Emotion is the key to wine marketing

28th August, 2014 by Simon Howland

There’s more to romance than just getting them drunk according to a new study looking for the perfect drop for a date.

The study could provide a leg up for first dates.

By mapping emotional responses to particular wine traits researchers from the University of Adelaide believe they can provide an advantage to those embarking on their first starry-eyed rendezvous as well as offer deeper insight to the wine industry

According to the SBS the Australian researchers are investigating how people respond when they drink wine in particular settings, with responses ranked on an emotional scale.

Participants blind-tasted four wines at home, at a restaurant and in a sensory laboratory and were then asked to rate the extent to which each wine prompted 19….

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2 Responses to “Emotion is the key to wine marketing”

HealdsburgWP says:

August 29, 2014 at 4:38 pm

While it will nice to see the data supporting the finding, my overall reaction is…. duh.

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Ed Donegan says:

September 15, 2014 at 5:58 pm

Simon: By identifying favorable settings and favorite wine styles will not create an emotional response with a meaningful-difference in the brand or brands. Why the world-wide wine industry resides in the “Sea of Sameness” is a result of marketers attempting to out boast there competition on WHAT, HOW & WHERE of their products.
What the industry has create over the past 40 years is a huge mutual fund based on appellations and varietals. For owners and brand managers wanting to remove their product from the “Sea of Sameness” they must answer the question, why does the brand exist?
Did you ever consider why discounting is an industry norm? Wineries are not selling a “complete-product”, thus discounting is needed, a huge part of the brand experience is missing. An emotional response to the brand is the key but not through the physical product or setting.
Best regards,
Ed

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