By. Neil Williamson, The Grumpy Marketing Guy
Imagine walking into a home improvement store and all of the hardware and tools were only available in metric sizes. In this example it is clear the home supply store is ignoring a significant potential market that demands US/Imperial tools. Now look at your wine portfolio, does it reflect consumer demand or the owner’s personal preferences.
Often when I am meeting with new winery owners they have a limited scope of their wine portfolio. In every case, I ask, beg, cajole them to include at least one “sweet” wine. Interestingly, when clients take this advice, it almost always becomes their best seller. Why? As your winery will likely offer a number of dry wines for the roughly 50% of the wine drinking public that prefers a dry wine and you force the sweet wine drinker to choose the one wine you have made for that population cohort.
Recently my vision on this was tested by my philosophical position regarding be true to your identity. I was chatting up a Virginia winery owner about his vision for his new wine portfolio. He did not like sweet wines but recognized the consumer demand for such product, his decision was not to make a wine that he would not drink but to make it at the far edge of his sweetness tolerance. The resulting 1% residual sugar wine is consistent with his winery vision (and palate) while providing a sweeter wine for that percentage of the wine consuming public that only buys sweet wines.
Master of Wine Tim Hanni (who spoke at a number of Virginia Wineries Association seminars this year) has written a treatise on Why Wineries Owe Sweet Wine Drinkers and Apology. Hanni draws on recent research indicating that people are genetically predisposed to prefer sweeter wines based on the arrangement of their taste buds on their tongue.
In the end your wine portfolio should represent not only who you are but also who your customers are; if you only make wine you like, you may ignore significant potential consumers and sales!
That’s why I am sweet on your wine portfolio!
Photo Credit: Kobalt-USA