordable moments that feel good and bring people together. The lesson across all three is that value is about more than price. Value is defined by the meaning created in the moment. Gen Z are less interested in owning things and more interested in experiences that give them a sense of joy and belonging. A Margarita at Chili’s is not competing on luxury, it is competing on how it makes you feel and who you share it with. This is where wine has every opportunity, yet often misses it. So what does this mean for wine? First, premiumisation only works when it aligns with the consumer’s sense of value. A bottle that costs more because it carries heritage, craft, and story has a place, but only if that story connects with a moment people actually want to live in. Otherwise, price without perceived value becomes invisible. Second, moments matter more than categories. Consumers are not thinking “I want a Napa Cabernet.” They are thinking “I want to celebrate my friend’s promotion” or “I want something that makes Tuesday feel lighter.” That is the true competitive set. Third, accessibility builds loyalty. Chili’s shows that consistency and approachability can turn routine visits into cultural relevance. Wine can learn from this without lowering quality, by framing itself as the drink that makes the everyday feel meaningful. How do we apply this? We start by mapping the occasions that matter in people’s lives and designing wines, formats, and activations around them. Single-serve cans for a park concert. Half bottles for a weeknight dinner. Simple label language that speaks to flavour and mood instead of leaving consumers guessing. Pricing ladders that allow people to trade up confidently when the moment calls for it. Communications that put the focus on the “we” and the “why” rather than technical descriptors alone. If the future of spending is in little treats that make people feel something, then wine already has the raw material to win. It carries history, place, and craft. The task is to channel those qualities into experiences that resonate today. That is how wine will remain relevant across generations. Value is defined at the table, in the glass, and in the company we keep. #Wine #ConsumerInsights #GenZ #Premiumisation #Hospitality #FutureofWine

One of the “a-ha” moments in my conversation with Aly Wente O'Neal of Wente Family Vineyards comes from a line that should make wine marketers pause: “𝗜𝗳 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 𝗱𝗼𝗻’𝘁 𝗸𝗻𝗼𝘄 𝘄𝗵𝗮𝘁 𝟵𝟬 𝗽𝗼𝗶𝗻𝘁𝘀 𝗺𝗲𝗮𝗻𝘀, 𝘁𝗵𝗲𝘆 𝗱𝗼𝗻’𝘁 𝗸𝗻𝗼𝘄 𝘄𝗵𝗮𝘁 𝗮 𝗰𝗹𝗼𝗻𝗲 𝗶𝘀 𝗲𝗶𝘁𝗵𝗲𝗿.” Aly wasn’t being provocative. She was being accurate. What she realized — and what so many wine brands still struggle with — is that trade-focused language had quietly taken over consumer-facing marketing, i.e. points, clones, farming credentials. Yes, these are technical truths that matter deeply inside the industry… but often fail to land with younger drinkers. The result? Wine marketing that feels intimidating, exclusionary, or simply irrelevant to people who didn’t grow up with wine at the table. What’s powerful about Wente’s shift is that it wasn’t about dumbing anything down. It was about translating. Instead of leading with industry fluency, Wente Family Vineyards refocused its marketing around what consumers actually use to make decisions: – Flavor and trust – Occasions and lifestyle – Real people, not stock imagery – Peer validation over critic validation One of the clearest examples Aly shared: 𝗔 𝘀𝗶𝗺𝗽𝗹𝗲 𝗽𝗮𝗶𝗱 𝗮𝗱 𝗳𝗲𝗮𝘁𝘂𝗿𝗶𝗻𝗴 𝗮 𝗿𝗲𝗮𝗹 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗿𝗲𝘃𝗶𝗲𝘄 𝗱𝗿𝗼𝘃𝗲 𝟱𝘅 𝗵𝗶𝗴𝗵𝗲𝗿 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗶𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝗻 𝘁𝘆𝗽𝗶𝗰𝗮𝗹 𝗯𝗿𝗮𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲. That unlocked a mindset shift. They leaned into lifestyle content. They worked with influencers who felt authentic to the brand. They showed wine as part of everyday life — not a test you have to pass to participate. And it worked. Younger consumers engaged. The brand became more accessible without losing credibility. The takeaway: Just because something is authentic and true (i.e. appellation, soil type) doesn’t mean it’s meaningful to consumers. 𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗲 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 — 𝗲𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗹𝘆 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂’𝗿𝗲 𝘁𝗿𝘆𝗶𝗻𝗴 𝘁𝗼 𝗴𝗿𝗼𝘄 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘀𝗽𝗲𝗮𝗸 𝘁𝗼 𝘁𝗵𝗲 𝗰𝗵𝗼𝗶𝗿. Listen to the clip on Business of Drinks 👇 #BusinessOfDrinks #WineMarketing #WineIndustry #BrandStrategy #MillennialConsumers #GenZWine #MarketingROI #BeverageAlcohol #DTCWine Scott Rosenbaum Caroline Lamb

From my experience, great retail doesn’t always start with technology, it often starts with a human moment! I stopped into Total Wine & More this weekend to restock wine ahead of guests and casually wandered into the bourbon aisle. I’d declined help a few times, assuming I knew what I needed, but when Bob asked if I wanted assistance, I said yes, and I’m glad I did. Bob knew his bourbon cold. He walked me through options, educated me on profiles and distilleries, and ultimately guided me to a bottle I never would have selected on my own. He even offered a taste before I committed. The recommendation was spot on, the bottle didn’t last long, and I’ll be back for more, especially since it happens to be a Total Wine & More exclusive. From my point of view, this is why Total Wine & More continues to win. Their success isn’t just about scale, assortment, or private labels...it’s about deep product knowledge, intentional associate training, and a culture that encourages meaningful customer engagement. From in-store education sessions to empowering associates to truly advise (not just transact), they’ve built a differentiated experience that converts confidence into loyalty. What struck me is how much this mirrors the way Bed Bath & Beyond operated in its best days. Deeply knowledgeable associates. Real training and education. A culture that encouraged helping customers solve a problem, not just complete a transaction. Total Wine & More has institutionalized that model—combining scale and assortment with empowered associates, in-store education sessions, and a clear expectation to engage customers in a meaningful way. In an era obsessed with automation and self-service, this is a reminder that retail wins when expertise, trust, and human connection are treated as strategic assets. #RetailStrategy #CustomerExperience #StoreAssociates #RetailLeadership #TotalWine

For decades, the wine world has relied heavily on sensory science to determine how wine should be evaluated, described, and marketed. This "bottom-up" approach begins with what our sensory organs detect when we interact with wine. But these raw sensations are only the beginning of the far more complex and personal process of perception. Perception is where wine becomes personal. It’s where taste preferences are shaped, quality judgments are formed, descriptions are imagined, and emotional connections emerge. The same wine can be experienced completely differently from one individual to the next because perception, the experience of the wine, is shaped by the individual's genetics, life experiences, memory, cultural background, emotions, education, and expectations. A sensory approach tends to assume that everyone experiences wine similarly, and that wine styles, descriptors, or valuation systems are inherently superior. But this model breaks down when we recognize how often two well-trained can tasters vehemently disagree about the character or value of the same wine. Or how one drinker finds joy in a wine that another finds repulsive. Sensory science cannot fully explain these disparities because it stops at the data, rather than asking how that data is interpreted. Perceptual science offers a "top-down" alternative. It starts not with the wine itself, but with the wine drinker. It doesn’t reject the validity of sensory sciences; it incorporates it and acknowledges that we each construct meaning from wine differently. This means understanding and discussing subjectivity instead of fighting it. It means replacing the question “What’s the right answer?” with “What’s true for you?” This new perceptual model would unlock new potential for the wine industry. Tastings would shift from reinforcing standards to encouraging self-discovery. Education would move from conformity to empowerment. New market segments can be defined, and marketing strategies can reflect the emotional, cultural, and behavioral realities of these consumer segments, rather than relying on stereotypes or abstract storytelling that resonate with some but alienate others. Instead of lumping people into categories—“novice,” “sweet wine drinker,” “entry-level” we could explore how different individuals truly experience and engage with wine. That shift would support product development, consumer education, hospitality training, and ultimately, sales. For younger generations, especially those less interested in being told what to like or how to behave at a wine tasting, we can offer a more open and relevant invitation that would help rebuild trust and curiosity in a marketplace where wine often feels intimidating or out of touch. The next great innovation in wine isn’t another product feature or story. It’s a shift in perspective, shifting from a sensory standpoint to exploring wine as an INDIVIDUAL perceptual experience and market segments defined by more precise parameters.

Terrible Consumer Trial Options Are Killing the Wine Industry, Not Marketing. The truth is the wine industry doesn’t have a marketing problem, it has a consumer trial problem. The wine industry had a 50 year run of growth and the industry forgot about growing consumers in the last decade. At its core, wine should be about moments: gathering with friends, an amazing meal, or simply savoring a quiet evening. But when discovery is frustrating, disappointing, or expensive, those moments become harder to create. If we break it down to first principles, the key question is: How do make it easier for people to try higher quality wines? The Core Issues Ruining Consumer Trial 1️⃣ Overpriced, Low Quality Wine By The Glass You order a glass of wine of only to find it's really gross. Most restaurants mark- up 400% - 600% . The industry is putting it’s “worst foot forward” in their introduction to wine. 2️⃣ Lack of Freshness You order a glass of wine at dinner, take a sip, and immediately notice something’s wrong. It’s flat, sour, or just…off. That’s oxidation at work, a result of serving wine from bottles that have been open for too long. Freshness matters, but many establishments prioritize cutting waste over quality. The solution is simple: invest in tools like wine kegs or single serve cans. A stale pour doesn’t just ruin the meal, it makes you hesitate to order wine again and lowers guest experience. 3️⃣ Low-Quality House Wines + Private Labels House wines are often bland, mass-produced options chosen for margins, not taste. "All we know is that it's cheap and gross" House wine is usually the worst tasting item on any menu. Worst than the cheapest beer or cheapest cocktail. Facts. 4️⃣ Deceptive Marketing Many restaurants intentionally trick their customers.   -On-premise-only wines - These are cheap bottled wines in the supermarket, re-labeled and sold you at 4x -7x markup. -Wines with exaggerated or fabricated stories. They’re dressed up to look premium, but rarely deliver on quality. This bait-and-switch approach erodes trust and leaves consumers questioning what’s really in their glass. - No name, random geography, natural wine, etc – The buyer finds low priced exotic, weird, and random wines that they can mark up. “It’s an acquired taste” 💯 Why Fixing Consumer Trial Matters More Than Marketing The problem isn’t a lack of awareness about wine, it’s that the industry made it hard to try a single serving of great wine. A sleek Instagram campaign or influencer shoutout can’t undo the damage caused by a stale glass of wine or an overpriced disappointment. As an industry, we have been losing customers for the past 10 years. It’s time to grow the pie again by improving wine at consumer trial by embracing kegs and single serve wine. Fresher + higher quality wine will grow the customer base. Wine doesn’t need better marketing. It needs better moments. The first sip should spark curiosity, not regret.

How can suppliers help Sommeliers sell more wine? I chat with some of the leading sommeliers by asking them how can suppliers help them and and here is what they have to say. Elizabeth Dames: They can come in to the restaurant to do staff training with sample bottles, the more tools we give the staff to sell wine, the more sales will increase. Many times, suppliers have visited the wineries they represent so getting first-hand accounts of walking the vineyards and talking with the winemakers is extra valuable information to have when talking about the wine tableside. They also many times have communication access to the winemakers/winery team so they are a crucial piece of the puzzle when trying to plan events to be able to have the winemakers come visit. Sales will certainly take an increase of a particular wine or winery after guest are able to have an interaction with the person who made it. Suppliers can also help drive sales by doing consumer tastings. The more opportunities to have consumers taste and learn about specific wines, the savvier they become and hopefully the more wine they will choose to buy. John Maraffa: Embrace staff training. Not just handing out fact sheets, but consistent interaction with the 'boots on the ground.' Create a connection with the team and it will pay dividends. Michael Robinson: Suppliers can give presentations and provide education to not only me but also my staff. I like when they are present in the building. Coming in often and being seen by staff, as well as customers, creates an open dialog with our team and those that are directly purchasing products. When our suppliers take initiative in communication with the staff the benefits are unending. I enjoy when our supplier also chose to engage and present friendly competitions with our staff to promote new products as well as interesting or hard to find options that our customers may or may not be familiar with. This not only supports education but also supplier relations with the entire company. I find suppliers that take this approach motivate and energized us as a team which in turn quickly translates into more sales and happier customers. Wayne Belding, M.S.: Communication is important. Let suppliers know what types of wines work best for your restaurant. They should inform you about upcoming promotions for key wine styles so you can plan to incorporate them into your wine program. Offer extra training for your staff to give them the stories behind the wines as well as tastings. Larissa C Dubose: Wines that tell a story and have a sense of place. Hidden gems. Transparency on pricing and inventory. Actively working with the distributors to get ahead of any issues. Lisa Selman, CSS: Finding gaps in your menu and propsing those solutions along with data. Brining in wine at a great price point that is not found on off-premise. Read full article on Sommeliers Choice Awards