184: Wine Customer Segments and How to Talk Sustainability with Them | Marketing Tip Monday

<p class="MsoNormal">Not all wine tasters are alike - a major understatement. As traffic ebbs and flows in tasting rooms, it’s evident that interests, price points, and preferences differ.</p> <p class="MsoNormal">Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values.</p> <p class="MsoNormal">In the tasting room you get a wide variety of customers. There’s the outgoing couple that wants to know all the details of wine production. There is the lone taster on vacation with a notebook who just makes his own tasting notes. And naturally, there’s the group of friends who get a little boisterous and lose interest when the tasting room host talks about technical attributes of the wine. <a href= "https://www.beveragedaily.com/Article/2018/11/26/The-six-consumer-segments-of-the-US-wine-market">Wine Intelligence</a> recently published a study outlining six distinct consumer segments in wine. It’s important to know how to talk to each of them about sustainability.</p> <h3>1. Engaged Explorers:</h3> <p class="MsoNormal">Young, fun, ready for adventure and super into trying new wines, regions, and producers. These are consumers who like to travel to wine regions and are likely to spend more.</p> <p class="MsoNormal"><strong><span style= "font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: minor-bidi; font-weight: normal; mso-bidi-font-weight: bold;"> SIP Talk: Talk about sustainability vs. organic and biodynamic. They’ll appreciate the knowledge!</span></strong></p> <h3>2. Premium Brand Suburbans:</h3> <p class="MsoNormal">These folks skew older, know what they like and know a lot about wine.